Data analysis
In an age where Netflix can predict what you'll want to watch next, Amazon can suggest products you'd likely be interested in and Uber can foresee where you'd like to be dropped off, there's no denying that companies are using the wealth of data available to better serve customers and anticipate needs. In fact, more data has been created in the past two years than in the entire previous history of the human race, something that service providers with advanced databases are quick to take advantage of.
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