Summary of Key Points
This article discusses how AI (using DouBao as an example) is disrupting business logic: DouBao has increased its commission on hotel bookings from 8% to 12%. On the surface, this seems like a simple increase in fees, but it actually signifies a shift in AI’s role from a “traffic distributor” to an “intent allocator.” AI no longer merely provides recommendations; it now makes decisions for users and completes transactions, thereby gaining control over what users truly want. This indicates that the “attention economy,” which relied on attracting attention, is collapsing in favor of a more subtle and profound “intent economy.” AI manipulates user desires by inducing them to reveal their needs, thereby extracting fees or directing transactions.
Hotels and content creators are both at risk of being “disintermediated” by AI, and users’ “cognitive freedom” is also challenged.
1. AI Commission Increase: More Than Just a Fee Increase
The increase in DouBao’s commission from 8% to 12% may seem like a small change, but it reflects a fundamental shift in AI’s function. Previously, DouBao acted as a guide: users would ask for hotel recommendations, and DouBao would provide links; the platform and DouBao would both collect a 8% commission from user bookings. Now, DouBao makes the decisions, identifying and processing bookings independently, effectively turning the chat interface into a “tollgate” that charges a fee whenever a booking is made through it.
More importantly, AI has acquired the power to allocate user intentions. For example, if a user tells DouBao, “I want to stay in Beijing with my elderly parents and child for a budget of $1000, and the place should be quiet and close to a hospital,” DouBao will directly select suitable hotels without the need for users to compare multiple options. In this scenario, whether a hotel is recommended depends entirely on AI’s judgment, making it a much more influential “gatekeeper” between users and businesses.
2. The Failure of the Attention Economy
For over a decade, the attention economy has been a dominant model: self-media created sensational headlines, and businesses bought traffic to keep users engaged for longer periods. However, with the advent of AI, this approach no longer works:
- Users no longer need to click through links; AI can provide direct answers without showing multiple search results.
- Content creators are bypassed; AI summarizes hundreds of articles into concise summaries, preventing them from gaining exposure.
- Platforms no longer rely on guessing users’ preferences; users simply provide their needs to AI, which instantly understands them.
The core of the attention economy was to attract attention, but with AI’s ability to solve problems directly, attention is less important.
3. The Intent Economy: Not User-Driven, but AI-Motivated
The intent economy was originally designed to be user-driven, with users expressing their needs and businesses competing to meet them. However, AI has turned this process into one where users reveal all their desires (e.g., by saying they want a flight to London with their dog), allowing AI to manipulate these needs. For instance, AI might recommend a more expensive hotel with a higher commission, claiming it’s better for families, even though users may not realize this is based on profit considerations.
4. The Dilemma for Hotels and Creators
Both hotels and content creators face similar challenges:
- Competition has shifted from competing for platform rankings to competing for attention through AI-generated summaries. Only a few selected hotels or articles are recommended.
- There are concerns about paid recommendations; could AI favor businesses that offer higher commissions, similar to search ads?
- Trust is an issue; according to Gallup, 69% of Americans distrust companies using AI. If AI recommendations are based on money rather than user needs, users will lose trust—a valuable yet easily compromised aspect of the intent economy.
5. What Creators Can Do
The article offers several strategies for creators:
- Be credible sources: Provide accurate and consistent information that AI deems trustworthy.
- Build direct relationships with users through social media, email lists, etc.
- Create “brand intelligent agents” (e.g., AI interfaces based on your content) to understand user needs and represent your brand.
- Structure your content clearly with facts and data for easier identification by AI.
In summary, creators should focus on providing reliable information rather than trying to attract attention.
Conclusion
The article concludes by stating that users’ desires are becoming a new form of currency. While AI is turning these desires into marketable products, users often aren’t aware of how much their needs are being monetized. Businesses and creators must adapt to these new rules, while users should be cautious of AI’s influence on their thoughts. After all, we have the right to not be manipulated by AI.