Have you ever you looked for a product online and then been recommended the exact thing you need to complement it? Or have you been thinking about a particular purchase, only to receive an email with that product on sale? All of this may give you a slightly spooky feeling, but what you’re really experiencing is the result of complex algorithms used to predict, and in some cases, even influence your behaviour. Companies now have access to an unprecedented amount of data on your present and past shopping and browsing preferences. This ranges from transactional data, to website traffic and even social media posts. Predictive algorithms use this data to make inferences about what is likely to happen in the future.