Intelligenza artificiale e scelte di consumo: l’immaginazione come antidoto ai processi di behavioural bias

This contribution investigates which decisions we (un-) consciously dele gate to AI in a context of consumption and purchase choices (of information, imaginaries, goods and services) and what margins of autonomy the indi vidual may still have, while trying to preserve their own evaluative capacity. While today the idea of AI neutrality, as a mere result of computational cal culations, appears to be outdated, it is necessary to explore whether and how AI can entangle us in clusterings or, on the contrary, allow greater moral involvement. The paper analyzes the micro-targeting strategies used by AI to encourage consumption and purchases and the profiling of our online be haviours, paying attention to behavioural advertising and behavioural bias systems. In conclusion, the author reflects on the ways in which the individu al can stem this power of orientation of the algorithms, in particular through the capacity of imagination, typical only of human beings, which can coun terbalance the mechanisms of induction to consumption rationally planned through AI