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.

Advertising has always tried to influence consumers. While mass marketing delivered the same message to everyone, AI can build detailed profiles from our interests and online behaviour, continually adjusting recommendations based on what we search for, click on or leave in an online basket.

On online shopping sites this might mean product recommendations linked to a recent search. On social media, it could be a sponsored post resembling content already holding your attention.

Personalisation can be genuinely useful, reducing the effort involved in finding relevant products. But it also allows advertising to become more adaptive. And potentially more persuasive.

That persuasion works because it........

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