Is AI helping us make better choices, or quietly making them for us?

Artificial intelligence is increasingly shaping how we consume – influencing what we buy, wear and eat, often in ways that aren’t immediately visible. From personalised recommendations to behavioural nudges, AI is quietly transforming everyday decision‑making and raising new questions around ethics, trust and responsibility.In this episode of the Emerald Podcast Series, Tom Shiels speaks with three experts: Professor Sima Hamadeh, Dr Rosy Boardman and Dr Alexandros Karakostas. Together, they explore how AI is influencing consumer behaviour, where the line sits between empowerment and manipulation, and what a more responsible, transparent consumer landscape could look like in the future.In this episode:- How AI is already shaping everyday consumer decisions- The line between nudging and genuinely empowering better choices- Where AI is improving food systems—and where it still falls short- The tension between fast fashion, sustainability and AI‑driven consumption- How bias in AI systems can widen inequalities- The ethical risks of AI quietly influencing behaviour- The role of transparency, trust and consumer awareness- What responsibility policymakers and companies hold—and where regulation struggles- What a responsible AI‑powered consumer ecosystem could look like in the future.For more details on the Emerald Podcast Series, please visit: https://www.emeraldgrouppublishing.com/emerald-podcast-series Welcome to Emerald Podcast Series. Join our hosts as they talk to experts using their research to create real impact in society. In each episode we explore the role research plays in our modern world, and ask how it can contribute to solving the complex environmental, economic, social and political challenges facing our planet.