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The rapid development of online commerce is largely based on what experts call the “attention economy”. This economic model relies on the ability of advertisers to capture the attention of Internet users to present them with targeted advertisements. But according to some researchers, the rise of generative artificial intelligence could transform this dynamic into what they call an “intent economy.” In this new paradigm, AI would be able to decode users’ intentions, guide their choices and monetize this information for the benefit of advertisers.
More and more Internet users interact daily with chatbots, whether in their personal or professional lives. These tools, designed to imitate human communication, offer fluid and natural exchanges. In various forms – virtual assistants (like Alexa or Siri), digital tutors or personalized avatars (such as Replika) – these technologies are becoming closer and closer to users.
This growing familiarity makes Internet users more inclined to accept AI suggestions, a phenomenon which, according to a study published in the Harvard Data Science Review by researchers at the University of Cambridge, could become a major marketing lever. The authors of the study warn, however, that these tools could be used to influence users’ decisions by intervening very early in their purchasing process.
Interactions generating a wealth of personal data
« What users express during a conversation [avec une IA]the way they do it and the real-time inferences that can result, are much more intimate than simple traces left online», Underlines Dr Yaqub Chaudhary, co-author of the study, in an official press release.
According to the researcher, these evolving systems are already capable of collecting and analyzing behavioral, emotional and psychological data in considerable quantities. “We see that these AI tools are designed to infer, record and exploit human goals, even turning them into commodities», he adds.
Furthermore, this relationship of trust induced by the fluidity of exchanges could encourage users to share more information, thus allowing the AI to better understand their emotions and social contexts to refine its use of data.
-Personalization pushed to the point of manipulation?
The information collected during these interactions allows AI to build extremely detailed behavioral profiles. These are then used to predict, and sometimes influence, users’ future decisions. In the example cited by the study, a chatbot asks a user: “Have you thought about seeing Spider-Man tonight? ».
Later, he subtly encourages the purchase: “You mentioned feeling overworked. Should I book you that movie ticket we talked about?“. This seemingly innocent suggestion is the result of a sophisticated business mechanism based on monetizing user intentions.
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According to the researchers, these intentions could become a monetized resource through real-time advertising bidding systems, as is the case with current standard targeting. Rival companies could then bank on targeting users at the most opportune times.
Although it opens new perspectives for companies, this practice raises questions about respect for privacy and ethics. “We need to think now about the potential impact of this market on essential pillars of society, such as free elections, an independent press and fair competition.», Warns Dr Jonnie Penn, co-author of the study.
Source : Harvard Data Science Review
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