Artificial intelligence is the new ‘big thing’ in the digital age. It is slowly changing the basic ways we interact with one another, construct culture, and communicate with society. While smart technologies may help people make better decisions, they also make it harder to hold people accountable. Personalisation offers a sense of control, but it might also limit the public sphere. Data-driven models make it easier for everyone to create knowledge, but they also run the risk of concentrating data ownership in the hands of a few entities.