The future of anticompetitive self-preferencing: analysis of hypernudging by voice assistants under article 102 TFEU

With the nascent rise of the voice intelligence industry, consumer engagement is evolving. The expected shift from navigating digital environments by a “click” of a mouse or a “touch” of a screen to “voice commands” has set digital platforms for a race to become leaders in voice-based services. The Commission's inquiry into the consumer IoT sector revealed that the development of the market for general-purpose voice assistants is spearheaded by a handful of big technology companies, highlighting the concerns over the contestability and growing concentration in these markets. This contribution posits that voice assistants are uniquely positioned to engage in dynamically personalized steering–hypernudging–of consumers toward market outcomes. It examines hypernudging by voice assistants through the lens of abuse of dominance prohibition enshrined in article 102 TFEU, showcasing that advanced user influencing, such as hypernudging, could become a vehicle for engaging in a more subtle anticompetitive self-preferencing.