Artificial intelligence and consumer choices: imagination as an antidote to the processes of behavioral bias

This contribution investigates which decisions we (un-) consciously delegate to AI in a context of consumption and purchase choices (of information, imaginaries, goods and services) and what margins of autonomy the individual may still have, while trying to preserve their own evaluative capacity. While today the idea of AI neutrality, as a mere result of computational calculations, appears to be outdated, it is necessary to explore whether and how AI can entangle us in clusterings or, on the contrary, allow greater moral involvement. The paper analyzes the micro-targeting strategies used by AI to encourage consumption and purchases and the profiling of our online behaviours, paying attention to behavioural advertising and behavioural bias systems. In conclusion, the author reflects on the ways in which the individual can stem this power of orientation of the algorithms, in particular through the capacity of imagination, typical only of human beings, which can counterbalance the mechanisms of induction to consumption rationally planned through AI.