But fake news is just part of the problem, Ahuja points. AI-based personalization causes another problem at the individual level, which is more hidden and perhaps more dangerous. “Ultimately you get wrapped in a filter bubble. For instance, in the case of political bias, if you’re always reading articles that are left-leaning, you will end up with a news feed that is primarily left-slanted, and publications with the other point of view will get buried in your news feed,” she says.