AI-powered platforms have more information about consumer preferences than what consumers have about themselves. Image: Shutterstock

The rise of artificial intelligence is enhancing online platforms’ ability to predict customer preferences. The results may benefit users, who may find value in personalized advertising and targeted product recommendations.

But according to Professor Ali Makhdoumi of Duke University’s Fuqua School of Business, the new AI tools are also making companies better at understanding customers’ vulnerabilities, which may enable them to manipulate user behavior in ways beneficial for the company but not for customers.

“Platforms have an information advantage,” Makhdoumi said in a talk on Fuqua’s LinkedIn page. “The question is whether this is good or bad for consumers.”

[This article has been reproduced with permission from Duke University's Fuqua School of Business. This piece originally appeared on Duke Fuqua Insights]

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How AI could potentially manipulate consumers

11 14
19.04.2024

AI-powered platforms have more information about consumer preferences than what consumers have about themselves. Image: Shutterstock

The rise of artificial intelligence is enhancing online platforms’ ability to predict customer preferences. The........

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