Market research typically uses conversation or passive observation to learn about people. But, how can these methods of learnings go wrong, especially when artificial intelligence is present?
The primary four risks of using artificial intelligence in market research include:
- Enablement of malicious intent
- Invasion of privacy
- Reduction of agency
- Unpredictable secondary effects
The future of AI in market research might include look like AI systems that look and talk like humans to enable conversation, active observation of web activity and passive observation of image data to feed predictive analysis, or induction of behavior in daily activity outside of advertising. To define ethical use of these practices, we must consider if they are consensual, healthy, and truthful.