Dark Luxury: The Emergence of Digital Invisibility as a Status Signal in the Age of AI Surveillance
Dr. Anita Walia, Gangireddy Hruthika, Rifat Zaiba, Manaswini B.K, Harsh R
The basis of luxury branding has been the high visibility, aspirational communication, and wide digital interactions to develop the perception of desire and social status. Nevertheless, the blistering development of the artificial intelligence-powered surveillance, algorithmic advertising, and massive data tracking is changing the way consumers engage with the brands in the virtual space. As people grow more conscious of the fact of data gathering and niche marketing, attitudes towards privacy, exclusivity and control of personal information are beginning to balance out towards consumer attitudes. Here, the idea of dark luxury is developing, where exclusivity can be enhanced using regulated online image and minimal exposure online instead of complete exposure.