Personalisation Kills Choice

Open your phone right now and look at what appears. Perhaps TikTok serves you videos about obscure cooking techniques you watched once at 2am. Spotify queues songs you didn't know existed but somehow match your exact mood. Google Photos surfaces a memory from three years ago at precisely the moment you needed to see it. The algorithms know something uncanny: they understand patterns in your behaviour that you haven't consciously recognised yourself. This isn't science fiction. It's the everyday reality of consumer-grade AI personalisation, a technology that has woven itself so thoroughly into our digital lives that we barely notice its presence until it feels unsettling. More than 80% of content viewed on Netflix comes from personalised recommendations, whilst Spotify proudly notes that 81% of its 600 million-plus listeners cite personalisation as what they like most about the platform. These systems don't just suggest content; they shape how we discover information, form opinions, and