Our conversations might not be as private as we think. A recently unveiled technology could well confirm our worst fears. What lies behind this new active listening tool? And who is really responsible?
Cox Media Group, an American media conglomerate, has developed a technology capable of listening to our conversations through the microphones of our connected devices. This technology, named "Active Listening," leverages artificial intelligence to target ads with ultra-precision.
In practice, the system captures keywords exchanged during everyday conversations in real-time. This information is then analyzed and cross-referenced with our online behaviors to build detailed consumer profiles. Consequently, a simple discussion about a product can trigger an avalanche of targeted advertisements.
The publication
404 Media revealed the existence of this software after obtaining internal documents from Cox Media Group. According to these documents, the program had been pitched to several large companies, including some tech giants. However, these companies deny any direct involvement.
Tech giants like Google, Meta, and Amazon, mentioned among the potential partners of this project, quickly responded. Google suspended its partnership with Cox Media Group, while Amazon denied any connection with this listening technology. Meta, for its part, clarified its relationship with Cox Media.
The legality of this technology is at the heart of many questions. In the United States, recording conversations often requires explicit consent, and bypassing this rule could constitute a violation of privacy laws. Cox Media Group, however, relies on the terms of service of devices, which users often accept without reading.
To avoid such surveillance, it is advised to regularly check app permissions, disable unused voice functionalities, and carefully read the terms of service. The stakes are significant, as this case highlights the blurry boundaries between technological innovation and the respect of individual rights.
The revelations about "Active Listening" continue to raise questions about the balance between progress and privacy protection. What will be the future of our conversations in the digital age? Heated debates are on the horizon.
How does targeted advertising via connected devices work?
Technologies like "Active Listening" use the built-in microphones of connected devices (smartphones, smart speakers, TV remotes...) to capture conversations. These recordings are analyzed by artificial intelligence algorithms, which extract keywords to target ads based on the user's interests and behaviors.
The captured data is cross-referenced with other information, such as browsing history, online searches, and past purchases. This allows for the creation of a precise user profile, particularly identifying purchasing intentions. Advertisers can then deliver ultra-targeted ads on various channels, such as social networks, websites, or mobile apps.
Article author: Cédric DEPOND