How does it work? In short, from deep within, an extraordinary blueprint has been documented, known as the human genome, which programs how we look (phenotype) and how we tend to behave (instincts).
By deciphering the behavioral effects of the code, we can identify stimuli that trigger specific human actions.
Exploiting this phenomenon is not new; politics, propaganda and marketing have done it for millennia. However, today we are facing an exponentially growing situation due to the rise of Artificial Intelligence (AI).
Let’s say the digital algorithms already know which buttons to push to direct people; that is why they are a very pragmatic addition to modern advertising.
Until now, the affective modulation power that AI has is used by humans, which is not reassuring since, historically, we have been our worst predators. However, a new danger looms on the horizon: the possibility that automations guide our behaviors by themselves.
To illustrate with a real exercise, I asked ChatGPT4 to give me five powerful emotional tactics using the heuristics and cognitive biases proposed by behavioral economics to get votes in a political campaign. This is what he replied:
1. Effect of mere exposure
Feature the candidate consistently and in various media so voters become familiar with him or her. People tend to develop a preference for things simply because they are familiar with them.
2. Confirmation bias
Focus the message on issues that are already of interest to voters, making them feel that the candidate confirms their existing beliefs and values. This will make it easier for voters to identify with the candidate and make it more difficult for them to be critical of his political platform.
3. Anchorage
Establishes an emotionally potent reference point in the minds of voters by linking the candidate to a popular cause or issue of great importance. This will influence how voters evaluate the candidate relative to other issues and candidates.