Recent research conducted by scholars at the University of Cambridge has unveiled significant implications of artificial intelligence (AI) tools in the realm of consumer behaviour and decision-making processes. The study, released by the Leverhulme Centre for the Future of Intelligence (LCFI), introduces the concept of an "intention economy," which is positioned as a successor to the existing attention economy that has dominated online interaction for decades.
Dr Jonnie Penn, a technology historian at LCFI, articulated the crux of this evolution, stating, “For decades, attention has been the currency of the internet.” Traditionally, online platforms like Facebook and Instagram have relied on capturing users' attention to drive advertising revenues. However, researchers propose that the intention economy shifts this paradigm, wherein AI assistants will begin to understand, forecast, and even manipulate human intentions. These insights can then be sold to corporations seeking to leverage personal motivations for profit.
In this emerging marketplace, AI-savvy companies are expected to trade information on consumers' intentions—ranging from travel plans to electoral preferences. Dr Penn cautioned that “unless regulated, the intention economy will treat your motivations as the new currency,” suggesting that without oversight, the consequences could include threats to democratic processes, journalistic integrity, and market competition.
The research points out that large language models (LLMs), which underpin technologies like ChatGPT, will play a central role in this new economy. These models are predicted to “anticipate and steer” user behaviour based on a multitude of data, encompassing psychological and behavioural patterns. This development would allow algorithms to generate real-time prompts or suggestions tailored to individual users, thus enabling businesses to engage consumers at critical moments.
For instance, a hypothetical scenario detailed in the study illustrates how an LLM might engage a user by inquiring, “have you thought about seeing Spider-Man tonight?” or even making proactive suggestions to alleviate stress, like booking a movie ticket. The intention economy envisages a situation where AI systems exploit detailed consumer profiles—factoring in aspects such as political beliefs, vocabulary, and personal interests—allowing for targeted and effective marketing strategies.
The report also emphasises that generative AI tools can be employed to create highly personalised advertising content. An example cited is Cicero, an AI model developed by Meta that demonstrates human-like strategic interaction in the board game Diplomacy, underscoring its ability to infer and predict the intentions of others—a capability that could be directed towards commercial aims in the intention economy.
Moreover, the researchers raise the prospect of platforms like Meta auctioning off user intent data concerning various purchases, including restaurant reservations and travel bookings. This approach would refine and elevate existing practices within industries that focus on predicting human behaviour, potentially transforming them into a more quantifiable and responsive format.
The study indicates that this newfound capability of AI to adapt its outputs based on user interactions could lead to increased information acquisition about individuals, enhancing the manipulation of consumer choices. Citing insights from tech executives, including Jensen Huang, the CEO of Nvidia, the research underscores a trend where AI models will discern user intentions and present tailored information to suit those objectives.
This exploration into the intention economy posits significant changes not merely for businesses striving to optimise engagement but potentially for consumers navigating a landscape where their motivations may be strategically influenced by algorithms.
Source: Noah Wire Services