“I aspire for societies to be governed by people again, not by algorithms.”
— Juan Carlos Blanco, journalist and author of The Tyranny of Screen Nations
In his recent interview with El País, Juan Carlos Blanco warns about the growing influence of algorithms in our lives: from the news we read to the products we buy online, “automated systems prioritize engagement and economic profit, often at the expense of truth and democratic coexistence.” Although Blanco analyzes this phenomenon from a social and political perspective, his reflections have direct implications for any digital business, especially in the fields of e-commerce, web design, and online marketing.
Next, we explore the dangers of leaving algorithms unchecked in your online store, how to identify the main risks, and which practices any business can implement to regain control over the user experience and brand reputation.
1. The Rise of Algorithms: Digital Aid or Digital Cage?
From recommendation engines to programmatic advertising systems, algorithms are designed to maximize metrics (clicks, time on page, conversions). At their core, they pursue a commercial goal: increasing revenue. However, this iterative approach results in:
- Content bubbles: users only see what matches their previous behavior patterns, limiting exposure to new or niche products.
- Error amplification: if an algorithm mistakenly identifies content or a product as valuable, it will repeat and amplify it—even if it fails to meet expectations.
- Emotional disconnection: extreme personalization can become intrusive or mechanical, removing the human touch that builds trust.
Blanco points out that “algorithms end up creating parallel realities” and influence both individual and collective decisions. In e-commerce, this translates into shopping carts with suggestions that don’t truly meet needs, persistent pop-ups that frustrate users, and a dehumanized brand experience.
2. Specific Risks for Your Online Store
2.1 Loss of Diversity in the Catalog
A good recommendation algorithm drives short-term sales, but if it always displays the same “top-selling” products, it misses the opportunity to promote new or seasonal items. E-commerce stores that rely solely on these recommendations risk stagnating in trends and losing freshness.
2.2 Incorrect or Misleading Content
Automated product description systems can hallucinate (invent non-existent features or guarantees). This phenomenon, known as “hallucination,” results in product listings containing inaccurate information, which often leads to negative reviews and complaints.
2.3 Advertising Saturation
Programmatic advertising adjusts bids in real time. However, poor setup can cause your ad to follow users across multiple websites for days, creating a sense of harassment rather than a gentle reminder. This damages brand image and leads to “banner blindness,” where users simply ignore your messages.
2.4 Technological Dependence
If your e-commerce platform integrates third-party recommenders or chatbots without thorough validation, you become vulnerable to changes in their policies, price increases, or service outages. Consequently, your business loses control over its own user experience.
3. Regaining Control: Fundamental Principles
A. Active Human Oversight
No automated system should operate without periodic reviews. Schedule quarterly audits of:
- Recommendations: What are the criteria?
- Generated descriptions: Do they correspond to real data?
- Advertising campaigns: Are they non-intrusive?
These audits allow you to correct deviations before they cause reputational damage.
B. Transparency with the Customer
Inform your users that you employ artificial intelligence and explain how they can benefit from it. A simple message such as “Personalized recommendations based on your interests” builds trust and helps users better understand the logic behind the system.
C. Combining Algorithms with Human Creativity
When launching new products or collections, combine sales data with your team’s intuition: manually select featured products, edit generated descriptions to give them a unique tone, and create original multimedia content (explanatory videos, interactive guides).
D. Channel Diversification
Do not concentrate all interactions on a single algorithmic channel. Complement automated recommendations with:
- Segmented newsletters based on human profiles.
- Social media with curated content.
- Corporate blog where the team shares updates, interviews, and tutorials.
This hybrid strategy reinforces your brand’s personality.
4. Best Technological Practices: Concrete Solutions
- Algorithm Version Control
Maintain a history of your recommendation engine’s configurations. If a change causes a drop in sales or customer complaints, you can quickly revert to a previous version. - Training with Clean Data
Filter your databases to remove duplicate records, anomalous transactions, or discontinued products before feeding data into the AI. This ensures more accurate and reliable algorithmic outputs, reducing errors and improving user experience. - Regular A/B Testing
Compare the fully algorithm-driven experience with hybrid versions (combining human selections) and measure conversion metrics, session duration, and customer satisfaction. This approach helps identify the optimal balance between automation and human input for maximizing performance and user engagement. - Sensitive content alerts
Implement systems that detect “hallucinations” in descriptions: terms like “guaranteed,” “certified,” or “exclusive” should be flagged for manual review if they are not backed by verified data. This prevents misinformation and protects the credibility of your online store.
5. The Human Value as a Competitive Advantage
While many stores choose to automate every last process, the human factor remains the key differentiator. Micro-influencers or brand ambassadors (employees, founders, or loyal customers) create authentic content that algorithms cannot replicate. These testimonials, stories, and relatable reviews connect with the buyer on a deeper level.
In addition, having a real customer support team capable of empathizing and resolving complex queries strengthens reputation and encourages word-of-mouth recommendations that machines cannot achieve.
6. How EHERO Consulting Supports Your Transformation
At EHERO Consulting, we’ve spent years helping digital businesses balance technological innovation with the human experience.
Our goal is not to demonize algorithms, but to put them in their place: tools at the service of human decisions, not unchecked shortcuts. This way, you'll protect your brand, build customer loyalty, and retain the ability to surprise them with unique products and experiences.
7. Final Reflection: Leading with Responsibility
Juan Carlos Blanco’s warning speaks to all of us: algorithms are only as good as the human guidance they receive. In e-commerce, AI can boost sales and efficiency, but without an ethical and supervised framework, it can lead to monotonous experiences, misinformation, and loss of trust.
Regaining control means:
- Putting the customer at the center—not the metrics.
- Demanding transparency from the systems we use.
- Investing in people’s creativity and judgment.
Only then can we keep alive the promise of a digital commerce that blends the best of technology with the best of humanity.
Don’t forget to follow EHERO Consulting on our social media channels to fight misinformation with reliable sources. Follow us on Instagram, X, Facebook, LinkedIn, YouTube, and TikTok. See you there!
