Technology giants, bolstered by weak regulatory oversight, have expanded capacities for personal data collection and analysis. This has resulted in a new set of power dynamics and logics of accumulation collectively referred to as surveillance capitalism. In response, the EU and China have adopted major policies on big data with implications for future social and economic development. Europe’s General Data Protection Regulation is a reactive response, asserting individual privacy and placing limits on corporate use of personal data. In contrast, China’s social credit system is a proactive response, combining surveillance architectures and AI technologies for purposes of statecraft. Using a comparative approach, this paper analyses the social and economic implications of two societies attempting to move beyond surveillance capitalism.