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All the dominant technology companies are integrating generative AI into their online services, from Google to Meta, Microsoft and Apple.

Google’s recent integrations of Bard, its chat-based AI tool, with a host of Google apps and services is one example of moving generative AI more directly into consumer life via text, image, and voice interactions. Bundled with everything from Gmail, Docs, and Drive to Google Maps, YouTube, Google Flights and hotels, Bard has the potential to act as a super-charged version of Google Assistant, culling enormous amounts of data online but personalizing responses to individual user data, all while working in a conversational, natural-language mode. Summarizing emails, booking trips, creating shopping lists — anything that might be done by a personal assistant — for people who don’t have a personal assistant.

After 2023’s major leap in the public consciousness about generative AI, next year individuals and businesses will be making even more decisions with AI at the center. One good example: how people travel. Generative AI will move from a behind-the-scenes driver of efficiency to the foreground, with the concept of an intelligent concierge changing consumer searches, payments, and decisions. “It will make trips more accessible, with fully voice-enabled chatbots offering instant translation and acting on behalf of a traveler,” said Eduardo Schutte, senior vice president at Amadeus, a global travel technology company.

For planning, the process will be more like talking to a travel agent, but one with access to a nearly unlimited amount of data, data that can be searched instantly and aligned with the individual. Beyond simple data points like price and date, more holistic concepts such as purpose will enter into the search process. “With generative AI, the purpose of a trip, expectations, willingness to pay, and more, can be more easily identified through chatbot conversations,” Schutte said.  

The interactions won’t end while on trips. Coming to a fork in the road on a hiking trail, a user might take a picture of the signage and ask Google Bard which way is a better bet for someone with an already-tired eight-year-old in tow. “Content will be adapted to what the traveler is looking for, while conversational generative AI chatbots will be used to ask the right questions to understand traveler preferences,” Schutte said.

But with the increasing use of AI, and the ease of incorporating it into daily life for individual benefit, concerns about consumer privacy are receiving fresh attention. At the most basic level, tools like Bard and the ability to improve the online shopping experience via personalized recommendations and streamlined product searches can create potential security risks, according to Tal Zamir, CTO of cybersecurity company Perception Point. “The AI’s deep integration into users’ data raises concerns about unauthorized access and misuse, making it crucial for shoppers to balance convenience with data protection measures,” Zamir said.

By now, after decades on the internet, consumers should mostly realize this and take the security measures that are available. And for the most part, consumers have accepted the risks in favor of the apparent rewards.

“Consumers who use Bard are giving up some of their personal data in exchange for the benefits of the tool,” Zamir said.

AI use within online experience has been growing for years already, even if not in as transparent a way as gen AI tools specifically for the consumer.

Google has been using AI in search algorithms for years without consumers focused on opt-in provisions related to AI specifically, said Max Starkov, hospitality and online travel industry technologist, consultant and digital strategist. The results generated by AI, he says, are the next phase in the “zero click” search results world that Google has been moving closer to in recent years. “Google is already implementing gen AI behind the curtains to improve the precision of their ‘no click required’ answer boxes,” he said.

Whether ChatGPT — which is also dealing with questions of data exploitation — or Google, gen AI models are moving from early advances being trained on “dead” data to gaining more knowledge from the ever-evolving internet and real-life search and pathing behavior of users. Online shopping and travel booking is a repository of individual user psychology and preferences, with aspirations and goals layered into seemingly innocuous research for a new camping tent.

What did you search? When did you search? Was the answer box sufficient to answer your question/query or did you click on a link? Which link did you click on from the SERPs (Search Engine Results Pages).

A search for camping gear by someone who has also searched in the past a lot for Star Wars and climate change might get recommended sustainable campaign bags featuring Han Solo. Or planning a trip to Florida may turn up Airbnbs near the Hemingway House for someone who has ordered “A Farewell to Arms” or “For Whom the Bell Tolls.” 

Google is positioning Bard as a complement to online search rather than a new enhanced version of it. “A creative collaborator,” said a Google spokeswoman, which she added is being used in ways that are different from how people typically look for information with Google Search.

“People are coming to Bard for help with all sorts of projects — like writing resumes, creating workout routines and planning dream vacations,” she said.

The company says it is also clear about the protection of personal information with content from Gmail, Docs and Drive, “not seen by human reviewers, used by Bard to show you ads or used to train the Bard model.”

And the spokeswoman said users are in control of privacy settings — deciding how to use these extensions, including the ability to turn them off at any time.

Internet privacy watchdogs remain wary.

For Jeff Chester, executive director of the Center for Digital Democracy (CDD), a Washington, D.C.-based non-profit organization — who has been tracking the internet from a consumer privacy standpoint since the 1990s — the latest AI is an extension of a business model that has more or less been the same for decades. Clearly, AI has a host of positive implications, Chester said, in health innovation, for example. “But basically, it’s just another shattering of the glass in terms of privacy and identity and autonomy,” he added. And its powers of persuasion make a focus on the consumer tradeoffs even more critical. Implicit in the corporate view that AI will understand you better than ever before is a potential rewiring of society, “and what you buy and consume,” he said. 

In the case of Google, some old privacy scores have just been settled. Regulators continue new work on the underlying issues — on a broad scale. The FTC started a “commercial surveillance” rulemaking process in late 2022, with an update expected in the first quarter of 2024. The Consumer Financial Protection Bureau is proposing rules to rein in data brokers. President Biden’s executive order on AI also calls on regulators to act.

But Chester, who speaks directly with FTC officials, and describes the current leadership as notable for being “privacy forward,” says that despite the significant regulatory promise of the FTC and CFPB efforts, AI and privacy has not yet been “on the map” in the way it should be.

“I don’t look at it as a new innovative approach but a continued evolution in the interests of companies and advertisers to know exactly who you are, and what you are doing,” Chester said. “AI will up the ante on all of it.”

Consumers have always had options — such as removal of cookies, privacy-aware browsers — but practically speaking, most individuals accept what they get in return for sharing. “It’s the original sin of the internet and it’s too late to repent all digital sinners,” Chester said. “Who is going to say, ‘I don’t want my supermarket to have data, so I don’t get discounts? Or Waze, so I don’t know where the pharmacy is?” Chester said.

Bard extensions are expected to become even more personalized and integrated with the online shopping experience, according to Zamir, including automatically filling out checkout forms, tracking shipments, and comparing prices automatically. All of this entails risk, he said, from unauthorized access to personal and financial information during the automated form-filling process, malicious interception of real-time tracking information, and even potential manipulation of price comparison data.

“The benefits of Bard should be weighed against the potential dark consequences, and consumers must exercise caution and prioritize their privacy before embracing Bard or other AI-powered tools,” Zamir said.

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Google hit with second antitrust blow, adding to concerns about future of ads business

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Google hit with second antitrust blow, adding to concerns about future of ads business

Google CEO Sundar Pichai testifies before the House Judiciary Committee at the Rayburn House Office Building on December 11, 2018 in Washington, DC.

Alex Wong | Getty Images

Google’s antitrust woes are continuing to mount, just as the company tries to brace for a future dominated by artificial intelligence.

On Thursday, a federal judge ruled that Google held illegal monopolies in online advertising markets due to its position between ad buyers and sellers.

The ruling, which followed a September trial in Alexandria, Virginia, represents a second major antitrust blow for Google in under a year. In August, a judge determined the company has held a monopoly in its core market of internet search, the most-significant antitrust ruling in the tech industry since the case against Microsoft more than 20 years ago. 

Google is in a particularly precarious spot as it tries to simultaneously defend its primary business in court while fending off an onslaught of new competition due to the emergence of generative AI, most notably OpenAI’s ChatGPT, which offers users alternative ways to search for information. Revenue growth has cooled in recent years, and Google also now faces the added potential of a slowdown in ad spending due to economic concerns from President Donald Trump’s sweeping new tariffs.

Parent company Alphabet reports first-quarter results next week. Alphabet’s stock price dipped more than 1% on Thursday and is now down 20% this year.

Why Google's antitrust woes endangers its AI momentum

In Thursday’s ruling, U.S. District Judge Leonie Brinkema said Google’s anticompetitive practices “substantially harmed” publishers and users on the web. The trial featured 39 live witnesses, depositions from an additional 20 witnesses and hundreds of exhibits.

Judge Brinkema ruled that Google unlawfully controls two of the three parts of the advertising technology market: the publisher ad server market and ad exchange market. Brinkema dismissed the third part of the case, determining that tools used for general display advertising can’t clearly be defined as Google’s own market. In particular, the judge cited the purchases of DoubleClick and Admeld and said the government failed to show those “acquisitions were anticompetitive.”

“We won half of this case and we will appeal the other half,” Lee-Anne Mulholland, Google’s vice president or regulatory affairs, said in an emailed statement. “We disagree with the Court’s decision regarding our publisher tools. Publishers have many options and they choose Google because our ad tech tools are simple, affordable and effective.”

Attorney General Pam Bondi said in a press release from the DOJ that the ruling represents a “landmark victory in the ongoing fight to stop Google from monopolizing the digital public square.”

Potential ad disruption

If regulators force the company to divest parts of the ad-tech business, as the Justice Department has requested, it could open up opportunities for smaller players and other competitors to fill the void and snap up valuable market share. Amazon has been growing its ad business in recent years.

Meanwhile, Google is still defending itself against claims that its search has acted as a monopoly by creating strong barriers to entry and a feedback loop that sustained its dominance. Google said in August, immediately after the search case ruling, that it would appeal, meaning the matter can play out in court for years even after the remedies are determined.

The remedies trial, which will lay out the consequences, begins next week. The Justice Department is aiming for a break up of Google’s Chrome browser and eliminating exclusive agreements, like its deal with Apple for search on iPhones. The judge is expected to make the ruling by August.

Google CEO Sundar Pichai (L) and Apple CEO Tim Cook (R) listen as U.S. President Joe Biden speaks during a roundtable with American and Indian business leaders in the East Room of the White House on June 23, 2023 in Washington, DC.

Anna Moneymaker | Getty Images

After the ad market ruling on Thursday, Gartner’s Andrew Frank said Google’s “conflicts of interest” are apparent by how the market runs.

“The structure has been decades in the making,” Frank said, adding that “untangling that would be a significant challenge, particularly since lawyers don’t tend to be system architects.”

However, the uncertainty that comes with a potentially years-long appeals process means many publishers and advertisers will be waiting to see how things shake out before making any big decisions given how much they rely on Google’s technology.

“Google will have incentives to encourage more competition possibly by loosening certain restrictions on certain media it controls, YouTube being one of them,” Frank said. “Those kind of incentives may create opportunities for other publishers or ad tech players.”

A date for the remedies trial hasn’t been set.

Damian Rollison, senior director of market insights for marketing platform Soci, said the revenue hit from the ad market case could be more dramatic than the impact from the search case.

“The company stands to lose a lot more in material terms if its ad business, long its main source of revenue, is broken up,” Rollison said in an email. “Whereas divisions like Chrome are more strategically important.”

WATCH: U.S. judge finds Google holds illegal online ad-tech monopolies

U.S. judge finds Google holds illegal online ad tech monopolies

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Discord sued by New Jersey over child safety features

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Discord sued by New Jersey over child safety features

Jason Citron, CEO of Discord in Washington, DC, on January 31, 2024.

Andrew Caballero-Reynolds | AFP | Getty Images

The New Jersey attorney general sued Discord on Thursday, alleging that the company misled consumers about child safety features on the gaming-centric social messaging app.

The lawsuit, filed in the New Jersey Superior Court by Attorney General Matthew Platkin and the state’s division of consumer affairs, alleges that Discord violated the state’s consumer fraud laws.

Discord did so, the complaint said, by allegedly “misleading children and parents from New Jersey” about safety features, “obscuring” the risks children face on the platform and failing to enforce its minimum age requirement.

“Discord’s strategy of employing difficult to navigate and ambiguous safety settings to lull parents and children into a false sense of safety, when Discord knew well that children on the Application were being targeted and exploited, are unconscionable and/or abusive commercial acts or practices,” lawyers wrote in the legal filing.

They alleged that Discord’s acts and practices were “offensive to public policy.”

A Discord spokesperson said in a statement that the company disputes the allegations and that it is “proud of our continuous efforts and investments in features and tools that help make Discord safer.”

“Given our engagement with the Attorney General’s office, we are surprised by the announcement that New Jersey has filed an action against Discord today,” the spokesperson said.

One of the lawsuit’s allegations centers around Discord’s age-verification process, which the plaintiffs believe is flawed, writing that children under thirteen can easily lie about their age to bypass the app’s minimum age requirement.

The lawsuit also alleges that Discord misled parents to believe that its so-called Safe Direct Messaging feature “was designed to automatically scan and delete all private messages containing explicit media content.” The lawyers claim that Discord misrepresented the efficacy of that safety tool.

“By default, direct messages between ‘friends’ were not scanned at all,” the complaint stated. “But even when Safe Direct Messaging filters were enabled, children were still exposed to child sexual abuse material, videos depicting violence or terror, and other harmful content.”

The New Jersey attorney general is seeking unspecified civil penalties against Discord, according to the complaint.

The filing marks the latest lawsuit brought by various state attorneys general around the country against social media companies.

In 2023, a bipartisan coalition of over 40 state attorneys general sued Meta over allegations that the company knowingly implemented addictive features across apps like Facebook and Instagram that harm the mental well being of children and young adults.

The New Mexico attorney general sued Snap in Sep. 2024 over allegations that Snapchat’s design features have made it easy for predators to easily target children through sextortion schemes.

The following month, a bipartisan group of over a dozen state attorneys general filed lawsuits against TikTok over allegations that the app misleads consumers that its safe for children. In one particular lawsuit filed by the District of Columbia’s attorney general, lawyers allege that the ByteDance-owned app maintains a virtual currency that “substantially harms children” and a  livestreaming feature that “exploits them financially.”

In January 2024, executives from Meta, TikTok, Snap, Discord and X were grilled by lawmakers during a senate hearing over allegations that the companies failed to protect children on their respective social media platforms.

WATCH: The FTC has an uphill battle in its antitrust case against Meta.

The FTC has an uphill battle in its antitrust case against Meta: Former Facebook general counsel

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23andMe bankruptcy under congressional investigation for customer data

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23andMe bankruptcy under congressional investigation for customer data

Signage at 23andMe headquarters in Sunnyvale, California, U.S., on Wednesday, Jan. 27, 2021.

David Paul Morris | Bloomberg | Getty Images

The House Committee on Energy and Commerce is investigating 23andMe‘s decision to file for Chapter 11 bankruptcy protection and has expressed concern that its sensitive genetic data is “at risk of being compromised,” CNBC has learned.

Rep. Brett Guthrie, R-Ky., Rep. Gus Bilirakis, R-Fla., and Rep. Gary Palmer, R.-Ala., sent a letter to 23andMe’s interim CEO Joe Selsavage on Thursday requesting answers to a series of questions about its data and privacy practices by May 1.

The congressmen are the latest government officials to raise concerns about 23andMe’s commitment to data security, as the House Committee on Oversight and Government Reform and the Federal Trade Commission have sent the company similar letters in recent weeks.

23andMe exploded into the mainstream with its at-home DNA testing kits that gave customers insight into their family histories and genetic profiles. The company was once valued at a peak of $6 billion, but has since struggled to generate recurring revenue and establish a lucrative research and therapeutics businesses.

After filing for bankruptcy in in Missouri federal court in March, 23andMe’s assets, including its vast genetic database, are up for sale.

“With the lack of a federal comprehensive data privacy and security law, we write to express our great concern about the safety of Americans’ most sensitive personal information,” Guthrie, Bilirakis and Palmer wrote in the letter.

23andMe did not immediately respond to CNBC’s request for comment.

More CNBC health coverage

23andMe has been inundated with privacy concerns in recent years after hackers accessed the information of nearly 7 million customers in 2023. 

DNA data is particularly sensitive because each person’s sequence is unique, meaning it can never be fully anonymized, according to the National Human Genome Research Institute. If genetic data falls into the hands of bad actors, it could be used to facilitate identity theft, insurance fraud and other crimes.

The House Committee on Energy and Commerce has jurisdiction over issues involving data privacy. Guthrie serves as the chairman of the committee, Palmer serves as the chairman of the Subcommittee on Oversight and Investigations and Bilirakis serves as the chairman of the Subcommittee on Commerce, Manufacturing and Trade.

The congressmen said that while Americans’ health information is protected under legislation like the Health Insurance Portability and Accountability Act, or HIPAA, direct-to-consumer companies like 23andMe are typically not covered under that law. They said they feel “great concern” about the safety of the company’s customer data, especially given the uncertainty around the sale process.

23andMe has repeatedly said it will not change how it manages or protects consumer data throughout the transaction. Similarly, in a March release, the company said all potential buyers must agree to comply with its privacy policy and applicable law. 

“To constitute a qualified bid, potential buyers must, among other requirements, agree to comply with 23andMe’s consumer privacy policy and all applicable laws with respect to the treatment of customer data,” 23andMe said in the release.

23andMe customers can still delete their account and accompanying data through the company’s website. But Guthrie, Bilirakis and Palmer said there are reports that some users have had trouble doing so.

“Regardless of whether the company changes ownership, we want to ensure that customer access and deletion requests are being honored by 23andMe,” the congressmen wrote.

WATCH: The rise and fall of 23andMe

The rise and fall of 23andMe

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