Recommendation Algorithm
Also known as: Recommender System, Recommendation Engine, The Algorithm
AI systems that predict what content, products, or connections users will find relevant, powering feeds across social media, streaming, and e-commerce.
Recommendation algorithms predict user preferences to surface relevant content—shaping what billions see online daily.
Approaches
- Collaborative filtering: “Users like you also liked…”
- Content-based: Match item attributes to preferences
- Hybrid: Combine multiple signals
- Deep learning: Neural networks on user behavior
Where They Operate
- Social media: TikTok For You, Instagram Explore, Twitter/X
- Streaming: Netflix, Spotify, YouTube
- E-commerce: Amazon, product suggestions
- News: Google News, Apple News
Impact
Benefits:
- Discovery of relevant content
- Personalized experiences
- Increased engagement
Concerns:
- Filter bubbles and echo chambers
- Engagement optimization over well-being
- Amplification of sensational content
- Opacity in how decisions are made
The “Algorithm”
When people say “the algorithm” they mean these systems—invisible curators that increasingly determine what information reaches us.