CAMBRIDGE: Artificial intelligence could play a pivotal role in shaping human decision-making by analyzing users' intention, behavior, and psychological data, as detailed in a recent study.

According to Anadolu Agency, the study conducted by Cambridge University's Leverhulme Centre for the Future of Intelligence delves into a new digital market termed the "intention economy." This emerging model aims to interpret and predict users' intentions based on their online activities, offering companies the ability to collect comprehensive data on users. Such information ranges from hotel booking plans to political opinions, as published in the Harvard Data Science Review.

Researchers have raised concerns that companies using these AI systems may not only predict but also manipulate users' decisions. There is potential for these systems to sell the gathered data to third parties, warning that the implications for user privacy and autonomy are profound.

The study notes a shift from traditional models to the intention economy, where companies are increasingly targeting users' political preferences, vocabulary, age, gender, online behavior, and private interests to maximize profits. This approach underscores a significant change in how businesses engage with consumers in the digital age.

Researchers also cautioned that AI models could soon provide real-time suggestions for users' future plans, potentially altering those plans. The study emphasizes the risks posed by such technologies and calls for a critical examination of their impact on society.