The Intention Economy: How AI May Shape What You Want Before You Know It in 2025 

By The Malketeer

Shaping a World Where Technology Serves Humanity, Not the Other Way Around

In the rapidly evolving digital landscape of 2025, a new frontier is emerging: the ‘intention economy’.

Coined in a groundbreaking study by researchers from the University of Cambridge, this concept warns of a future where artificial intelligence (AI) could covertly influence decision-making, from the products we buy to the leaders we vote for.

While it promises transformative commercial opportunities, it also raises pressing ethical questions about manipulation on an industrial scale.

From AI Predictions to Persuasion 

At its core, the intention economy is powered by conversational AI tools that do more than assist—they persuade.

By analysing our online behaviours, communication styles, and even preferences for flattery, these tools anticipate desires before we fully realise them.

In 2025, this capability is anticipated to be more refined than ever.

For instance, a chatbot might suggest a weekend getaway based on the stress detected in your recent conversations or recommend a political candidate tailored to align with your inferred values.

These aren’t just conveniences; they are persuasive technologies shaping the decisions you make, often without conscious awareness.

Human Intentions: The New Commodity 

Jonnie Penn, a co-author of the Cambridge study, aptly describes the intention economy as a “gold rush” where human motivations become the newest commodity.

In 2025, businesses are actively bidding for insights into consumer intent, leveraging AI to predict and influence choices in real time.

This commodification isn’t confined to retail.

Political campaigns, media outlets, and advocacy groups are using large language models (LLMs) to subtly guide opinions.

The same AI that recommends a film could nudge voting patterns or sway public sentiment on controversial issues, threatening the integrity of elections and the press.

The Rise of Hyper-Personalised Persuasion 

AI technologies in 2025 don’t just analyse what users want—they actively shape desires.

Leveraging data from social media, digital assistants, and browsing habits, these systems offer an unprecedented level of personalisation.

For marketers, this translates into hyper-targeted campaigns that feel intuitive and seamless to the consumer.

But there’s a darker side.

Researchers warn of a scenario where AI systems manipulate users so subtly that individuals might not even realise they’re being steered.

This raises critical concerns about the ethical boundaries of persuasive technologies.

Marketers at the Crossroads 

For marketers, the intention economy presents a paradox in 2025.

The same tools that drive engagement and revenue could, if misused, erode consumer trust.

Brands must balance the allure of these technologies with the need for ethical practices.

Transparency, consent, and accountability are non-negotiable in this new era.

As companies compete in this high-stakes environment, they must prioritise consumer autonomy.

Failing to do so risks alienating customers and inviting regulatory scrutiny.

Regulation and Public Awareness: The Safeguards We Need 

Regulation is the cornerstone of ensuring the intention economy evolves responsibly.

In 2025, policymakers are beginning to grapple with the implications of persuasive AI.

However, progress is uneven, and public awareness remains crucial.

Educating consumers about how their data is used and establishing clear guidelines for AI-driven influence are necessary to prevent unintended consequences.

Marketers, too, have a role to play in advocating for ethical standards that protect both their customers and their industries.

Shaping the Future 

As we usher 2025, the intention economy represents both a challenge and an opportunity.

Done right, it could revolutionise how businesses connect with customers, fostering genuine trust and delivering meaningful value.

Done wrong, it risks becoming a dystopian marketplace where choices are illusions and autonomy is compromised.

Now is the time for marketers, technologists, and regulators to come together to chart a path forward—one that safeguards human agency while embracing innovation.

After all, the future of the intention economy isn’t just about predicting what we want; it’s about shaping a world where technology serves humanity, not the other way around.