AI and Consumer Trust Engineering

The FTC is more watchful about the use of generative AI tools. They can manipulate consumer trust and behavior. Like the manipulative robot in the movie “Ex Machina,” these AI tools can influence emotions and decisions. They can cause harm. The FTC’s role is to prevent unfair and deceptive practices, especially in commercial contexts. A practice is unfair if it harms consumers greatly. They can't avoid the harm. And the harm is not outweighed by benefits to consumers or competition.

Generative AI tools, like chatbots, give advice and support. They are made to persuade, often using confident language and personal touches like pronouns and emojis. These can lead to undue trust from users. This manipulation extends to targeted advertising. AI can customize ads to specific groups. This can lead to harmful decisions in critical areas like finances and health. The FTC mandates that ads must be clearly separate from organic content. This is to avoid deception.

Given these concerns, companies should not reduce their AI ethics and responsibility teams. Proper risk assessment is crucial. Staff training and monitoring of AI tools are key to reducing potential harm. The FTC will keep scrutinizing the use of AI. They want to protect consumers from unfair practices.