A.I. Personalizes the Internet but Takes Away Control

Early in the new year, millions of people logging into Google Mail found Gemini summarizing their emails with no practical way to turn it off. The move echoed Google’s earlier introduction of AI Overviews in search results, again without an opt-out, and resembled Meta’s deployment of Meta AI as an unremovable tool inside Instagram, WhatsApp and Messenger.

The change has been subtle but significant: the internet is starting to look different for everyone, with tailored ads, bespoke advice and different product prices based on interactions with chatbots—and usually no off switch. "These tools are sold to us as more powerful, but we have less say in things," said Sasha Luccioni of Hugging Face.

Companies say they are building agents to empower users, and generative A.I. can give people unique experiences online. A Pew Research Center survey last spring found Americans were generally more concerned than excited and wanted more control. A.I.

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