THE ALGORITHM KNOWS WHAT YOU WANT

HOW AI INFLUENCES OUR HEARTS (AND CARTS)

- Words by: Phia Manuell Layoso

Ever get the feeling that your phone is reading your mind? One minute, you're just mindlessly browsing the internet for a new pair of shoes, and before you know it, your social media sites, search engines, and shopping apps are all coming up with eerily similar items to what you just had in mind. From tech gadgets to fashion accessories, it's almost as if your gadgets are whispering: “This is exactly what you need.”

In reality, that whisper is artificial intelligence, or AI, working behind the scenes. The algorithm that powers apps, websites, and even your go-to online shopping sites is getting smarter and wiser. They don't just simply show random things; they scan your preferences, trends, and socials and guess what you'll want next, often before you do yourself. This is more than a fascinating quirk of modern technology.

How AI Learns What You Like

At the heart of these virtual nudges is machine learning, a form of AI that detects patterns in data. Each time you like a post, swipe by on a story, or tap on a product, your actions are recorded and monitored. Gradually, AI constructs an elaborate profile of your preferences, interests, and even your mood patterns.

Netflix or Spotify, for example, recommends programs or playlists to you based on your tastes, usually before you have actually searched for them. The algorithm is predictive; it estimates chances based on what others with similar behavior have done. The same holds for online shopping; if customers who purchased a yoga mat also bought a set of resistance bands, the algorithm may recommend the bands to you even if you weren't aware you were looking for them.

This technique, called “collaborative filtering,” is merely one of several methods that online businesses and technology firms employ to guide shopper action. The AI essentially asks: What would people like you purchase next?

The Subtle Push of the Algorithm