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« LLMs (Large Language Models such as ChatGPT Editor's note: will determine what your intention is, what your desire is, what you are trying to do, given the context, and present the information to you in the best possible way.”.
This statement by Jensen Huang, CEO of Nvidia, says a lot about the expectations of the tech giants on this technology. The Internet economy could be radically transformed while our democracies also risk paying the price. A look back at a fascinating study carried out by scientists from the University of Cambridge.
From the attention economy to the intention economy
To summarize the authors' thesis, we need to define what the attention economy is that has been governing the Internet for many years now. Concretely, the web giants and in particular social networks do everything to keep you on their platforms for as long as possible to capture your attention. In other words, to get to know you better and make you view advertisements based on your interests. It’s pretty basic, but it allows them to collect astronomical sums each year.
200% Deposit Bonus up to €3,000 180% First Deposit Bonus up to $20,000The intention economy relies on new AI models that understand and predict our intentions and could sell this information to companies that would in turn profit from it.
Jonnie Penn, one of the authors, thus underlines: “If it is not regulated, the intention economy will treat your motivations as the new currency. It will be a gold rush for those who target, direct and sell human intentions.”
He adds: “We should start thinking about the likely impact such a market would have on human aspirations, including free and fair elections, a free press, and fair market competition, before we fall victim to its unintended consequences.”
A Pretty Scary Future
In their study, the researchers note that language models such as ChatGPT could be used to “anticipate and guide” users based on “intentional, behavioral, and psychological”.
They cite the example of an AI that would try to capture the attention of an Internet user in real time by asking them if they have thought about watching a particular film or series. They cite the example of a dialogue where the chatbot suggests: “You mentioned that you feel overworked, should I book you that movie ticket we talked about”?”
Finally, the authors imagine a future where large technology companies, such as Meta, would sell to advertisers a user's intentions to book a restaurant, a flight or a hotel. And an AI with which you interact all day long will be all the more able to anticipate your aspirations.
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