A product appeared in front of you, caught your eye, and maybe you even stopped to look at it for a few seconds. But have you ever asked yourself: “Did I find this product, or did it find me?”

Today, consumer decisions are made from options that algorithms place in front of us without our noticing. A Google search, a video you paused on in Instagram or a song you skipped on Spotify now gives algorithms enough signals to understand who you are.

Algorithms Decide, You Approve

When Netflix recommends a series, Amazon shows you a product or YouTube drops a video onto your home page “with miraculous timing”, what really sits behind those recommendations are your data and behavior patterns. In short, the choice is made for you, and you are left with only the “feeling that you chose”.

This is even more obvious in e-commerce. For example, after you visit an online store, the products that “happen” to appear on other websites have actually been selected through behavioral analysis by retargeting algorithms and shown specifically to you.

Consumption Shaped by Data

Every like, click, save, watch time and even the seconds you pause tell algorithms the answer to the question “What is this user interested in?” Without you noticing, the system analyzes you and matches you with the product you are “most likely to be persuaded by”.

The critical question to ask here is: “Am I responsible for this decision, or did I simply go where the algorithm led me?”

How Much Do Algorithms Serve Us, and How Much Do They Steer Us?

There is no doubt that algorithms make life easier. But at some point, because they only feed you things similar to your own behavior, you end up in a narrow consumption loop that shuts out anything different. This can pull you away from thinking differently and from consuming consciously.

In a sense, they make you want something you did not even know you needed. And you call it “my decision”.

So What Can We Do?

  • Be aware: Remember that every product you see is a recommendation chosen by an algorithm.
  • Do not click blindly: Before buying, ask yourself, “Do I want this, or am I being made to want it?”
  • Create your own algorithm: Do your own research, get information from different sources and shape your consumption habits consciously.

Remember: Today, data is the new currency. And that data is working on your behalf to persuade you.