How Machines Are Outpacing Our Decisions—and What We Can Do About It

Imagine this: You’re online, searching for a pair of limited-edition Nike sneakers—the ones everyone’s been talking about. After hunting through several sites, you finally find a store that has them in stock, in your size. Without a second thought, you click to view the product and are excited to see they’re still available. The price you see, once you click in, is $395—what you don’t know is that five minutes ago, it was $350.

In the short time between your scrolling and that moment of decision, an algorithm tracking your behavior had raised the price. It noticed you lingered on this particular item longer than others, maybe scrolled back to look at it a second time, and inferred you were likely to buy it. So it front-ran your decision by adjusting the price—just before you even got to check it—using the data it collected on your browsing patterns. You might think you’re looking at the standard price, but in reality, you’re seeing a customized, higher price targeted specifically at you.

This is the reality of algorithmic manipulation: machines operating faster than human thought, subtly influencing your decisions before you’re fully aware of them. But here’s the thing—it’s not inevitable. By understanding how these algorithms work, and taking a few proactive steps, you can outsmart them and regain control of your choices, ensuring you’re the one in charge of your decisions—not the algorithm.

The Battle for Milliseconds

At the heart of this dynamic is something called perceptual latency—the time it takes for our brains to register and react to information. For humans, this is typically between 200 to 500 milliseconds. In the grand scheme of things, half a second might seem trivial, but to algorithms, this is an eternity. Advanced algorithms can process data and make decisions in microseconds, far outpacing human reaction time.

What does this mean in everyday life? Imagine you’re in an auction, bidding on a rare item. You’ve set your max bid in your mind, ready to click, when suddenly another bid appears—just under yours. As you click to confirm your bid, the price jumps again, seemingly anticipating your every move. This isn’t magic; it’s an algorithmic sandwich attack—where algorithms are making decisions faster than you can, squeezing your decisions between pre-calculated moves to maximize profit.

The consequences aren’t limited to auctions or stock markets, either. In the world of e-commerce, social media, and even personal finance, algorithms are constantly working to anticipate and preempt our decisions. And while these technologies are often marketed as tools of convenience—personalizing recommendations, predicting our needs—the truth is that they can also undermine our ability to make fully informed, autonomous choices. But before we sound the alarm, it’s worth noting that there are simple, effective ways to protect yourself.

The Human Advantage

Let’s be clear: algorithms, by design, aren’t inherently malicious. They’re simply tools—tools that, for the most part, have improved our lives in countless ways. The problem arises when these tools are used to exploit the very gap between human thought and machine speed. But there’s a powerful counterbalance to this. While machines are faster, humans are still remarkably adaptable, creative, and intuitive in ways that machines struggle to replicate.

Take the example of high-frequency trading on Wall Street. Financial firms deploy algorithms that can execute trades in the blink of an eye, capitalizing on tiny market movements before human traders can even react. But savvy traders have found ways to defend themselves. Some have adopted pre-commitment strategies, where they lock in trades at a specific price to avoid being front-run by machines. Others use a strategy known as randomization—deliberately introducing unpredictability into their trades so that algorithms can’t predict their next move. By acting in ways that are less formulaic, they maintain an advantage over systems that rely on past patterns to anticipate future behavior.

The E-Commerce Shuffle

The same principles can be applied to your everyday experiences. Let’s return to our earlier example of online shopping. If you notice prices fluctuating as you shop, it’s not your imagination. Retail algorithms often employ dynamic pricing—adjusting prices based on demand, browsing history, and even how long you’ve lingered on a product page. The solution? Delay your purchase and use tools that help you track price changes over time. Apps like Honey or CamelCamelCamel allow you to see price history and set alerts for when prices drop, leveling the playing field between you and the algorithm.

Another strategy is to clear your browsing history or use incognito mode when shopping. Many retail algorithms track your activity and adjust prices accordingly. By wiping your data footprint, you remove the advantage they have of knowing your habits. In this way, you can take back control of the decision-making process.

Information Overload

It’s not just e-commerce where algorithms can subtly influence our decisions. Consider social media, where algorithms dictate which content rises to the top of our feeds. If you’ve ever found yourself scrolling endlessly, unsure of whether the content you’re seeing is based on your interests or what an algorithm thinks you should be interested in, you’re not alone. Social media platforms use recommendation algorithms that prioritize engagement over everything else—often showing you content designed to keep you hooked, even if it’s not what you’re consciously seeking.

The antidote here is conscious consumption. By taking the time to actively seek out content, rather than passively accepting what’s presented to you, you can outsmart the algorithm. Some platforms also offer the option to toggle off personalized recommendations, giving you more control over your feed. Consider also setting time limits for how long you engage with certain platforms to avoid getting drawn into the endless cycle of algorithmic content curation.

Transparency is Key

A common theme in all of these scenarios is a lack of transparency. Often, we’re not even aware that algorithms are manipulating our decisions until it’s too late. But this is changing. In financial markets, regulators are starting to impose limits on high-frequency trading to protect human traders from being exploited. Similar calls for transparency are emerging in other sectors. For example, e-commerce platforms may soon be required to disclose how prices are set, or at the very least, allow consumers to opt out of dynamic pricing schemes.

As individuals, we can support these initiatives by advocating for algorithmic transparency—demanding that platforms show us how their systems work and how our data is being used. As more people become aware of the ways algorithms influence their decisions, the demand for transparency will grow, and companies will be forced to act.

The Road Ahead

In a world where algorithms increasingly shape our daily lives, it’s easy to feel like we’re losing control. But while machines may be faster, they aren’t infallible. We have the power to level the playing field, not by trying to out-speed the machines, but by making more deliberate, informed choices.

Imagine you’re in that online store again, and this time, instead of reacting to every price change, you take a step back. You track prices over time, use tools to compare deals, and make your decision on your terms. You’ve just outsmarted the algorithm. You’ve shifted the balance of power in your favor—not by racing to keep up, but by making thoughtful, calculated choices that put your needs first.

In the end, algorithms are tools—tools that we can use, or that can use us. The key is awareness. By understanding how these systems work and taking small, actionable steps, we can prevent ourselves from being swept up in the rapid-fire world of machine-driven decision-making. After all, it’s not just about speed—it’s about knowing when to slow down, reflect, and make the right move for ourselves.

Actionable Steps You Can Take:

1. Pre-Commitment: When making important decisions, such as trading or major purchases, consider locking in your choice early to avoid being influenced by last-minute algorithmic changes.

2. Randomization: In scenarios where algorithms anticipate your behavior (like bidding or shopping), try varying your actions in unpredictable ways to reduce the algorithm’s advantage.

3. Use Price-Tracking Tools: Apps like Honey or CamelCamelCamel can track price changes over time and alert you when prices drop, helping you avoid the impact of dynamic pricing.

4. Clear Your Digital Footprint: Use incognito mode or clear your browsing history regularly to prevent algorithms from using your past behavior to manipulate prices or recommendations.

5. Be a Conscious Consumer: Actively seek out content or products rather than passively accepting algorithmic recommendations. Set limits for how long you spend on social media or shopping platforms.

6. Advocate for Transparency: Support efforts that demand transparency in how algorithms make decisions. This will encourage platforms to be more open about their practices and give consumers more control.

7. Educate Yourself: The more you understand about how algorithms work, the better you’ll be at recognizing when they’re trying to influence your decisions. Stay informed and make deliberate, thoughtful choices.

By taking these steps, you can ensure that the algorithms in your life remain tools of empowerment, not manipulation.