Artificial intelligence (AI) is on the verge of transforming how companies interact with online audiences, with the potential for these tools to manipulate decision-making in significant ways. Researchers from the University of Cambridge have warned that AI could push consumers toward specific purchases or political choices, often without their awareness.
The study published by experts at the Leverhulme Centre for the Future of Intelligence (LCFI) introduces the concept of the “intention economy,” where AI assistants could predict and influence human intentions, selling this insight to advertisers and other interested parties.
Dr. Jonnie Penn, a historian of technology, emphasizes this shift, stating: “For decades, attention has been the currency of the internet.” As more companies seek to dive into the intention economy, concerns arise about the ethical implications of profiting from human motivations. “Unless regulated, the intention economy will treat your motivations as the new currency,” he added, cautioning against potential consequences for democracy and fair competition.
The research suggests that advanced AI models could be programmed to predict consumer behavior based on extensive psychological and behavioral data, including how individuals express themselves online. This capability raises questions about privacy, consent, and the broader implications for freedoms in society.
As the technology develops, industry experts are calling for proactive measures to ensure ethical practices are in place. Future frameworks might need to address how information is harvested and utilized, putting consumer rights at the forefront of discussions surrounding artificial intelligence.
Public awareness and informed discourse are critical as society navigates this new frontier. What will be the consequences of selling our intentions?
