“Alexa, make me smile”- is only one of the multiple requests one can make to Amazon’s echo assistant. In the present date, one can command multiple instructions to Amazon’s Alexa. These can range from normal requests such as “Alexa, tell me the weather forecast for today” to eccentric food and drink recommendations like  “Alexa, ask what beer goes with ramen”. There is one word that constantly reappears when describing the rise of the virtual assistant: ubiquitous. It came out of the blue, and suddenly it was everywhere. The first Alexa was launched in November 2014, and from then until 2017, it has sold around 20 million devices. Competitors such as the Google Assistant have started to make significant appearances, and Apple has started to leave its footprint. Needless to say, the home pods are under heavy demand. The virtual assistant market was valued at $627 million in 2015 and is projected to reach a value of $7.9 billion by 2024 . Given the large sales figures and increasing valuations, one can conclude that this technology is forecasted to become a commodity in a relative future. Therefore, it is important to consider that its widespread adoption could have potential implications on our own human development. How will kids change the way they learn their communication skills when they grow up talking to an algorithm? How will small businesses grow when humans start to rely more and more on gatekeeping recommendation systems? How much will we depend on these assistants when trying  to make a choice, whether it’s buying a new house or buying next week’s groceries?  These are all questions worth exploring in order to see who are the winners and the losers, and will help shed light on who are the players pushing the growth agenda for Alexa and her friends.