In recent years, artificial intelligence (AI) has profoundly transformed how we interact with technology, reshaping economic and social dynamics. Some have emphasized ethical concerns, while others focus on political and social implications. However, beyond the attention economy—which has dominated the internet by monetizing users’ time and interest—a new paradigm is emerging, described by researchers as “the intention economy.” This concept, according to academics from the University of Cambridge, represents a shift in how companies exploit human data, raising ethical and social risks to unprecedented levels.
What is the Intention Economy?
The intention economy is based on analyzing and predicting our intentions using AI systems.
These systems not only seek to capture our attention but also anticipate our desires, needs, and decisions before they materialize, turning them into commodities to be sold to businesses and advertisers.
As noted by Jonnie Penn and Dr. Yaqub Chaudhary, researchers at Cambridge’s Leverhulme Centre for the Future of Intelligence, this emerging economy could become “a gold rush” for those capable of manipulating and monetizing our most intimate intentions.
Unlike the attention economy, which focuses on keeping us engaged through attractive advertisements and content, the intention economy goes further: it employs advanced AI tools, such as generative language models (LLMs), to collect psychological and behavioral data through everyday interactions. These technologies analyze patterns in behavior, language, and preferences, subtly shaping our decisions. This scenario is driven by the stark disparity between our understanding of these tools and their rapid technological advancements.
According to Cambridge researchers, we are on the brink of a profound shift in the relationship between information technologies and human autonomy.
Anthropomorphic conversational AIs—such as digital assistants and chatbots—are being designed to interact more intimately with users, building trust and adapting to their emotions and behaviors. While this level of personalization may seem benign or even helpful, it opens the door to social manipulation on an industrial scale.
Dr. Chaudhary highlights that these systems collect far more personal information than traditional online interaction records, including speech patterns, emotions expressed during conversations, and contextual details revealing preferences, moods, and potential future decisions. “What we say, how we say it, and the real-time inferences these technologies can make from it are powerful tools to influence our future decisions,” he asserts.
Moreover, the danger is not limited to consumption. The intention economy could have devastating consequences in key areas such as democratic elections, press freedom, and fair economic competition. For instance, the ability to predict and redirect voters’ political intentions could significantly alter democratic balance.
Signs on the Horizon: Corporations and Technology
Although the intention economy is still described as an aspirational horizon, researchers already detect signs of this trend in the strategies of major tech corporations.
OpenAI, Meta, Nvidia, and Apple are investing in tools capable of understanding and predicting human intentions. From Meta’s “Intentonomy” project to Apple’s intention prediction frameworks, the goal is clear: to turn our aspirations and potential decisions into a lucrative market.
While these technological advancements are not inherently negative, researchers emphasize that, without proper regulation, this economy could undermine fundamental societal values. According to Penn, public awareness is key. “We must consider how this market will affect human aspirations before we become victims of its unintended consequences,” he warns.
For the philosophies of technology and society, the intention economy raises urgent questions: To what extent can our freedom be influenced without us noticing? How do we preserve autonomy in a world where our decisions are bought and sold before we make them?
The intention economy redefines digital capitalism and poses an existential challenge about humanity’s place in an AI-driven system. In this context, it is imperative to open the debate and foster critical reflection on the future we want to build.
The question is not whether these technologies will advance but how we choose to use them. Will we become passive accomplices in a system that commodifies our intentions, or will we take collective action to ensure these tools serve the common good?
