How algorithms determine what you'll buy for the holidays — and beyond

We've all been there: Scrolling through social media and spotting the ads recommending something you never knew you needed, whether it's the perfect pair of shoes, a gadget to solve an annoying problem or the ideal holiday gift for your mom. 

As the holidays approach and shopping ramps up, you're more likely to see gift ideas inspired by and advertised by algorithms, experts in the field of algorithmic commerce and online shopping say. 

Algorithmic commerce essentially means retailers use technology, including artificial intelligence, to track and analyze consumer purchases, and predict or suggest other items to buy, according to Haya Ajjan, the associate dean of the Love School of Business at Elon University. Ajjan said that use of the method is growing, with artificial intelligence "reshaping e-commerce and marketing."