The Shape of Personalisation to Come: Whether Done in the Interest of Consumers or Traders, Personalisation Requires a (Platform) Governance Perspective

While tar­get­ed adver­tis­ing is still a mon­ey-mak­ing machine for social media plat­forms, its motor has begun to sput­ter. How­ev­er, with arti­fi­cial intel­li­gence, the poten­tial is even greater for com­pa­nies to dis­cov­er and exploit bias­es and vul­ner­a­bil­i­ties in con­sumers that they them­selves may not be aware of. The point of this dive into eco­nom­ic engi­neer­ing of per­son­alised envi­ron­ments on dig­i­tal plat­forms is to high­light the inten­tion­al cre­ation of algo­rith­mi­cal­ly curat­ed choice sets for con­sumers. How can the law ensure their fairness?