What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence

Juan Pablo Bermúdez; Rune Nyrup; Sebastian Deterding; Laura Moradbakhti; Celine Mougenot; Fangzhou You; Rafael A. Calvo

doi:10.1109/ETHICS57328.2023.10155039

What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence

Juan Pablo Bermúdez
, Rune Nyrup
, Sebastian Deterding
, Laura Moradbakhti
, Celine Mougenot
, Fangzhou You
, Rafael A. Calvo

Imperial College London

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

3 Scopus citations

Abstract

Concerns about threats to human autonomy feature prominently in the field of AI ethics. One aspect of this concern relates to the use of AI systems for problematically manipulative influence. In response to this, the European Union's draft AI Act (AIA) includes a prohibition on AI systems deploying subliminal techniques that alter people's behavior in ways that are reasonably likely to cause harm (Article 5(1)(a)). Critics have argued that the term 'subliminal techniques' is too narrow to capture the target cases of AI-based manipulation. We propose a definition of 'subliminal techniques' that (a) is grounded on a plausible interpretation of the legal text; (b) addresses all or most of the underlying ethical concerns motivating the prohibition; (c) is defensible from a scientific and philosophical perspective; and (d) does not over-reach in ways that impose excessive administrative and regulatory burdens. The definition provides guidance for design teams seeking to pursue responsible and ethically aligned AI innovation.

Original language	English
Title of host publication	2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology
Subtitle of host publication	Ethics in the Global Innovation Helix, ETHICS 2023
Editors	Marc Cheong, Joe Herkert, Justin Hess
Publisher	Institute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)	9781665457132
DOIs	https://doi.org/10.1109/ETHICS57328.2023.10155039
State	Published - 2023
Externally published	Yes
Event	2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology, ETHICS 2023 - West Lafayette, United States Duration: 18 May 2023 → 20 May 2023

Publication series

Name	2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023

Conference

Conference	2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology, ETHICS 2023
Country/Territory	United States
City	West Lafayette
Period	18/05/23 → 20/05/23

Keywords

Automated Influence
Autonomy
Dark Patterns
EU AI Act
Ethical Risks of Artificial Intelligence
Mental Integrity
Nudge
Online Manipulation

Access to Document

10.1109/ETHICS57328.2023.10155039

Cite this

Bermúdez, J. P., Nyrup, R., Deterding, S., Moradbakhti, L., Mougenot, C., You, F., & Calvo, R. A. (2023). What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence. In M. Cheong, J. Herkert, & J. Hess (Eds.), 2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023 (2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ETHICS57328.2023.10155039

Bermúdez, Juan Pablo ; Nyrup, Rune ; Deterding, Sebastian et al. / What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence. 2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023. editor / Marc Cheong ; Joe Herkert ; Justin Hess. Institute of Electrical and Electronics Engineers Inc., 2023. (2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023).

@inproceedings{874711db0118488c86d89fc82324220d,

title = "What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence",

abstract = "Concerns about threats to human autonomy feature prominently in the field of AI ethics. One aspect of this concern relates to the use of AI systems for problematically manipulative influence. In response to this, the European Union's draft AI Act (AIA) includes a prohibition on AI systems deploying subliminal techniques that alter people's behavior in ways that are reasonably likely to cause harm (Article 5(1)(a)). Critics have argued that the term 'subliminal techniques' is too narrow to capture the target cases of AI-based manipulation. We propose a definition of 'subliminal techniques' that (a) is grounded on a plausible interpretation of the legal text; (b) addresses all or most of the underlying ethical concerns motivating the prohibition; (c) is defensible from a scientific and philosophical perspective; and (d) does not over-reach in ways that impose excessive administrative and regulatory burdens. The definition provides guidance for design teams seeking to pursue responsible and ethically aligned AI innovation.",

keywords = "Automated Influence, Autonomy, Dark Patterns, EU AI Act, Ethical Risks of Artificial Intelligence, Mental Integrity, Nudge, Online Manipulation",

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year = "2023",

doi = "10.1109/ETHICS57328.2023.10155039",

language = "English",

series = "2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023",

publisher = "Institute of Electrical and Electronics Engineers Inc.",

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booktitle = "2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology",

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Bermúdez, JP, Nyrup, R, Deterding, S, Moradbakhti, L, Mougenot, C, You, F & Calvo, RA 2023, What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence. in M Cheong, J Herkert & J Hess (eds), 2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023. 2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023, Institute of Electrical and Electronics Engineers Inc., 2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology, ETHICS 2023, West Lafayette, United States, 18/05/23. https://doi.org/10.1109/ETHICS57328.2023.10155039

What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence. / Bermúdez, Juan Pablo; Nyrup, Rune; Deterding, Sebastian et al.
2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023. ed. / Marc Cheong; Joe Herkert; Justin Hess. Institute of Electrical and Electronics Engineers Inc., 2023. (2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence

AU - Bermúdez, Juan Pablo

AU - Nyrup, Rune

AU - Deterding, Sebastian

AU - Moradbakhti, Laura

AU - Mougenot, Celine

AU - You, Fangzhou

AU - Calvo, Rafael A.

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N2 - Concerns about threats to human autonomy feature prominently in the field of AI ethics. One aspect of this concern relates to the use of AI systems for problematically manipulative influence. In response to this, the European Union's draft AI Act (AIA) includes a prohibition on AI systems deploying subliminal techniques that alter people's behavior in ways that are reasonably likely to cause harm (Article 5(1)(a)). Critics have argued that the term 'subliminal techniques' is too narrow to capture the target cases of AI-based manipulation. We propose a definition of 'subliminal techniques' that (a) is grounded on a plausible interpretation of the legal text; (b) addresses all or most of the underlying ethical concerns motivating the prohibition; (c) is defensible from a scientific and philosophical perspective; and (d) does not over-reach in ways that impose excessive administrative and regulatory burdens. The definition provides guidance for design teams seeking to pursue responsible and ethically aligned AI innovation.

AB - Concerns about threats to human autonomy feature prominently in the field of AI ethics. One aspect of this concern relates to the use of AI systems for problematically manipulative influence. In response to this, the European Union's draft AI Act (AIA) includes a prohibition on AI systems deploying subliminal techniques that alter people's behavior in ways that are reasonably likely to cause harm (Article 5(1)(a)). Critics have argued that the term 'subliminal techniques' is too narrow to capture the target cases of AI-based manipulation. We propose a definition of 'subliminal techniques' that (a) is grounded on a plausible interpretation of the legal text; (b) addresses all or most of the underlying ethical concerns motivating the prohibition; (c) is defensible from a scientific and philosophical perspective; and (d) does not over-reach in ways that impose excessive administrative and regulatory burdens. The definition provides guidance for design teams seeking to pursue responsible and ethically aligned AI innovation.

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KW - Autonomy

KW - Dark Patterns

KW - EU AI Act

KW - Ethical Risks of Artificial Intelligence

KW - Mental Integrity

KW - Nudge

KW - Online Manipulation

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DO - 10.1109/ETHICS57328.2023.10155039

M3 - Conference contribution

AN - SCOPUS:85164784505

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BT - 2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology

A2 - Cheong, Marc

A2 - Herkert, Joe

A2 - Hess, Justin

PB - Institute of Electrical and Electronics Engineers Inc.

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Bermúdez JP, Nyrup R, Deterding S, Moradbakhti L, Mougenot C, You F et al. What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence. In Cheong M, Herkert J, Hess J, editors, 2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023. Institute of Electrical and Electronics Engineers Inc. 2023. (2023 IEEE International Symposium on Ethics in Engineering, Science, and Technology: Ethics in the Global Innovation Helix, ETHICS 2023). doi: 10.1109/ETHICS57328.2023.10155039

What Is a Subliminal Technique? An Ethical Perspective on AI-Driven Influence

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Keywords

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