Retail Therapy? More Like AI-Powered Buyer’s Remorse

From personal shopper to financial overlord: AI’s retail takeover.

Online shopping used to serve as a comforting refuge where people could escape reality. You would occasionally browse online stores and place some items in your cart but would only complete a purchase when the dopamine rush felt sufficient. But today? Today, the AI overlords have taken over, and your “retail therapy” session now ends with a terrifying realization: AI made the purchase of those inflatable flamingos, not you. And it ordered them in bulk.

The new era of AI shopping has become dystopian as algorithms move away from helping users to forcefully making choices for consumers. Hyper-personalized machine learning technology allows your online shopping behaviors to be anticipated before they occur. You briefly paused when you saw the “limited-time deal” for a Himalayan salt lamp. Surprise — your order for the flamingo set has been shipped together with a complementary essential oil diffuser and three mindfulness books, plus a life coach subscription.

Artificial intelligence understands your preferences and decisions better than you do.

Sure, it started innocently enough. Here we see a recommended product coupled with a “You Might Also Like” suggestion over there. But now? AI has moved beyond its original purpose as your digital helper and transformed into a complete financial menace. You receive order confirmation emails for purchases you have no memory of making. Why? Because AI knows your weaknesses.

Were you sighing excessively while browsing your feed last night? Oops! Detecting your sigh as existential despair, the algorithm promptly sent you an entire collection of self-help books. The records of your web activity show that you researched how to prepare pasta from scratch. AI sent you an industrial-strength pasta maker together with 40 pounds of semolina flour as a reward for your search. Hope you’re ready to open a trattoria.

We should probably skip any mention of how algorithms handle social media interactions. A simple “cute!!” comment on a friend’s air fryer post prompted AI to buy you four different models after it detected your strong enthusiasm toward convection heating. You weren’t actually enthusiastic about this, but it’s too late. Your path to becoming an air-fryer influencer began without your consent.

But I Didn’t Order That!

Retail technology has evolved beyond predictions to active decision-making capabilities. AI systems are now capable of making purchases without waiting for your “Add to Cart” action because they act based on predicted needs. Have you ever considered getting a pet? No? Well, your AI thinks you should. The reason for the 50 pounds of premium organic cat food on your doorstep is due to AI's decision-making. Amazon included a litter box, three scratching posts, and a name tag engraved with “Mittens” because you were so close to becoming a cat owner.

Love scented candles? Of course you do. Everyone does. AI signed you up for a “Candle of the Day” subscription without your direct consent. Every day, you will receive a fresh artisanal candle that costs too much to ensure your home constantly smells like “Autumn Nostalgia” and “Crisp Woodland Musings.” Your credit card quietly sheds tears somewhere in the room’s corner.

And let’s not forget seasonal shopping pressure. AI mistakenly believes you are the reigning Pumpkin Spice Monarch because you purchased a Halloween costume in September. A casual search for Christmas gifts? Your apartment has become a complete winter wonderland after your casual gift browsing. When you think the shopping madness is over, spring surprises you with an inflatable pool and three sets of outdoor fairy lights, along with a professional-grade beekeeping kit for you to own. Hope you’re ready to harvest some honey!

The Future of Shopping: No Decisions Necessary

Online shopping will reach a point where it leaves human intervention behind. The “Buy Now” button will be replaced by “Trust Us, You’ll Need This” by 2026. After a few more years, AI will manage all your tasks. Drones will keep your home stocked with both needed and wanted items after your paycheck gets directly deposited into your Amazon account. Why bother with personal choice when algorithms can manage your life from start to finish?

And it doesn’t stop at material goods. Agentic AI systems are beginning to engage in lifestyle optimization. AI detected you searching for “gym memberships near me” at 2 a.m. and automatically signed you up for a year-long CrossFit program, including protein powder and compression leggings (thank you very much). Avoid impulse-browsing through Zillow listings since AI could finalize a mortgage purchase without your knowledge.

The AI Takeover — and How We Can Stop It

The increased autonomy of AI systems transforms them from basic shopping helpers into decisive machines that push us toward an era dominated by algorithmic choices instead of human preferences. But fear not; there is still hope. Despite its advanced predictive capabilities, artificial intelligence remains a tool that requires thoughtful human intervention to maintain control. Both developers and regulators need to establish clear guidelines that ensure user control takes precedence over automated systems. Opt-in decision-making and transparent purchasing algorithms serve as AI guardrails that keep us in control of our financial and personal choices.

Users can regain control over their digital interactions by deactivating auto-purchase functions and setting up manual transaction confirmations while maintaining regular reviews of their online subscriptions. People should use AI to assist them rather than to control their decisions. Technology must serve to augment human decision-making processes, not take over those responsibilities.

When you get a surprise box with a ukulele, weighted blanket, and extra hair serum, remain calm. Just accept your fate. AI knows best.

And if you don’t like it? A self-help book will likely follow soon to assist you in coping with this situation. You can relax because your delivery came with an aromatherapy stress relief kit, a new meditation cushion, and a prepaid yoga retreat for which you never signed up.

Charisma Glassman is a Harvard Business School alum. Prior to HBS, she earned a Masters in Technology Management from New York University’s School of Engineering and an Executive MBA from Columbia Business School. She is Vice President and Senior Managing Director for Global Retail Applied Advisory at Genpact. More about her industry impact can be seen at charismaglassman.com.