Researchers Warn of Potential AI Risks in the Consumer Sector

Researchers from the University of Cambridge predict a new era of the digital economy — the “intention economy,” where generative AI can anticipate and manipulate human intentions. Instead of merely capturing users’ attention, as social networks do, the new model may focus on understanding and selling users’ intentions. This could influence decisions ranging from purchases to the selection of political candidates.

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Scientists from the Leverhulme Centre for the Future of Intelligence believe that the intention economy will succeed the attention economy. AI companies may sell information about your motives — from vacation plans to political preferences — to the highest bidder. Dr. Johnny Penn from LCFI emphasizes that without proper regulation, this new economy could turn human intentions into a new currency.

The research highlights that large language models (LLMs), such as ChatGPT, can use behavioral and psychological data about users to predict and influence their actions. For example, AI could suggest watching a movie or booking tickets based on your mood or plans. This will allow advertisers to create personalized ads based on real-time data collection.