If life is a wild horse, then the digital assistant is one more means by which that horse is to be broken by rendition. Unruly life is brought to heel, rendered as behavioral data and reimagined as a territory for browsing, searching, knowing, and modifying. Just as surveillance capitalism transformed the web into a market onslaught fueled by the capture and analysis of behavioral surplus, so everyday life is set to become a mere canvas for the explosion of a new always-on market cosmos dedicated to our behavior and from which there is no escape.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 841