In the ever-evolving world of digital experiences, artificial intelligence (AI) has become a quiet but powerful force. From gaming to shopping to streaming, AI systems constantly analyse our behaviour—what we click, when we log in, and how long we stay—to anticipate what we might do next.
These predictions are designed to enhance convenience and engagement, shaping experiences that feel intuitive, even personalised.
But as AI becomes more sophisticated, it raises critical questions: Can machines genuinely understand human preferences? More importantly, can platforms leverage this technology without crossing the line between helpful guidance and manipulation?
This article explores how AI is being used to predict behaviour across online environments and what this means for user trust, autonomy, and the future of digital entertainment.
