We need a new approach to AI. I'm not talking about new data sets, machine learning models, or chip designs. It has been a long and strange road from pioneers like Ada Lovelace and Alan Turing to cheap smart speakers that can order you a pizza, tell you the weather, and read you the news. But now - with encroaching surveillance, pervasive adtech, and cybersecurity threats - is it time to consider an alternate path? How do we want to use AI; how should our data be collected and used, and ultimately who stands to benefit in an algorithmic society run by a handful of platforms?