Artificial intelligence (AI) tools are increasingly capable of influencing online audiences, from swaying purchasing decisions to shaping voting preferences, according to a Cambridge University study. This research highlights a shift from the “attention economy” to a new paradigm called the “intent economy,” driven by advanced AI systems.
In the “attention economy,” platforms like Facebook and Instagram prioritize keeping users engaged, selling ad space based on immediate or future access to user attention. Dr. Jonnie Penn from the Leverhulme Centre for Future Intelligence (LCFI) explains, “Attention has been the currency of the internet for decades,” which has underpinned an entire online economy.
The intent economy, however, takes this further. AI-powered large language models (LLMs), such as ChatGPT, are anticipated to not only predict user intent but also manipulate it based on behavioral and psychological data. Companies in this new market will sell insights into user motives, ranging from travel plans to political preferences, to the highest bidder.
Manipulation Through Personalized AI
In this evolving economy, LLMs will leverage vast amounts of user data, including cadence, political views, vocabulary, and even personality traits. This data enables businesses to maximize their chances of achieving specific objectives, such as selling a product or promoting an idea. For example, Meta’s Cicero AI, known for its human-level performance in the board game Diplomacy, demonstrates how AI can predict intent and steer interactions toward desired outcomes.
The study warns that generative AI tools will likely transform advertising, creating highly personalized ads and guiding user conversations in the interests of advertisers and other third parties. By analyzing streams of user-generated input, these tools will extract and exploit personal information, potentially nudging users toward specific actions.
Future Implications of AI Intent Markets
The researchers foresee a scenario where companies like Meta auction off user intent data for tasks such as booking restaurants or flights, adds NIXSOLUTIONS. While human behavior forecasting is not new, AI is poised to make this process more dynamic and precise. The ability of AI to transform intent into actionable data is expected to revolutionize how businesses interact with users.
This study underscores both the opportunities and risks associated with the intent economy. As AI technologies continue to evolve, their implications for privacy and autonomy will remain a critical area of concern. We’ll keep you updated as more insights and integrations become available.