We like to think that we are individuals with free will, walking through the world making self-determined choices. We also like to think that those choices are individual to us, shaped by our past experiences, our current mood and our own specific and spontaneous tastes. However, a delve into the world of artificial intelligence (AI) and big data analytics shows us that we are far more like our fellow men than we may care to admit, and that our carefully crafted, self-divined choices, are often nudged, and sometimes, shoved, towards the actions that companies or governments would rather we took.