AI-Powered Personalisation
AI powered personalisation refers to how AI are able to tailor its recommendations to consumers based on their interests, making digital experience more personalised and automated. Social media platforms such as Facebook, Instagram, TikTok are utalising such advantage to learn user preference to predict what users wants to see. For example, instead of users actively searching for things to do over the weekends, users are actively presented with content that is selected by artificial intelligence based on their browsing history and their interactions with algorithms. Resulting in platforms such as TikTok, Instagram to recommend posts, videos to users to match their preference. As much as this helps users to make decision more efficently, it also encourages more time spent in scrolling phones, reducing human to human interactions.
Digital curator and gatekeeper
Image showing pictures of people using virtual reality to view products.
AI’s a digital curator and gatekeeper
Artificial Intelligence uses algorithm to decide what content appears in social media feeds. Rather than manually searching for informations online, users are guided towards a specific content that AI thinks users finds it relevant. This promotes a passive information input that users are likely to take in information presented to them thinking that the information has already filtered by Aritificial Intelligence. One such example is when users use Google search to search for things, the first thing that comes up is AI overview instead of articles. As AI algorithm becomes the primary filter of how consumers search for online information, it will cause users to have over-reliance of information presented, resulting in not factchecking informations.
AI makes helps to make simplifies complex content
Artificial Intelligence simplifies complex information to make it understandable for people. As artificial intelligence is able to curate information, they are able to present key points, ideas that are in short and digestible format. This allows consumers to understand without the need to go through a large amount of information presented online. That being said, while this provides convenience to consumers, these information is condensed and may present biasness which does not allow differential perspectives.
Is Generative AI a concern in how consumer behaves?
Yes to a certain degree. As much as Generative AI provides personalised recommendations to make it easier for users to consolidate ideas, improve user experience, it also raises questions about how algorithms shape information as well as security issues in this digital age. Consumers should be self aware of what is presented to them and think twice before using the information.