A recent study by researchers at Cambridge University has raised concerns that artificial intelligence (AI) tools may be able to manipulate people's online decisions, from shopping to political support, on a large scale. The researchers propose the concept of an 'intention economy,' where data is analyzed and sold to predict and influence human intentions. This is seen as a new type of digital market, where AI can analyze behavior and psychological data to predict and guide user intentions in real-time.
The large language models (LLMs) are expected to play a crucial role in the intention economy, helping businesses to more accurately influence decisions, such as recommending movies, booking flights, or dynamically adjusting content. However, some scholars are calling for early regulation to protect values such as fair competition, free elections, and press freedom.
Jensen Huang, CEO of Nvidia, notes that future AI will be able to accurately analyze user intentions and provide recommendations, but researchers are worried that this capability may be used for commercial gain, eroding both privacy and freedom.
References: The Guardian (https://www.theguardian.com/technology/2024/dec/30/ai-tools-may-soon-manipulate-peoples-online-decision-making-say-researchers)