This is a straightforward example of how the positive or negative valence of a piece of tech depends entirely on how it's used.

You just need to address three questions:

- who controls what information is going in? (that is, what is the process by which the tech companies who control all the tech are using it)

- who controls what information is coming out? (that is, is the steganographic format open enough that anyone can read it, or does it depend on having a key)

- what legal regulation is this subject to? (does sneaking individuals name and address into their photographs incur you massive GDPR liabilities when it is discovered?)

Note that there's a widespread precedent: https://en.wikipedia.org/wiki/Printer_tracking_dots