The rapid growth of generative AI (artificial intelligence) highlights how urgent it is to address privacy and ethical issues related to the use of these technologies across a range of sectors. Over the past year, data protection conferences have repeatedly emphasised AI's expanding role in the privacy and data protection domains as well as the pressing necessity for Data Protection Officers (DPOs) to handle the issues it presents for their businesses.
These issues include the creation of deepfakes and synthetic content that could sway public opinion or threaten specific individuals as well as the public at large, the leakage of sensitive personal information in model outputs, the inherent bias in generative algorithms, and the overestimation of AI capabilities that results in inaccurate output (also known as AI hallucinations), which often refer to real individuals.
So, what are the AI-driven dark patterns? These are deceptive UI strategies that use AI to influence application users into making decisions that favour the company rather than the user. These designs employ user psychology and behaviour in more sophisticated ways than typical dark patterns.
Imagine getting a video call from your bank manager (created by a deepfake) informing you of some suspicious activity on your account. The AI customises the call for your individual bank branch, your bank manager's vocal patterns, and even their look, making it quite convincing. This deepfake call could tempt you to disclose sensitive data or click on suspicious links.
Another alarming example of AI-driven dark patterns may be hostile actors creating highly targeted social media profiles that exploit your child's flaws. The AI can analyse your child's online conduct and create fake friendships or relationships that could trick the child into disclosing personal information or even their location to these people. Thus, the question arises: what can we do now to minimise these ills? How do we prevent future scenarios in which cyber criminals and even ill-intentioned organisations contact us and our loved ones via technologies on which we have come to rely for daily activities?
Unfortunately, the solution is not simple. Mitigating AI-driven dark patterns necessitates a multifaceted approach that includes consumers, developers, and regulatory organisations. The globally recognised privacy principles of data quality, data collection limitation, purpose specification, use limitation, security, transparency, accountability, and individual participation are universally applicable to all systems that handle personal data, including training algorithms and generative AI. We must now test these principles to discover if they can actually protect us from this new, and often thrilling, technology.
Prevention tips
First and foremost, we must educate people on AI-driven dark trends and fraudulent techniques. This can be accomplished by public awareness campaigns, educational tools at all levels of the education system, and the incorporation of warnings into user interfaces, particularly on social media platforms popular with young people. Cigarette firms must disclose the risks of their products, as should AI-powered services to which our children are exposed.
We should also look for ways to encourage users, particularly young and vulnerable users, to be critical consumers of information they come across online, especially when dealing with AI systems. In the twenty-first century, our educational systems should train members of society to question (far more) the source and intent of AI-generated content.
Give the younger generation, and even the older ones, the tools they need to control their data and customise their interactions with AI systems. This might include options that allow users or parents of young users to opt out of AI-powered suggestions or data collection.
Governments and regulatory agencies play an important role to establish clear rules and regulations for AI development and use. The European Union plans to propose its first such law this summer. The long-awaited EU AI Act puts many of these data protection and ethical concerns into action. This is a positive start.
