“…On the other hand, effective influence invites manipulation, a morally dubious form of influence. Generative AI could, for instance, "make email scams more effective by generating personalised and compelling text at scale" (Weidinger et al, 2022) or learn to generate outputs that effectively exploit users' cognitive biases to influence their behaviour (Kenton et al, 2021). More generally, whenever effective influence is rewarded-which is the case in almost any area of human interaction, such as social life, marketing, or politics-there is a strong incentive to turn from legitimate forms of influence like rational persuasion to more effective but morally dubious forms of influence like manipulation.…”