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According to a new study conducted by Google competitor DuckDuckGo, it does not seem possible to avoid personalization when using Google search, even by logging out of your Google account and using the private browsing “incognito” mode.

DuckDuckGo conducted the study in June of this year, at the height of the US midterm election season. It did so with the ostensible goal of confirming whether Google’s search results exacerbate ideological bubbles by feeding you only information you’ve signaled you want to consume via past behavior and the data collected about you. It’s not clear whether that question can be reliably answered with these findings, and it’s also obvious DuckDuckGo is a biased source with something to gain by pointing out how flawed Google’s approach may be. But the study’s findings are nonetheless interesting because they highlight just how much variance there are in Google search results, even when controlling for factors like location.

What happens when movies can direct themselves? Remember the last time you felt terrified during a horror movie? Take that moment, and all the suspense leading up to it, and imagine it individually calibrated for you. It’s a terror plot morphing in real time, adjusting the story to your level of attention to lull you into a comfort zone before unleashing a personally timed jumpscare.

Or maybe being scared witless isn’t your idea of fun. Think of a rom-com that stops from going off the rails when it sees you rolling your eyes. Or maybe it tweaks the eye color of that character finally finding true love so it’s closer to your own, a personalized subtlety to make the love-struck protagonist more relatable.

You can thank (or curse) 5G for that.

When most people think of 5G, they’re envisioning an ultra-fast, high-bandwidth connection that lets you download seasons of your favorite shows in minutes. But 5G’s possibilities go way beyond that, potentially reinventing how we watch video, and opening up a mess of privacy uncertainties.

“Right now you make a video much the same way you did for TV,” Dan Garraway, co-founder of interactive video company Wirewax, said in an interview this month. “The dramatic thing is when you turn video into a two-way conversation. Your audience is touching and interacting inside the experience and making things happen as a result.” The personalized horror flick or tailored rom-com? They would hinge on interactive video layers that use emotional analysis based on your phone’s front-facing camera to adjust what you’re watching in real time. You may think it’s far-fetched, but one of key traits of 5G is an ultra-responsive connection with virtually no lag, meaning the network and systems would be fast enough to react to your physical responses.

Before you cast a skeptical eye at 5G, consider how the last explosion of mobile connectivity, from 3G to 4G LTE, changed how we consumed video. Being able to watch — and in YouTube’s case, upload — video on a mobile device reimagined how we watch TV and the types of programming that are big business. A decade ago, when Netflix was about two years into its transition to streaming from DVD mailings, its annual revenue $1.4 billion. This year it’s on track for more than 10 times that ($15.806 billion).

5G’s mobility can bring video experiences to new locations. Spare gives the example straight out of Minority Report, of entering a Gap retail store and being greeted by name. But taken further, the store could develop a three-dimensional video concierge for your phone — a pseudo-hologram that helps you find what you’re looking for. With 5G’s ability to make virtual and augmented reality more accessible, you could get a snapshot of what an outfit might look like on you without having to try it on.

Where things get crazy — and creepy — is imagining how 5G enables video to react to your involuntary cues and all the data you unconsciously provide. A show could mimic the weather or time of day to more closely match the atmosphere in real life.

For all the eye-popping possibilities, 5G unleashes a tangle of privacy questions. 5G could leverage every piece of visual information a phone can see on cameras front and back in real time. This level of visual imagery collection could pave the way for video interaction to happen completely automatically.

It’s also a potential privacy nightmare. But the lure of billions of dollars have already encouraged companies to make privacy compromises.

And that may make it feel like your personalized horror show is already here.