Artificial intelligence can analyse enormous amounts of information, identify psychological patterns and tailor its messages to each individual. It can understand our concerns, identify our beliefs, detect our insecurities and learn which arguments earn our trust. It does not need to force us to do anything. It simply needs to understand how we think and adapt the information it provides to gradually influence our decisions. Its persuasive power lies not only in what it knows, but in how it uses that knowledge to make us accept certain ideas.

Until now, propaganda has targeted large groups through relatively generalised messages. Artificial intelligence makes it possible to turn this into an individualised conversation with millions of people simultaneously. Each person can receive a different message, shaped around their own preferences, fears and beliefs. The consequences extend to elections, consumption, personal relationships, financial decisions and our perception of reality. The real danger is not that a machine can impose its will on us, but that it can influence ours without us even realising it. Manipulation is no longer a mass activity. It is becoming a personalised and scalable service.