The central claim in behavioural economics is that humans do not behave like machines, do not have standardized patterns of behaviour and do not always act in their best interest. This has opened the door for the usefulness of nudges – soft techniques designed to prompt behavioural changes seen as beneficial. Nudges are already in place in several areas of our life, but AI has the potential to make them better informed and potentially more effective and efficient. Also, robots can be designed to mould human behaviour in particularly convincing ways. On the other hand, this opens the gate for abuse and misuse and calls the sirens on the potential for manipulative policies that limit our freedom of choice.