Petco revealed a data breach that exposed sensitive customer information. The company disclosed the details in state filings after identifying a configuration in one of its software applications that made certain files accessible online. This issue has now been corrected, but the impact is significant.

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THIRD-PARTY BREACH EXPOSES CHATGPT ACCOUNT DETAILS

What Petco says the breach exposed

According to reports filed with the Texas attorney general’s office, the exposed data included names, Social Security numbers, driver’s license numbers, financial account details, credit or debit card numbers and dates of birth. Filings in California, Massachusetts and Montana confirm additional affected residents.

In California, companies must report breaches involving at least 500 state residents. Petco did not disclose the exact number, which suggests the real total is higher. For context, Petco said in 2022 that it served more than 24 million customers.

Petco says the company sent notifications to individuals whose information was involved. The sample notice released by the California attorney general explains that a software setting allowed certain files to be accessible online. Petco says it removed those files, corrected the setting and added new security measures.

The company is offering free credit and identity theft monitoring to victims in California, Massachusetts and Montana. It is not clear if similar support is being offered to affected Texas residents.

We reached out to Petco for comment, and a representative provided CyberGuy with the following statement,

“We recently identified a setting in one of our applications which inadvertently made certain Petco files accessible online. Upon identifying the issue, we took immediate steps to correct the error and began an investigation. We notified individuals whose information was involved and continue to monitor for further issues. We take this incident seriously. To help prevent something like this from happening again, we have taken and will continue to take steps to enhance the security of our network.”

What this breach means for you

A breach that exposes government IDs, financial numbers and birth dates creates long-term risks. Criminals use this mix of information to open accounts, take over existing ones or try to pass identity checks. Even if no fraud happens right away, exposed data can sit in criminal markets for years.

Ways to stay safe after a breach like this

You can take several steps today that help lower your risk and protect your identity going forward.

1) Place a credit freeze

A freeze blocks new credit accounts in your name. It also stops criminals from opening loans or credit cards with your stolen information. You can freeze your credit for free at Equifax, Experian and TransUnion.

2) Add two more freezes

Two additional freezes cover accounts that do not run through the major credit bureaus. Freeze ChexSystems to stop criminals from opening checking or savings accounts. Freeze NCTUE to block fake phone, cable or utility accounts.

3) Turn on account alerts

Set up alerts for banking, credit cards and online shopping accounts. Alerts help you spot suspicious activity fast.

4) Use a password manager

Strong passwords protect you from credential stuffing attacks. This happens when criminals take stolen passwords from one breach and try them on other sites. A password manager creates unique passwords for every account and helps you stop those attacks before they start.

Next, see if your email has been exposed in past breaches. Our #1 password manager (see Cyberguy.com) pick includes a built-in breach scanner that checks whether your email address or passwords have appeared in known leaks. If you discover a match, immediately change any reused passwords and secure those accounts with new, unique credentials. 

Check out the best expert-reviewed password managers of 2025 at Cyberguy.com

5) Monitor your identity

If Petco offered you free identity theft monitoring, enroll as soon as possible. It helps you catch fraud that can happen months or years later.

Identity Theft companies can monitor personal information like your Social Security Number (SSN), phone number, and email address, and alert you if it is being sold on the dark web or being used to open an account. They can also assist you in freezing your bank and credit card accounts to prevent further unauthorized use by criminals.

See my tips and best picks on how to protect yourself from identity theft at Cyberguy.com

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6) Remove exposed personal data

Data broker sites collect and share personal details that fuel scams. Removing your information reduces your exposure and makes you a harder target.

While no service can guarantee the complete removal of your data from the internet, a data removal service is really a smart choice. They aren’t cheap, and neither is your privacy. These services do all the work for you by actively monitoring and systematically erasing your personal information from hundreds of websites. It’s what gives me peace of mind and has proven to be the most effective way to erase your personal data from the internet. By limiting the information available, you reduce the risk of scammers cross-referencing data from breaches with information they might find on the dark web, making it harder for them to target you.

Check out my top picks for data removal services and get a free scan to find out if your personal information is already out on the web by visiting Cyberguy.com

Get a free scan to find out if your personal information is already out on the web: Cyberguy.com

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7) Watch for phishing and use strong antivirus software

Scammers often follow a breach with emails or texts that look real. Slow down and check every message before you click. A strong antivirus helps block malicious links and alerts you when something looks risky.

The best way to safeguard yourself from malicious links that install malware, potentially accessing your private information, is to have strong antivirus software installed on all your devices. This protection can also alert you to phishing emails and ransomware scams, keeping your personal information and digital assets safe.

Get my picks for the best 2025 antivirus protection winners for your Windows, Mac, Android & iOS devices at Cyberguy.com

Kurt’s key takeaways

Data breaches happen often, but this one involves information that can cause lasting harm. You can protect yourself with a few quick steps that reduce the chance of fraud and limit how far criminals can get with your data.

How much trust do you place in companies to protect your personal information? Let us know by writing to us at Cyberguy.com

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Amazon has launched a new AI feature in the Kindle app that gives spoiler-free answers to questions about the book you’re reading and confirmed that authors can’t opt out from the feature.

The company calls Ask this Book an “expert reading assistant” in its announcement and says that it’s capable of answering questions about “plot details, character relationships, and thematic elements,” all while avoiding spoilers by limiting its answers to content from the pages you’ve read so far. It’s essentially an in-book chatbot, accessible from the book menu or by highlighting a passage of text you want to ask about.

Amazon spokesperson Ale Iraheta told Publishers Lunch that the answers are “non-shareable and non-copyable” and only available to readers who’ve purchased or rented books. Iraheta also said that the feature is always on, noting that “there is no option for authors or publishers to opt titles out.”

Baseball teams have long searched for a way to study the entire swing without sensors or complex lab setups. Today, a new solution is entering the picture. Theia, an AI biomechanics company, debuted a commercially available video-only system that analyzes bat trajectory and full-body biomechanics together. This new approach works in real baseball environments and needs no reflective body markers, wearables or special equipment.

The system has been field-tested by Driveline Baseball and the San Diego Padres Biomechanics Lab, and the tests show it delivers high-quality results in both cages and on the field.

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A new chapter in baseball biomechanics

Theia’s platform relies on deep-learning models trained on millions of movement data points. It captures the full 3D bat path, attack angle, sequencing and body motion in one workflow that teams can run with standard high-speed video. This makes advanced biomechanics more accessible to coaches and players who train in normal environments.

Dr. Arnel Aguinaldo of the PLNU Biomechanics Lab tested the system with the Padres. He said, “Theia’s markerless technology represents a breakthrough in how we capture and analyze swing mechanics. It removes the barriers of traditional setups, letting us gather quality swing data directly from the field or the cage. That’s a game changer for both research and applied development.”

Independent testing across more than 2,000 swings showed median bat-plane angle differences of less than 3 degrees compared with marker-based systems. As a result, teams can evaluate roster-sized groups in routine cage or field sessions without slowing players down.

Why video-only tracking works in real baseball settings

Many existing tools rely on sensors or suits that can change how an athlete moves. Marcus Brown, CEO of Theia, explained to CyberGuy why video-only tracking matters. 

“Using only video means teams get lab-grade biomechanics data that previously required a full lab setup, but without special suits, reflective markers, or hardware mounted to the bat or the player,” he said.

The system runs in the background once cameras are placed and calibrated. Coaches record sessions as usual, and the analysis processes automatically. Because of this, training routines stay the same, and players move naturally.

Brown added, “Until now, full swing analysis meant choosing between bat-only tools or biomechanics labs that couldn’t scale. Our new markerless technology changes that. Teams can now see the complete swing picture for every hitter using one system in an environment that matches their individual needs.”

How AI bat and body tracking improves player performance

A complete swing view gives coaches the chance to link body motion to bat results. Brown described why this matters for player development. 

“Theia’s new bat tracking feature helps players improve because it gives coaches a complete and more accurate picture of the swing. Many tools today either measure the bat or the body, and many rely on wearables or sensors that can influence how an athlete moves,” Brown said. “When coaches can connect a player’s sequencing, posture, timing, and rotation to the bat’s path, speed, and contact quality, they can identify the specific movement patterns that drive results. That makes mechanical adjustments more targeted and much easier to track over time, leading to more consistent and meaningful improvements.”

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What players experience when teams use Theia’s system

Players will not need to attach anything to the bat or their bodies. They swing in their regular training spaces without changing behavior. Brown said, “For athletes, the biggest change is the level of precise personalized feedback they get. Coaches can isolate whether an issue is coming from sequencing, posture, timing, or how the hitter is delivering the barrel to the ball. That level of detail helps translate mechanical work in the cage into more consistent, reliable results in the field.”
 

Independent testing shows consistent bat and body data

Driveline Baseball and the PLNU x Padres Biomechanics Lab tested the system in both professional and collegiate settings. Brown said, “Our work with Driveline and the PLNUxPadres’ Biomechanics Lab showed the system could deliver high-quality bat-and-body data in the same environments where hitters actually train. What those tests demonstrated was consistency: the ability to capture the full swing automatically, link the bat and body with the precision needed for player development, and fit seamlessly into a normal training session.”

Why Theia’s system fits seamlessly into normal cage sessions

Sports tech can create workflow friction, but Theia aims to avoid that. Brown said, “We designed the system so coaches can use it without changing anything about their normal training routine. Once the cameras are in place, coaches simply record the session the same way they normally would, and the analysis happens automatically in the background.”

There are no extra steps, no equipment put on the players, and no training interruptions.

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The road ahead for AI sports performance

Brown believes this breakthrough sets the stage for future innovation. 

“Player development is ultimately about understanding what drives performance, and this technology gives coaches a far clearer way to see that,” he said. “When you can connect a player’s movement to the result of the swing with objective repeatable data, you can build training plans that are far more individualized and precise.”

He also added: “This work builds on more than a decade of research and over 50 peer-reviewed validation studies focused on highly accurate markerless human motion tracking. It reflects where the field as a whole is headed toward integrated markerless solutions that give athletes and coaches clearer insight with far less friction.”
 

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Kurt’s key takeaways

Theia’s new bat and body tracking system reshapes how baseball teams study movement. It gives coaches deeper clarity, provides athletes with natural training conditions, and removes the hardware hurdles that limited biomechanics in the past. Fans may also see long-term effects. This level of detail can influence how hitters develop power, attack angles and timing. Young players may gain personalized training guides that shape better habits earlier in their careers. As video-driven AI expands across sports, tools like this give teams more ways to understand performance.

If your favorite team had access to this level of swing insight, how do you think it would change their lineup development strategy? Let us know by writing to us at Cyberguy.com.

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