Taste feels like freedom. People try things, love some, reject others, and over time believe they know themselves a little better. This process shapes identity. You choose the music that calms you, the books that challenge you, the foods that feel like home. But today, AI systems predict your preferences before you do. From playlists to shopping to what recipes show up in your feed, models analyze your mood, your schedule, your past choices, and even your tone of voice to suggest what fits “you.”

At first, this feels like relief. No more standing in the cereal aisle unsure what to buy. But over time, choosing from a list of what feels “just right” may not feel like choosing at all. You still click, swipe, and approve—but the system shaped the options. If your favorites keep arriving effortlessly, are you expressing yourself, or accepting a version of yourself that was quietly built for you?

Some will argue this saves people from decision fatigue and lets them focus on what matters. Others will wonder if taste itself, once a sign of personality, becomes a polished reflection of the system’s design.

The conundrum

If AI shapes your choices until everything feels right, are you discovering your true self—or slowly trading free will for comfort that feels like freedom?