In 2024, as we venture into the new realm of AI, internet privacy remains a familiar tradeoff for consumers.

• Google's recent integration of Bard, its chat-based AI tool, with various Google apps and services is an example of how generative AI is being more directly brought into consumers' lives through text, image, and voice interactions.
• An example of where generative AI will shift from an efficiency-focused tool to a consumer-facing intelligent concierge is in the travel industry.
• As AI technology becomes more accessible, concerns about data privacy and protection will intensify, just as they have with every other internet-era innovation, including search, mobile, and social media.

Generative AI is being integrated into the online services of major technology companies such as Google, Meta, Microsoft, and Apple.

Google's recent integration of Bard, its chat-based AI tool, with various apps and services is an example of how generative AI is being brought more directly into consumers' lives through text, image, and voice interactions. Bard, which is bundled with Gmail, Docs, Drive, Google Maps, YouTube, Google Flights, and hotels, can act as a supercharged version of Google Assistant, using natural language and personalizing responses to individual user data. This allows users to perform tasks such as summarizing emails, booking trips, and creating shopping lists, without the need for a personal assistant.

In 2024, AI will become an even more prominent factor in decision-making for individuals and businesses, particularly in the travel industry. An intelligent concierge will be at the forefront, changing the way people search, pay, and make decisions. According to Eduardo Schutte, senior vice president at Amadeus, a global travel technology company, AI-powered chatbots will offer instant translation and act on behalf of travelers, making trips more accessible.

Through chatbot conversations, generative AI can identify the purpose of a trip, expectations, willingness to pay, and more, providing a more holistic approach to travel planning.

While on trips, the interactions won't cease. A user may encounter a fork in the road on a hiking trail and take a picture of the signage. They may then ask Google Bard which way is best for someone with an already-tired eight-year-old in tow. Conversational generative AI chatbots will adapt the content to the traveler's preferences and ask the right questions to understand their needs.

With the growing use of AI and its ease of incorporation into daily life, concerns about consumer privacy are gaining traction. At the core of this issue are tools like Bard and personalized online shopping experiences, which can pose potential security risks. According to Tal Zamir, CTO of cybersecurity company Perception Point, the deep integration of AI into users' data raises concerns about unauthorized access and misuse. As a result, it is crucial for shoppers to strike a balance between convenience and data protection measures.

After many years of using the internet, consumers should be aware of the security risks and take necessary precautions. However, for the most part, consumers have chosen to accept the risks in order to enjoy the benefits.

Zamir stated that by utilizing Bard, consumers are forfeiting some of their personal information in order to obtain its advantages.

The use of AI within online experiences has been increasing for several years, although not as transparently as consumer-focused AI tools.

Max Starkov, a hospitality and online travel industry technologist, consultant, and digital strategist, stated that Google has been using AI in search algorithms for years without consumers being aware of opt-in provisions related to AI specifically. According to Starkov, the results generated by AI represent the next phase in the "zero click" search results world that Google has been moving towards in recent years. He added that Google is already implementing gen AI behind the scenes to improve the precision of their "no click required" answer boxes.

Gen AI models are shifting from early developments being trained on stale data to acquiring more knowledge from the ever-changing internet and real-life search and navigation behavior of users. Online shopping and travel booking platforms are a treasure trove of individual user psychology and preferences, with aspirations and goals embedded in seemingly mundane searches for a new camping tent.

Did you search for something? When did you search? Was the answer box sufficient to answer your question/query or did you click on a link? Which link did you click on from the SERPs?

Someone who has searched for camping gear and Star Wars in the past may be recommended sustainable campaign bags featuring Han Solo. Similarly, someone planning a trip to Florida may be suggested Airbnbs near the Hemingway House if they have previously ordered "A Farewell to Arms" or "For Whom the Bell Tolls."

Google is treating Bard as a tool to assist with online search, rather than an upgraded version of it. A Google spokesperson stated that Bard is being utilized in ways that differ from how individuals typically search for information with Google Search.

"Individuals seek assistance from Bard for various tasks such as composing resumes, designing exercise regimens, and planning dream trips," she stated.

The company clarifies that personal information from Gmail, Docs, and Drive is not viewed by human reviewers, used for advertising purposes, or utilized to train the Bard model.

The spokeswoman stated that users have the power to manage their privacy settings by choosing how to utilize these extensions and can turn them off at any time.

Internet privacy watchdogs remain wary.

Since the 1990s, Jeff Chester, executive director of the Center for Digital Democracy (CDD), has been tracking the internet from a consumer privacy standpoint. He views the latest AI as an extension of a business model that has been the same for decades. While AI has many positive implications, such as in health innovation, Chester believes it is just another shattering of privacy and autonomy. The powers of persuasion make it even more critical to focus on consumer tradeoffs. Implicit in the corporate view that AI will understand you better than ever before is a potential rewiring of society, including what you buy and consume.

New privacy scores have been settled for Google, and regulators continue to work on the underlying issues on a broad scale. The FTC is currently in the process of updating its "commercial surveillance" rulemaking, with an expected update in the first quarter of 2024. The Consumer Financial Protection Bureau is also proposing rules to regulate data brokers. President Biden's executive order on AI also calls on regulators to take action.

Although Chester, who communicates directly with FTC officials, describes the current leadership as "privacy forward," he notes that despite the significant regulatory efforts of the FTC and CFPB, AI and privacy have not yet been fully integrated into the conversation.

Chester stated that he views the development of AI not as a novel approach, but as an advancement in the pursuit of companies and advertisers' goal of precisely understanding individuals' identities and behaviors.

Chester stated that consumers have always had options such as removing cookies and using privacy-aware browsers, but in reality, most people accept the trade-off for the convenience they receive. He argued that it is the original sin of the internet and it is too late to repent for all digital sinners. Chester questioned whether anyone would say, "I don't want my supermarket to have data, so I don't get discounts? Or Waze, so I don't know where the pharmacy is?"

Zamir predicts that bard extensions will become increasingly personalized and integrated with online shopping, with features such as automatically filling out checkout forms, tracking shipments, and comparing prices. However, he warns that this also comes with risks, including the possibility of unauthorized access to personal and financial information, malicious interception of real-time tracking information, and manipulation of price comparison data.

Before adopting Bard or other AI-powered tools, consumers should consider the potential risks and prioritize their privacy, as Zamir advised.