Researchers at the University of Cambridge have found that artificial intelligence (AI) tools have the ability to influence online viewers into making decisions, such as what they purchase and who they vote for. The researchers from Cambridge’s Leverhulme Center for the Future of Intelligence (LCFI) are exploring the concept of the “intention economy,” where AI assistants can understand, predict, and manipulate human intentions, selling this information to companies for profit.
According to the research, the intention economy is seen as a successor to the attention economy, where social media platforms attract users with advertising. The intention economy involves technology companies selling information about user motivations, from travel plans to political opinions, to the highest bidder.
Dr. Johnny Penn, a technology historian at LCFI, warns that unless regulated, the intention economy will turn human motivation into a new form of currency, leading to a “gold rush” for those who sell human intentions. The researchers emphasize the need to evaluate the impact of such markets on free and fair elections, freedom of the press, and fair market competition.
The study highlights the use of large-scale language models (LLMs) in AI tools like ChatGPT chatbots, which can predict and guide users based on behavioral and psychological data. Advertisers in the attention economy can buy access to user attention through real-time bidding on ad exchanges or future advertising space on billboards.
In the intention economy, LLMs work with brokered bidding to leverage user data for maximum efficiency in achieving objectives, such as selling movie tickets. Advertisers can create customized online ads using generative AI tools, with AI models driving conversations across various platforms.
The research suggests a future scenario where companies like meta may auction off users’ intentions for activities like booking restaurants and flights to advertisers. AI models will adapt their output based on user-generated data, providing highly personalized formats. Tech executives have discussed the potential of AI models to predict user intent and behavior, highlighting the importance of understanding user needs and desires.
Source: www.theguardian.com
