see the thing about living in an environment of constant and ubiquitous information warfare (as the tactics start being used by more and more people, as they see it working, even if they don't realize that's what they're doing) is that user data, especially for AI, is not just making their products "more natural sounding", but will be used to target things to you specifically, or your circles, in an automated manner.

Polarization by default, elections where it's even more about what you see instead of the actual candidates, every information source becoming MSNBC in nature.