When AI Decides Before We Do: Marketing in the Age of Algorithms

On Wednesday morning, we had the privilege of being introduced to the exciting world of AI-driven marketing by Camilla Mentesana, Head of Strategy at equipe. With over a decade of experience driving brand transformation, market expansion and digital innovation for some of the world's best-known consumer brands, she is a global marketing leader. Her presentation set the stage for our exploration of how technology is reshaping the modern commercial landscape.

The Algorithmic Wake-Up Call

One of the key messages was what could be described as an algorithmic wake-up call. Most of us have already interacted with an algorithm before 9 a.m. In our session with Camilla Mentesana, we explored the profound impact of artificial intelligence on marketing and consumer behaviour. AI is not just a tool; it is the invisible architect of our digital world, shaping our perceptions long before we make a conscious choice. By combining behavioural data with large language models (LLMs), platforms can now predict user intent with remarkable accuracy.

A central concept discussed was the Visibility Equation: Visibility x Relevance x Timing = Choice.

With more than 90% of clicks landing on the first page of results, AI is increasingly taking control of consumption. We examined the shift from deliberate to automated consumption across three layers:

Attention: Catchy titles and thumbnails capture initial interest.

Interpretation: AI-curated “Top 10” lists and recommendations shape perception.

Action: Autoplay and “one-click” features remove all friction and speed up decision-making.

While this results in faster decision-making, it often comes at the cost of reduced exploration. As users, we are becoming increasingly reliant on defaults and forming habits influenced by predictive audience modelling and cross-device tracking.

AI influencers and Performance Max

A particularly fascinating case study featured AI-generated influencers at Wimbledon. Unlike human influencers, who are subject to emotional variability and physical limitations, AI influencers can be tested continuously, operate across multiple languages, and engage with audiences around the clock.

Similarly, tools such as Google's Performance Max (PMax) now automate large parts of campaign management. The role of marketers is shifting from campaign creation to defining goals and strategic direction, while AI allocates budgets and tests creatives across channels such as Search, YouTube, and Instagram.

The Impact on Conscious Consumption

This technological shift has a direct impact on conscious consumption. Although advertisements may appear perfectly timed and highly personalised, they also create a 'black box' effect, where two people see different prices for the same product based on their individual profiles. To maintain digital balance, it is essential to recognise these invisible mechanisms. While we may technically be able to skip ads, the underlying systems continue to shape our choices.

Being a truly conscious consumer in 2026 means acknowledging that, although AI simplifies our lives, it also narrows our choices within highly optimised digital environments.

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