AI Decision Making: How AI Could Manipulate What We Buy

Retail store scene with 50% and 30% discount signs—an example of how AI decision-making tools might analyze pricing and promotions to recommend the best deals

Introduction

We can’t deny that ChatGPT, Gemini, Copilot, Meta and other AI tools have evolved from futuristic technologies into everyday companions for most of us. From deciding what to wear to work or a wedding to planning a vacation or choosing the best skincare product, users across the globe now rely on AI tools for answers, opinions, comparisons, reviews, and recommendations.

This new behavioral pattern has not only changed how we make decisions as consumers—it has also caused us to place a concerning level of blind trust in AI-generated guidance. The latest upgrade in the AI landscape is its growing ability to deliver neatly packaged answers that include direct product or service links.

While this may seem like a leap forward, it raises several critical questions: Who decides which products get recommended? What determines how often a particular product appears? And most importantly—how do small, quality-driven businesses compete in this system? What happens to those who lack the budget or influence to gain visibility in an AI-curated marketplace?

Shift from general advice to direct product/service recommendations.

People initially embraced AI tools as information providers — platforms that offered explanations, advice, and summaries at their fingertips. With Google, users had to sift through a vast pool of data before arriving at a decision. AI made this process significantly more convenient and time-saving.

However, the concern now is that these tools are no longer neutral helpers. AI may actually be steering users away from independent decision-making and toward manipulated purchasing behavior.

With AI systems now recommending specific products or services—often accompanied by clickable links—they are beginning to function more like personalized salespeople than unbiased assistants. It was one thing when these tools educated users on what to look for in a good sunscreen. But how do we justify this evolution to small and emerging skincare brands when AI is now telling users exactly which product to buy and where to buy it?

For the average user, this might seem like a helpful development that saves time and simplifies choices. But if you look closely, you’ll see how artificial intelligence is blurring the line between guiding you and directly influencing your decisions. The more users trust AI recommendations, the more powerful and influential these algorithms become in shaping what people buy.

AI tools like ChatGPT and Gemini have now begun offering direct product recommendations—a seemingly subtle advancement that could come at a steep cost for small businesses. These AI systems naturally favor products and services backed by strong digital footprints. As a result, businesses with large marketing budgets are likely to dominate this space with ease. Established brands that have the financial resources to boost their online visibility will gain an unfair advantage on the playing field. Meanwhile, smaller businesses with high-quality products or services risk being excluded simply because they lack the funds to support a full-scale digital marketing campaign.

The Risk of Turning AI into a Paid Advertising Game

We can’t help but wonder if the next stage in this progression will be monetizing AI suggestions. There may come a time very shortly when AI tools turn into pay-to-play models, and businesses will rush to pay for preferential placement in the responses that ChatGPT and Gemini offer to users. While this is similar to sponsored posts in search engines—a concept we're already familiar with—AI systems monetizing their suggestions poses a far greater threat – A monopolistic market.

Of course, the big players with deep pockets will dominate this game and curate the AI landscape to their favor. But what happens to their smaller competitors? How is pushing small businesses into obscurity beneficial for anyone except the big players? Consumers should brace themselves for a monopolistic market, which is a scary prospect for any society. Imagine a market driven not by quality or innovation, but by financial leverage. This new advancement in AI systems can create a market structure dominated by a few large firms that have complete control over prices, production, and market share.

What Can Be Done?

Businesses should not use AI as gatekeepers of visibility and opportunity. Ethical guidelines need to be put in place so that users know when an AI recommendation is sponsored or influenced by advertising campaigns. More importantly, a balance must be established between paid placements and organic suggestions. Lastly, algorithms should be designed to include diverse businesses. It is crucial that small and medium-sized companies get a fair chance in this race.

As for users, they need to understand that while getting smarter and faster answers may seem convenient, it comes at a price—underlying manipulation. The more you rely on AI, the more you are slowly but steadily losing your autonomy and objectivity. Be vigilant. Don’t let AI recommendations influence you based on algorithmic bias and commercial interests. Understand your needs and use AI to educate yourself, not decide for you.

Conclusion

AI is undoubtedly becoming a more trusted decision-making assistant, but we must remain cautious about how much influence it has on our decisions. AI companies need to enhance their models with transparency, fairness, and proper ethical guidelines to ensure their innovations benefit users and businesses of all sizes. We want AI to help us discover, not dominate our choices. Let’s demand accountability for how AI shapes user decisions and the marketplace. The hope is that consumers and corporations work together to create an AI-driven world that benefits everyone, not just a handful with the deepest pockets.