bAlgorithms will soon know more about us than we know ourselves b p Where should machine automation end Is it acceptable to have a digital assistant arrange your calendar, but not to have a robot spouse Are companion robots acceptable for seniors in need of comfort, but not okay for toddlers exposed to emotional software that could influence their behavior Is it desirable to live a life within the virtual reality of Facebook's Oculus Rift, but not if your thoughts are sold to advertisers who manipulate your purchases p We've entered an era where a myriad of personalization algorithms influence our every decision, and the lines between human assistance, automation, and extinction have blurred. We need to create ethical standards for the Artificial Intelligence usurping our lives, and allow individuals to control their identity based on their values. Otherwise, we sacrifice our humanity for productivity versus purpose and for profits versus people. p Featuring pragmatic solutions drawing