The recommendation systems, said the BBVA experts, have to go much further, and model the relationship between a person and the products they use, find measurable data that allows creating these implicit relationships to, through algorithms, give even more effective recommendations and personal in all vital aspects, including, of course, those of financial life.
And PwC analysts add that helping users navigate through this vast sea of information to choose from, without manipulated algorithms, should be the ethical principle that guides companies, beyond their own commercial interests.
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