151 Discuss the following questions with a partner: 1 What are algorithms, and what role do they play in online shopping? 2 Do you agree with the following statement? “The benefits of algorithmic shopping are clear. Consumers save time by seeing relevant products first. Retailers increase sales through better targeting. The entire shopping experience becomes more efficient and personalised.” Read the text about what influences your online shopping in the background. Some parts are missing. Choose the correct part (A–R) for each gap (1–15). There are two extra parts that you should not use. Write your answers in the boxes provided. The first one (0) has been done for you. SPEAKING 34 LANGUAGE IN USE 35 Beware the algorithm We’ve all been there. Scrolling through social media and (0) recommending things you never knew you needed, (1) it’s the perfect pair of shoes, a gadget to solve an annoying problem or the ideal birthday gift for your mum. And have you ever noticed how a dress you once (2) online now seems to follow you around the internet? We live in an era where (3) are abundant and attention spans are short. (4) , retailers have increasingly been turning to sophisticated algorithms to understand and anticipate customer needs. It’s important to know that these algorithms are specifically designed to keep you (5) , spark your curiosity and influence your purchasing decisions. They shape (6) on a massive scale. Nowadays, most people do at least some of their shopping online, (7) that algorithms will influence their purchases. Social media extends the algorithms’ reach even further by shuffling relevant videos, photos and other content into your feed. Video content can be (8) compelling because it allows shoppers to see how a product works. Of course, sometimes these videos are (9) , but videos from influencers that you’ve been following for a long time can still feel like recommendations from a (10) friend whose style you like and whose opinion you value. (11) , platforms like Instagram and TikTok have features that allow people to buy products directly in-app. According to a Gallup poll, this affects young people in particular: 48% of people aged 18 to 29 say that they do “a little of” or more of their shopping through social media. Is there any way to make sure that your shopping decisions are not (12) by algorithms? Although the effects of algorithm-driven commerce can also be seen in physical stores due to the large amount of data retailers collect, experts say that shopping in person is the best way to avoid algorithms influencing your purchases. They also recommend turning off cookies and tracking (13) you’re shopping online, but unfortunately, this isn’t a (14) foolproof solution. So, the next time you see an ad or a recommendation online, remember there’s always an algorithm (15) to quietly shape your shopping experience. Choose wisely! 0 1 2 3 4 5 6 7 8 9 101112131415 N A broadly speaking G guided and determined M shopping trends B checked out H if N spotting ads C completely I making it more likely O Therefore D consumer choices J Moreover P trusted E edited or altered K particularly Q whether F engaged L personally R working behind the scenes Nur zu Prüfzwecken – Eigentum des Verlags öbv
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