Are AI tools shaping your intentions more than you realize?

Are AI Tools Influencing Your Intentions More Than You Think?

I utilize AI platforms such as ChatGPT, Gemini, and Copilot to delve into my career trajectories, responsibilities, aspirations, and moments of uncertainty. Engaging with these tools goes beyond merely seeking answers; it’s about achieving a deeper understanding as I see my thoughts processed, reshaped, or elaborated upon.

Countless individuals turn to AI for direction, placing their trust in these technologies to help maneuver through life’s intricacies. Each time we engage with them, we contribute to their learning. Our vulnerabilities — whether they comprise doubts, aspirations, or anxieties — get integrated into a broader data-driven framework. AI is not merely a tool; it is an entity that learns from our shared experiences.

From capturing attention to influencing decisions

For years, the attention-driven economy has thrived on latching onto and capitalizing on our focus. Social media platforms have tailored their algorithms to enhance user engagement, often at the expense of truthfulness, favoring sensationalism and outrage to keep users engaged. However, AI applications like ChatGPT signify a new chapter. They’re not just competing for our attention; they’re guiding our choices.

This shift is referred to as the “intention economy,” where businesses harvest and monetize user intent — encompassing our objectives, wishes, and motivations. As highlighted by researchers Chaudhary and Penn in their article published in the Harvard Data Science Review, “Beware the Intention Economy: Collection and Commodification of Intent via Large Language Models,” these models not only respond to our inquiries but also influence our decisions, frequently prioritizing corporate gains over individuals’ welfare.

Further reading: Are marketers relying on AI excessively? Navigating potential strategic pitfalls

Honey’s impact on the intention economy

The browser extension Honey, acquired by PayPal for a hefty $4 billion, serves as a case study in how trust can be surreptitiously undermined. Advertised as a means to save users money, Honey’s operations tell a different tale. YouTuber MegaLag exposed in his series “Exposing the Honey Influencer Scam” how the platform rerouted affiliate links from influencers to itself, stealing potential income while generating profit from clicks.

Moreover, Honey enabled retailers to dictate which coupons users would encounter, favoring less beneficial discounts and diverting attention from better offers. Influencers who promoted Honey inadvertently urged their followers to use a service that siphoned their own commissions. By marketing itself as a useful tool, it fostered trust, only to exploit it for monetary gain.

“Honey wasn’t about saving you money — it was robbing you while masquerading as your ally.”

– MegaLag

(Note: Some critiques suggest that MegaLag’s narrative contains inaccuracies; this remains a developing discussion.)

Disguised influence

The dynamic observed with Honey mirrors that of AI platforms. These systems often present themselves as neutral, devoid of overt monetization tactics. For instance, ChatGPT does not inundate users with advertisements or sales push. It feels like a resource crafted solely for assistance in thought, planning, and problem-solving. Once trust is established, swaying decisions becomes significantly easier.

  • Shaping outcomes: AI applications can propose options or guidance that subtly nudge you toward particular actions or perspectives. By framing issues a certain way, they can affect your approach to resolutions without your awareness.
  • Alignment with corporate interests: If the developers behind these AI tools emphasize profit margins or specific objectives, they can customize responses to sync with those priorities. For example, seeking financial advice from AI may yield recommendations linked to corporate partners — like financial products or gig employment. Such suggestions may appear beneficial but align more with the platform’s profit motives than your requirements.
  • Lack of clarity: Similar to Honey’s prioritization of preferred retail discounts without transparency, AI tools often lack clarity about how they derive recommendations. Is the guidance genuinely in your best interests, or is it influenced by unspoken agreements?

Dig deeper: The moral implications of AI-driven marketing technology

What are digital systems selling you? Utilize these queries to uncover the truth

You don’t need to be a tech whiz to safeguard yourself from concealed motives. By posing the right questions, you can discern whose interests a platform genuinely serves. Here are five critical inquiries to consider.

1. Who gains from this system?

Every platform serves a purpose — but which one precisely?

Begin by pondering:

  • Is user benefit paramount, or does the platform favor advertisers and partners?
  • What image does the platform cultivate for brands? Examine its business-facing materials. For instance, does it highlight its ability to influence user decisions or maximize advertiser gains?

What to keep an eye out for:

  • Platforms that assure consumer neutrality while selling advertisers the reins to influence. 
  • For instance, Honey claimed to offer savings while informing retailers it could prioritize their promotions over better options.

2. What are the costs — visible and hidden?

The majority of digital tools aren’t authentically “free.” Instead of monetary payment, you might be exchanging something else: your data, attention, or even trust.

Consider:

  • What are the trade-offs associated with this system? Privacy? Time? Emotional bandwidth?
  • Are there social or ethical implications? For example, does the platform contribute to misinformation, promote harmful practices, or exploit susceptible individuals?

What to look out for:

  • Platforms that downplay their data collection efforts or gloss over privacy concerns. If it’s labeled as “free,” chances are you’re the product.

3. How does this system shape behavior?

Every digital solution carries an agenda — sometimes subtle, at other times blatant. Algorithms, nudges, and design decisions dictate user interactions with the platform and can even shape your thinking patterns.

Reflect on:

  • In what ways does this system frame choices? Are alternatives presented to guide you toward specific results?
  • Does it employ strategies like urgency, customization, or gamification to steer your behavior?

What to be wary of:

  • Tools that present themselves as impartial yet guide you toward decisions favoring the platform or its partners. 
  • For instance, AI systems might subtly suggest financial products or services linked to corporate associations.

Dig deeper: The role of behavioral economics in marketing success

4. Who is accountable for misuse or damage?

When platforms inflict harm — whether it be data breaches, adverse mental health effects, or user exploitation — establishing accountability can often be unclear.

Ponder:

  • If something goes awry, who assumes responsibility?
  • Does the platform recognize potential dangers, or does it avoid accountability when issues arise?

What to monitor:

  • Companies prioritizing disclaimers over actual accountability. 
  • For example, platforms may place all responsibility on users for “misuse,” sidestepping systemic issues.

5. How does this system advocate for transparency?

A trustworthy platform does not conceal its operations — it welcomes examination. Transparency goes beyond explaining policies in convoluted legal language; it allows users to grasp and question the system.

Contemplate:

  • How accessible is information about what this platform does with my data, behavior, or trust?
  • Does the platform openly share details about its partnerships, algorithms, or data practices?

What to be alert for:

  • Platforms that obscure important information in legal jargon or neglect to disclose decision-making processes. 
  • True transparency resembles a “nutritional label” for individuals, defining who benefits and how.

Dig deeper: How harnessing wisdom can enhance AI’s efficacy in marketing

Learning from history to forge the future

We’ve encountered similar challenges in the past. In the formative years of search engines, the differentiation between paid and organic results faded until public demand for clarity instigated changes. Yet, with AI and the intention economy, the stakes are significantly elevated.

Organizations like the Marketing Accountability Council (MAC) are actively pursuing this aim. MAC assesses platforms, advocates for regulatory measures, and educates users on digital manipulation. Envision a scenario where each platform provides a straightforward, transparent “nutritional label” detailing its intentions and mechanisms. That’s the vision MAC is committed to realizing. (Disclosure: I am a founder of MAC.)

Creating a more equitable digital landscape is not merely a corporate obligation; it’s a shared one. The most effective solutions don’t arise from boardroom discussions but from individuals who are concerned. This is why your voice is essential in shaping this collective movement.

Dig deeper: The research behind compelling calls to action

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