In one embodiment, a device obtains content data provided by a social media platform to a user of the social media platform. The social media platform selects the content data for the user based on a behavioral model of the user. The device maintains an artificial intelligence-based model that models associations between the content data and interaction data indicative of interactions between the user and the social media platform. The device selects, using the artificial intelligence-based model, an obfuscation action to lower an accuracy of the behavioral model of the user, based on one or more configuration parameters set by the user. The device initiates performance of the obfuscation action.