The purpose of this paper is to address the relationship between sociability and efficiency in AI-drive models, in how contemporary economics has brought the notion of efficiency into our personal lives. Initially we introduced the basics of three key concepts of the article: data capitalism, data and deep learning. Next, we describe the exponential evolution of storage, processing and transmission technology showing that over the years, the ability to transform analog data into digital data

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... expanded exponentially. This capacity increased the efficiency of the operational processes with the measure of efficiency calculated and controlled against the maximum potential of the digital data produced in these interactions. For traditional firms, competing with digital rivals involves rearchitecting the firm's organization and operating model. The compartmentalisation in silos compromises the efficiency of AI-drive models which demand integrated data base. The digital transformation requires huge investment in management, time and financial resources. However, it is the only way to remain competitive and survive in the 21st century market. The commitment to identify and measure user preferences and habits, and then to predict behaviour, is the logic behind technology platforms and applications, online social networks, e-commerce and search engines. Digital platforms are designed to extend the lifespan of their users, thereby generating greater engagement and more data. The originality of this paper is to correlate sociability and economic efficiency in the present business environment with a technological and social approach.