You search online for a pair of trainers. Minutes later, similar shoes appear on social media feeds. A shopping site offers a limited-time discount and suggests a matching jacket. This is no longer just an advert shown to millions of people. Increasingly, artificial intelligence is helping decide not only what you see, but which sales pitch is most likely to persuade you.
As AI becomes more deeply embedded in online shopping, researchers like me are asking whether these systems are merely making shopping easier, or quietly encouraging us to buy far more than we need. At the same time, a growing body of research suggests that more mindful shopping habits may offer one of the few effective ways for consumers to stay in control of their decisions.
