Our world has now become a place of convenience. Algorithms for social media suggest us what to watch, which route to take, and even what to buy. At first glance, these recommendations do feel helpful. They are akin to a personal assistant facilitating us through our lives. But beneath the surface is a subtler question: when technology shoves our choices persistently, do we still choose freely, or have we become something closer to puppets tugged by invisible strings?
Attention is the first strand of that string. Digital platforms engineered to capture and monetize our focus use feedback to make us keep scrolling. Over time, our attention narrows toward the types and forms of content that reward engagement and not depth. This reshapes habits and preferences. We binge watch, we skim and we make decisions until our dopamine hits. The result may not suggest that we stop thinking. Our tastes and priorities become partially outsourced to systems optimized for retention based on algorithms.
Persuasion is the second strand. We have targeted advertising and persuasive messages personalized to satisfy the needs of the viewers and customers. We are not interrupted by advertisements or pop-ups anymore. In the same way, political messaging can be micro-targeted to exploit emotions.
Decision-making is the third strand. From navigating apps to resume-screening algorithms and so much more increasingly make choices for us or narrow the range of options. When a map always routes you the same way, or a hiring algorithm repeatedly filters out certain candidates, the technology imposes a design or a pattern that can solidify into default behaviour. Over time, this reliance makes us lose our control over the skills we do not use.
Are we becoming AI puppets? Parts of our behaviour are certainly designed by algorithmic incentives. But puppets don’t cut their strings. We can and we must by redesigning technology around human dignity, not merely engagement metrics. If we do, AI remains a powerful tool; if we don’t, we risk trading our capacity to choose for the comfort of being chosen for. The choice is ours!
Muhammad Omar Iftikhar is an author, columnist, and fiction writer with over 20 years of writing experience. He has published over 1,000 articles in Pakistan’s print media and is the author of four books. His debut novel, Divided Species (2020), is a science fiction story set in Karachi. His other books include 20 Steps to Writing Articles (2022), Recreate Your Tomorrow! (2023), and Player AI (2024). He has been a public speaker for over a decade, conducting more than thirty sessions for various brands and organizations.