"Bots Have Taken over Brand Choice Decisions", suggest Labecki et al. in their 2018 paper in Proceedings of the Future Technologies Conference. Their claim is that consumers will leave the choice to bots in deciding what brands they choose from the marketplace. Hence branding as we know will decline and be replaced by a more efficient complex attribute computer decision making model.

In their 2020 paper, "The Long-Tail Effect of Personalized Rankings" Donnelly et al. show using data from large-scale randomized experiments by an online retailer of furniture that personalization induces websites' users to search and purchase a larger variety of items compared to non-personalized bestseller-based rankings.

In the similar spirit, Holtz et al. show in their paper titled "The Engagement-Diversity Connection: Evidence from a Field Experiment on Spotify". They present results from a randomized field experiment on Spotify testing the effect of personalized recommendations on consumption diversity. In the experiment, both control and treatment users were given podcast recommendations, with the sole aim of increasing podcast consumption. Treatment users’ recommendations were personalized based on their music listening history, whereas control users were recommended popular podcasts among users in their demographic group. They found that, on average, the treatment increased podcast streams by 28.90%. However, the treatment also decreased the average individual-level diversity of podcast streams by 11.51%, and increased the aggregate diversity of podcast streams by 5.96%, indicating that personalized recommendations have the potential to create patterns of consumption that are homogenous within and diverse across users, a pattern reflecting Balkanization.

This begs the question, can we verify and quantitatively measure the effect of the suggestion made by Labecki et al.?