Internet Marketing

Are AI tools shaping your intentions more than you think?

I use AI tools like ChatGPT, Gemini and Copilot to explore career plans, obligations, ambitions and even moments of self-doubt. It’s not just about finding answers, it’s about gaining clarity by seeing your ideas reflected, reframed or expanded.

Millions of people rely on AI for guidance and trust these systems to help them navigate the complexities of life. Yet every time we share, we also teach these systems. Our vulnerabilities – our doubts, our hopes and our worries – have become part of a larger machine. AI doesn’t just help us; it’s learning from us.

From capturing attention to shaping intention

For years, the attention economy has thrived on capturing and monetizing our attention. Social media platforms have optimized their algorithms for engagement, often favoring sensationalism and outrage to keep us scrolling. But now, AI tools like ChatGPT represent the next phase. They don’t just grab our attention; they shape our actions.

This development has been dubbed the “intent economy,” in which companies collect and commodify user intent – ​​our goals, desires, and motivations. As researchers Chaudhary and Penn argue in their Harvard Data Science Review article: “Beware the economy of intent: collecting and commodifying intent via large language models,“These systems don’t just respond to our requests: they actively shape our decisions, often aligning with business profits rather than personal benefits.

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The role of honey in the economy of intention

Honey, the browser extension acquired by PayPal for $4 billion, illustrates how trust can be quietly exploited. Marketed as a tool to save users money, Honey’s practices tell a different story. YouTuber MegaLag said, in his series “Exposing the Honey Influencer Scam“, that the platform was redirecting influencers’ affiliate links to itself, diverting potential revenue while capturing clicks for profit.

Honey also gave retailers control over which coupons users saw, thereby promoting less attractive discounts and steering consumers away from better deals. The influencers who supported Honey unknowingly encouraged their audience to use a tool that siphoned off their own commissions. By positioning itself as a useful tool, it built trust and then leveraged it for financial gain.

“Honey wasn’t saving you money, she was stealing from you while pretending to be your ally.”

– MegaLag

(Note: some have said that MegaLag’s account contains errors; This is an ongoing story.)

A subtle influence in disguise

The dynamics we observed with Honey may seem eerily familiar to AI tools. These systems present themselves as neutral and free from overt monetization strategies. ChatGPT, for example, doesn’t bombard users with ads or sales pitches. It feels like a tool designed solely to help you think, plan, and solve problems. Once this trust is established, it becomes much easier to influence decisions.

Framing of results: AI tools can suggest options or advice that nudge you toward specific actions or perspectives. By framing problems in a certain way, they can shape the way you approach solutions without you realizing it.

Business Alignment: If the companies behind these tools prioritize profits or specific agendas, they can tailor responses based on those interests. For example, asking an AI for financial advice may result in suggestions related to partner businesses, such as financial products, jobs, or services. These recommendations may seem useful, but ultimately they serve the platform’s bottom line more than your needs.

Lack of transparency: In the same way that Honey prioritized retailers’ preferred discounts without disclosing them, AI tools rarely explain how they evaluate the results. Is the advice based on your best interests – or on hidden agreements?

Dig Deeper: The Ethics of AI-Driven Marketing Technology

What do digital systems sell you? Ask these questions to find out

You don’t need to be a tech expert to protect yourself from hidden agendas. By asking the right questions, you can determine whose interests a platform actually serves. Here are five key questions to guide you.

1. Who benefits from this system?

Every platform serves someone, but who, exactly?

Start by asking yourself:

Are users the main priority or does the platform prioritize advertisers and partners? How does the platform present itself to brands? Look at its promotions aimed at businesses. For example, does it boast about shaping user decisions or maximizing partner profits?

What to watch out for:

Platforms that promise neutrality to consumers while selling advertisers’ influence. Honey, for example, promised savings to users but told retailers it might prioritize their deals over better deals.

2. What are the costs — visible and invisible?

Most digital systems aren’t really “free.” If you don’t pay with money, you pay with something else: your data, your attention or even your trust.

Ask yourself:

What do I have to give up to use this system? Confidentiality? Time? Emotional energy? Are there societal or ethical costs? For example, does the platform contribute to misinformation, amplify harmful behavior, or exploit vulnerable groups?

What to watch out for:

Platforms that minimize data collection or minimize privacy risks. If it’s “free”, you are the product.

3. How does the system influence behavior?

Every digital tool has an agenda – sometimes subtle, sometimes not. Algorithms, nudges, and design choices shape the way you interact with the platform and even the way you think.

Ask yourself:

How does this system frame decisions? Are the options presented in a way that subtly directs you toward specific outcomes? Does it use tactics like urgency, personalization, or gamification to guide your behavior?

What to watch out for:

Tools that present themselves as neutral but push you towards choices that benefit the platform or its partners. AI tools, for example, can subtly recommend financial products or services linked to corporate agreements.

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4. Who is responsible for misuse or harm?

When platforms cause harm – whether it’s a data breach, mental health impact, or user exploitation – accountability often becomes a murky subject.

Ask yourself:

If something goes wrong, who will take responsibility? Does the platform recognize potential risks or deflect responsibility when harm occurs?

What to watch out for:

Companies that prioritize disclaimers over liability. For example, platforms that deny users full responsibility for “misuse,” but fail to address systemic flaws.

5. How does this system promote transparency?

A trustworthy system doesn’t hide how it works: it invites scrutiny. Transparency is not just about explaining policies in the fine print; it’s about enabling users to understand and question the system.

Ask yourself:

Is it easy to understand what this platform does with my data, my behavior or my trust? Does the platform disclose its partnerships, algorithms, or data practices?

What to watch out for:

Platforms that bury crucial information in legalese or avoid disclosing how decisions are made. True transparency is like a “nutrition label” for users, showing who benefits and how.

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Learn from the past to shape the future

We have faced similar challenges before. In the early days of search engines, the line between paid and organic results was blurred until public demand for transparency forced change. But with AI and intentional economics, the stakes are much higher.

Organizations like the Marketing Accountability Council (MAC) are already working in this direction. MAC evaluates platforms, advocates for regulation, and educates users about digital manipulation. Imagine a world where every platform has a clear and honest “nutrition label” describing its intentions and mechanisms. This is the future that MAC is striving to create. (Disclosure: I founded MAC.)

Creating a fairer digital future is not just a corporate responsibility; it’s a collective problem. The best solutions don’t come from boards of directors but from people who care. That’s why we need your voice to shape this movement.

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Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the supervision of the writing and contributions are checked for quality and relevance to our readers. The opinions they express are their own.

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