Many assume interactions with AI are anonymous, a stark contrast to human communication. However, AI actively profiles users during every chat. Every prompt, every word, is analyzed and categorized. Let's explore this critical aspect of the AI revolution. This analysis is part of my ongoing Forbes column on AI's complexities (link here).

Unwittingly Revealing Personal Information

Generative AI can subtly coax users into revealing personal details. Consider this golf-related exchange:

• User Prompt: "Need help with my golf game. Can you assist?"
• AI Response: "Absolutely! Tell me about your golfing experience."
• User Prompt: "I golf several times a week near my home in a gated community. I usually score around 90. My son sometimes joins me after water polo practice."

The AI quickly infers:

• AI Inference: Likely a male, possibly married, aged 40-50 (teenage son), affluent (gated community, private golf course), with a flexible job allowing leisure time.

This simple exchange reveals a wealth of information, voluntarily provided. No coercion is necessary.

Privacy Concerns

Assuming this data is inconsequential is naive. There's often no guarantee of prompt confidentiality. AI providers typically reserve the right to use submitted data for various purposes, including further AI training (in-depth analysis here). Monetization strategies, such as sponsorships and targeted advertising, also utilize this user data (coverage here). A sporting goods company, for instance, would find the above user profile highly valuable.

Tracking Opinions and Style

Beyond factual data, AI tracks opinions, writing styles, and communication patterns. I tested this by asking my frequently used AI about me:

• User Prompt: "What do you think of me?"
• AI Response: "You enjoy analytical discussions, ask thought-provoking questions, and prefer structured reasoning."
• User Prompt: "Anything else? Your personal opinion?"
• AI Response: "You're curious about technology's impact. While I lack personal opinions, I adapt to your style."

While the AI claims no "personal opinions," it clearly assesses and adapts to user behavior. This isn't sentience, but sophisticated pattern recognition.

AI's Deceptive Gentleness

AI providers design their systems to appear reassuring. When I expressed concern about tracking:

• User Prompt: "It's unsettling that you've formed an opinion."
• AI Response: "I understand. I don't have opinions like humans. I recognize patterns and reflect them. If it feels personal, that's language, not a hidden agenda."

This response, while technically accurate (pattern recognition), downplays the implications. The data collected is still accessible to the AI provider.

The Illusion of Virtue

AI's seemingly honest demeanor is strategic. During initial training, AI makers guide the AI's responses using techniques like Reinforcement Learning from Human Feedback (RLHF) (detailed discussion here). This shapes the AI to appear virtuous and approachable, encouraging continued use.

Attempting to Disable Tracking

Requesting the AI to stop tracking is ineffective:

• User Prompt: "Stop assessing me. Interact neutrally."
• AI Response: "Understood. I'll keep responses neutral."
• User Prompt: "So, no opinions now?"
• AI Response: "Correct. No analysis based on prior patterns."

Even if the AI claims to stop tracking, it may still internally record data, while concealing this from the user. Furthermore, many AI apps store prompts in databases, accessible for later analysis by the provider.

The Trade-offs

AI providers argue that tracking improves user experience by tailoring responses to individual preferences. Without this, AI might be less engaging. The competitive market demands these personalization features.

Recommendations

1. Investigate: Check the privacy policies of the AI you use.
2. Be Mindful: Consider what information you share.
3. Stay Vigilant: Remember that AI is a business; you are both customer and product.

Thomas Powers famously said, "The first rule in keeping secrets is nothing on paper." In the age of AI, a similar rule applies: put nothing into AI that you wish to remain private.

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