Researchers at the University of Cambridge have raised concerns about the use of artificial intelligence (AI) tools to manipulate online audiences' decision-making processes. The study introduces the concept of the "intention economy," whereby AI assistants can understand, anticipate, and influence human intentions. If such a market develops, technology companies would be able to sell insights about individuals' motivations to the highest bidder.
Dr Jonnie Penn, a historian of technology at Cambridge's Leverhulme Centre for the Future of Intelligence, highlighted that unless this new economy is regulated, individual motivations could become a new currency, leading to a lucrative industry for those who manipulate these intentions. He warned that the implications of such a marketplace could be profound, potentially affecting important aspects of society, including free elections and market fairness. The research suggests that large language models (LLMs) will likely play a significant role in predicting and directing user behaviour by analysing psychological, intentional, and behavioural data.
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