Here, the narrative zooms out to view AI as a component of a larger socio-technical ecosystem. Rather than existing in isolation, AI is shaped by, and in turn shapes, cultural norms, institutional policies, and user behaviors. The chapter examines positive and negative feedback loops in which AI outputs influence society, which in turn feeds new data back into AI. Recognizing these loops is key to breaking cycles of bias, fostering more inclusive design, and understanding that ethical AI solutions require interventions at both technological and social levels.