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On Wednesday, Colorado expanded the scope of its privacy law initially designed to protect biometric data like fingerprints or face images to become first in the nation to also shield sensitive neural data.

That could stop companies from hoarding brain activity data without residents realizing the risks. The New York Times reported that neural data is increasingly being collected and sold nationwide. And after a market analysis showed that investments in neurotechnology leapt by 60 percent globally from 2019 to 2020—and were valued at $30 billion in 2021—Big Tech companies have significantly intensified plans to develop their own products to rake in potentially billions.

For instance, in 2023, Meta demoed a wristband with a neural interface used to control its smart glasses and unveiled an AI system that could be used to decode the mind. In January, Elon Musk announced that Neuralink implanted its first brain chip in a human that can be used to control a device with their thoughts. And just last month, Apple Insider reported that “Apple is working on technology that could turn the Apple Vision Pro into a brainwave reader to improve mental health, assist with training and workouts, and help with mindfulness.”