AI doesn’t force us to buy stuff we don't need, but it makes temptation more personal

Increasingly, artificial intelligence is helping decide not only what you see, but which sales pitch is most likely to persuade you, writes Sharad Gupta

A recommendation arrives at exactly the right moment, perhaps accompanied by a discount or a reminder that an item is nearly sold out. File picture: iStock

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.