It's an interesting question.
At first, Artificial Intelligence will observe user actions, determine behaviour patterns and psychological characteristics. This will allow us to predict user behavior and create analytical reports that will help to interact more effectively with the audience. For example, we can calculate the probability of a user making a purchase, or any other actions.
In the next stage, Artificial Intelligence will be able to make decisions about what to offer users to maximize their engagement and activity. That is, the machine itself will understand how to make a person active. And this ability will improve over time.
In the long run, this technology may become a basis for development of Digital Immortality. Artificial Intelligence will independently reproduce fragments of human personality based on activity history.
But we probably still don't see the entire range of possibilities.