Algorithmic Mediation and the Transformation of Everyday Life: A Socio-Cultural Analysis of Human Behaviour in the Age of Artificial Intelligence

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Through algorithmic systems that impact communication, consumption, decision-making, work routines, emotional relationships, and cultural practices, artificial intelligence (AI) has become deeply ingrained in daily social life. This study looks at algorithmic mediation's sociocultural ramifications and how it has changed how people behave in modern society. The project investigates how social interactions, behavioural habits, digital reliance, and human identity are shaped by AI-driven platforms. The paper explores how algorithmic systems are redefining autonomy, social interaction, privacy, and cultural values using a qualitative and analytical research approach backed by secondary data and modern theoretical viewpoints. The results show that algorithmic mediation increases social fragmentation, behavioural manipulation, and monitoring while also improving convenience and customization. By highlighting the importance of responsible AI governance and digital literacy, the study adds to multidisciplinary conversations on media studies, digital sociology, and technology ethics.