AIMS has warned of potential hidden bias in Tesco AI suggestions, as supermarket boss Ken Murphy announced Tesco was considering its use to “promote healthier products”.
The Association of Independent Meat Suppliers (AIMS) has responded to Tesco CEO Ken Murphy’s comments about the possibility of using AI to help consumers make “healthier choices”, supporting the idea in theory but raising concerns about the practicalities.
Murphy said at the Financial Times’ Future of Retail event that Tesco was looking to use AI to promote “healthier and cheaper products”. He 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’.”
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.”
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 rejected the idea of consumers receiving “nudgeonomics hidden behind the guise of technology”, stating that it “urges caution and critical thinking” when allowing AI to guide purchasing decisions.
Aldiss said: “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.”
