AI's "Hyperpersonalization" - A Subtle Threat
In the ongoing discussion about artificial intelligence, much of the focus has been on concerns like redundancy and the hypothetical moment when machines become self-aware. But there’s a more immediate and subtle issue we must contend with: the erosion of personal agency, masked by the illusion of choice and so-called "hyperpersonalization."
What is Hyperpersonalization?
Hyperpersonalization refers to the sophisticated ways AI uses the vast amounts of data we freely give it. Through careful analysis, AI systems predict our preferences and nudge us towards decisions that feel natural and right. The problem is that these decisions aren’t necessarily aligned with our true goals, but instead are shaped by algorithms working to influence us. Over time, we've become more like participants in a system where, although we are well-informed and catered to, the decisions we make are increasingly shaped by external forces, often beyond our immediate awareness.
The Hidden Hands of AI
It's important to remember that AI isn't some autonomous, independent force. It’s in the hands of just a few dominant companies—Google, Meta, Amazon, Apple, Microsoft, TenCent and Alibaba. These corporations optimize AI primarily to generate profit, not to serve the public good. Though these companies have made grand promises in the past—Google’s "Do No Harm," for instance—our journey with them has led to a shift from being active consumers and partners in B2C, to passive raw material for their business models.
From exploiting data for targeted advertising to withdrawing measures on misinformation and hate speech, these companies have shown a clear pattern: profit often trumps public interest. Their drive to recover the billions invested in AI will almost certainly prioritize income generation over human agency, fairness, transparency, and the elimination of bias.
Data as the New Raw Material
In many ways, consumers are treated as raw material, akin to the extractive industries. Our data—our personal preferences, habits, and behaviors—is mined, analyzed, and used to generate clicks and payments. This process has become so seamless that we hardly notice how our autonomy is being whittled away.
Agency is something we often don’t value until it’s gone. It’s essential to recognize that while we may sometimes choose more structure and less freedom—for instance when we choose autocratic or theocratic government—this is a conscious decision. With AI, however, we are losing agency and freedom in a subtle, seductive way. It’s a loss we don’t often recognize until it’s too late. Unlike the overt choices we make about governance, the shift towards AI-driven control is not an informed decision, and it is happening in the background, shaping our lives without our full awareness.
A Call to Reflect and Engage
As we navigate the growing influence of AI in our lives, it’s important to reflect on how these technologies shape our choices and our agency. We must think critically about the "choices" AI offers us, recognizing that many are shaped by algorithms designed to influence, not empower, and that these algoithms are written by companies. By considering the role our data plays in this process and participating in the broader conversation around AI, we can help ensure it is developed in a way that respects our autonomy and serves the collective good. The more we understand and engage, the better we can protect our freedom and make informed decisions about the future.
