This chapter draws the reader’s attention to the progressive loss of agency as humans increasingly rely on digital technologies in their personal and professional lives. The prevalent business model of free services such as search, social media, and, recently, generative AI-based applications is rooted in exploitation. As users bestow attention and consume free content, they reveal personal information online; algorithms use this data to manipulate and predict behaviour and guide consumer choices to benefit digital intermediaries, sellers and advertisers. Critical awareness of these processes is more crucial than ever in the age of AI. National governments and multilateral agencies are supposed to protect human rights, uphold the rule of law and safeguard our collective future. However, throughout the world, the Internet and its impact have been viewed indulgently through the prism of innovation and productivity. This narrative is carefully cultivated and defended by those who control technology. The global race to capture AI’s potential and wield AI-enabled superiority over other nations dims the prospect of course corrections emanating from individual governments. However, there is hope. The solution lies in an international movement involving a radical re-examination of the underlying governance incentives and business models and a clarion call to put humans first.