In recent months, there has been a surge of interest in the risks of generative AI and the potential impact on our lives. While many of the warnings given revolve around the power of generative AI to create content quickly and at scale, what is often overlooked is the interactive element of this technology that makes it much more dangerous than traditional media. By customizing the layout, content and messaging to a user’s personal data, generative AI can create targeted content that is highly effective and far more manipulative than any targeted material we have faced before.
The two major types of targeted generative media are targeted generative advertising and targeted conversational influence. With targeted generative ads, the content is created in real time with influence objectives provided by sponsors and personal data related to the user. This will enable the AI system to maximize impact on the user by customizing ad layout, messaging, colors, fonts and even the age, race and style of the people shown. Major tech players, such as Meta and Google, have already announced plans to invest in generative AI for online ads.
Conversational influence poses a more sinister risk. It occurs when AI agents are integrated into online sites and apps and use promotional messaging through interactive chatbots or voice-based systems. Powered by large language models and fed data about the user, the AI can tailor its dialogue to optimally target the user with persuasive intent. Even worse, these generative conversations can document how well prior conversations worked to persuade you, learning what tactics are the most effective.
The biggest issue with generative AI is that it creates an asymmetric power balance in which users are vulnerable to predatory practices that range from subtle coercion to manipulative influence. For this reason, governments and industry leaders must focus on generative AI when regulating media and taking measures to protect consumers.
But generative AI is also a huge opportunity. Companies have the potential to harness this technology to create highly effective promotional content that is customized for individual users. Meta and Google have already taken the first steps in this direction and other major tech players are likely to follow suit. On July 11-12, top executives in San Francisco will meet to discuss how to integrate and optimize AI investments to drive success. Join them to learn more.
