Yes, I'm worried too! I just wrote an essay level reply to your post and lost it being stupid (playing around with eSteem Surfer at the moment). Turns out it's good that way because I drifted so far off topic summarizing all my disturbing, dystopian thoughts all around machine learning, AI, AGI up to Kurzweils singularity. So... my take on this is that much of social media is already littered with AI tech and this process will only speed up. The big guns in social media and marketing and intelligence services already use the needed, and weirdly willingly provided data of all of us, to feed their machine learning systems with different seemingly different targets but one common makro goal... control!