Explain what you think the phrase –  the tool is directing the user – means? How do you think embedded AI affects how people use technology in the digital environment?

AI has facilitated the use of certain features of the Internet, such as gathering and storing data about people that can be retrieved for later use. However, there are manifold sides to this process, as Internet multinationals such as Amazon are very adept at collecting data about consumers’ interests and inclinations as this information is registered in previous purchases. In one sense a person exercises their free will when they buy products, but on the other hand this leads to an infinite commercial exchange over which we have no control. Big companies are able to harvest our interests, showing us objects to buy, however this leads to an endless commercial game. Young and vulnerable people are very enthusiastic consumers and easily fall prey to the clutches of the Internet beast.