Much as companies already have outsiders review their finances and the security of their computer systems, they might soon do the same with their decision-making code.

Beyond using algorithm-based recommendations as a "personal shopper," as Kaminkow said, these suggestions can help consumers find ideal gifts for loved ones or themselves.

EU regulators may set up their own algorithms to find companies that use software to fix prices with peers or squeeze out their rivals, Europe's antitrust chief said on Friday.