Personalization in the AI age: How recommendation engines make the first step easier

Recommendations are often the first step toward a purchase – especially in a world of endless choice. Recommendation engines aim to ease this process by offering personalized suggestions based on behavior, preferences, and context. Powered by artificial intelligence, these systems are becoming increasingly accurate, relevant, and dynamic. But even the smartest recommendation relies on one crucial factor: trust. This raises a central question: Who do consumers trust today – and which players are positioned to turn that trust into market power? Major platforms like Amazon, Google, and TikTok are already working to translate their reach into direct purchase intent. GPT-based tools are beginning to integrate product suggestions directly into chat conversations. Are we witnessing the rise of a new recommendation economy – one shaped and owned by the tech giants? And what does this mean for traditional engagement channels? Could AI become a serious alternative to influencers and social marketing? This panel explores the future of recommendation engines, the shifting dynamics of influence, and the evolving role of trust in digital commerce.