Algorithms significantly influence consumer choices by shaping the content that users see online, often leading to personalized recommendations. E-commerce platforms, social media, and streaming services utilize algorithms to analyze user behavior and preferences. This data-driven approach facilitates targeted marketing, increasing engagement and sales. However, the algorithmic influence raises questions about consumer autonomy and the potential for echo chambers, as users may become trapped in a cycle of similar choices. Understanding the impact of algorithms is essential for consumers and businesses to navigate the digital marketplace effectively.