Your personal data: That’s what Windows 10’s Hello and Cortana features need to help you, assuming you’re comfortable with that.

To be fair, it’s nothing new—plenty of apps and services ask for your preferences, location, etc., to serve you better. Windows Insiders who opted in to the Windows 10 Technical Previews have already given Microsoft quite a bit of carte blanche in the spirit of improving its services. But Windows 10’s efforts to get to know you—and tie you into its services—will be a new experience for those of you upgrading or buying new Windows 10 PCs.

The Hello authentication feature and the Cortana digital assistant are particularly inquisitive, seeking to know your face and your preferences in detail. Windows Hello isn’t an issue for most of us, however, because its required camera technology will only be found in new PCs, and a very limited number of them. Microsoft’s digital assistant, Cortana, will be more ubiquitous, especially if you use her to help answer questions and perform simple tasks.

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