Is personalisation a good thing?

Personalisation can work in your favour. More relevant answers, examples that make sense to you, responses that match your level.

But if the chatbot has picked up incorrect details, it might confidently give you wrong information; e.g., mixing up details about you with someone else you've asked questions about.

There's another risk too: if it's always tailoring to what you want to hear, it might stop challenging you, a bit like a filter bubble.

Like any tool, knowing how it works helps you spot when personalisation is helping and when it might be leading you astray.

How personalisation can be used to trick or harm

• Scammers can use AI personalisation techniques to generate fake but convincing emails, texts and messages (scams) targeted at you
• Scammers can use AI voice cloning to impersonate family members, teachers or officials asking for money or information
• Deepfake video calls can make a scammer look and sound like someone you know or trust
• Fake AI-generated profiles build trust before asking for money or information
• AI can scrape your social media to learn details about you making scams feel uncannily personal and believable