Advertising has changed significantly from traditional mass messaging to highly personalised, algorithm driven content. In the past, brands used broad strategies like TV, radio, and billboards to reach large audiences with the same message. Today, advertising is shaped by data and algorithms that track user behavior, allowing brands to target individuals with content tailored specifically to their interests.

This shift has transformed how persuasion works. Instead of obvious, “one size fits all” messaging, modern advertising uses subtle and personalised strategies that feel more natural and relevant to the user. As a result, persuasion is less visible but often more effective, because ads are designed based on what people are most likely to respond to.

At the same time, this raises important questions about consumer agency. While it may feel like individuals have more choice due to the wide range of content available, those choices are often influenced and guided by algorithms working in the background. This creates a tension between personalisation and control, where users benefit from more relevant content but may have less awareness of how their decisions are being shaped.