UK supermarket Tesco may use AI to impact consumer decision making when doing the weekly shop, CEO Ken Murphy has said.

Speaking at the Financial Times’ Future of Retail event, Tesco CEO Ken Murphy said the supermarket was considering using AI Clubcard data to “promote healthier and cheaper products” to its consumers.

Murphy said: “I can see it nudging you, saying: ‘look, I’ve noticed over time that in your shopping basket your sodium salt content is 250% of your daily recommended allowance. I would recommend you substitute this, this and this for lower sodium products to improve your heart health’.

“I can see a whole host of applications, really simple stuff that can transform stuff that you don’t really give a whole lot of thought to, that can help to bring your shopping bill down and reduce waste.”

AIMS warns of hidden bias

The Association of Independent Meat Suppliers (AIMS) responded to Murphy, supporting the idea in theory but raising concerns about the practicalities.

Dr Jason Aldiss, head of external affairs at AIMS, said: “While AI can be a useful tool for guiding consumer choices, the key issue is who controls the algorithms shaping these decisions. AI, after all, is not created in a vacuum – it reflects the biases and intentions of those who programme it.”

AIMS said the issue isn’t AI itself, but the “hidden motivations” behind its use.

Aldiss continued: “We’ve already seen AI systems steering consumers toward choices that align with the product developers’ preferences, often in favour of veganism or plant-based alternatives. Which raises the question: is AI really helping us make healthier choices, or is it being used to push a specific narrative?

“AIMS encourages consumers to approach AI-driven recommendations with a critical eye. Algorithms can easily spread misinformation and present skewed data as fact. While AI might offer useful insights, we must be aware that it is not immune to manipulation, often targeting the uninformed or well-meaning with one-sided advice.”

AIMS said it believes consumers deserve transparent, unbiased information, not “nudgeonomics” hidden behind the guise of technology: “We urge caution and critical thinking when relying on AI to guide your purchasing decisions.

“By making these changes, we’ll ensure that bad practices are caught early, keeping the entire industry on track and giving consumers the confidence that the food they buy is safe.”