The AI-empowered dark patterns

Dark patterns (deceptive designs that intend to trick technology users into doing something they did not originally intend) are considered a threat to the well-functioning digital market and harmful to consumers. So far, much attention has been given to ‘traditional’ dark patterns, relying on the weaknesses of human cognition. Various classifications of dark patterns have been proposed to aid the recognition and regulation of the phenomena. Nevertheless, little attention has been given to artificial intelligence’s (AI) role in dark patterns and how it might affect consumers’ experience and the market. The present chapter addresses this gap through the analysis of hypothetical scenarios of AI-empowered dark patterns and the adverse effects they may generate, particularly on consumers’ experience.