Media conglomerate Cox Media Group (CMG) has stirred controversy with its assertions about the capabilities of “Active Listening” technology, which allegedly empowers marketers to covertly monitor conversations via smartphones and other devices.
CMG initially made claims about this technology in a post that has since been deleted. According to CMG, “Active Listening” can utilize embedded microphones in various devices, such as smartphones and smart TVs, to eavesdrop on customers. The primary objective is to gather data about consumers, enabling highly targeted advertising. CMG’s VP of digital strategy asserted in a document that “Yes, our phones are listening to us,” going against the prevailing consensus in the tech community, which typically denies the existence of such capabilities. Comparable allegations have been made against tech giant Facebook in the past, leading to public denials.
CMG contends that “Active Listening” is legally permissible because customers ostensibly consent to this form of phone monitoring through the terms of service when purchasing a new device. Allegedly, the technology builds customer profiles based on overheard conversations, with the intention of reducing irrelevant ads and improving the precision of targeted advertising.
CMG’s approach involves creating detailed consumer personas and employing artificial intelligence to tap into relevant conversations. Additionally, tracking pixels are integrated into business websites to measure the return on investment. CMG suggests that this technology is not merely a futuristic concept but is already operational, enabling businesses to pinpoint specific markets and receive real-time notifications when potential customers express a need for their products or services.
Nonetheless, skepticism surrounds the legitimacy and functionality of CMG’s claims. Most smartphones incorporate indicators that notify users when their microphones are active, and CMG has not furnished concrete evidence or provided further insights into how their technology functions. Consequently, questions persist regarding the extent to which “Active Listening” is genuinely deployed and its potential implications for consumer privacy.
4 Comments