By interacting with these interfaces, we are also mapped: data-driven machine learning algorithms process our collective data traces

[… ] Computers as future depend on computers as memory machines, on digital data as archives that are always there. This future depends on programmable visions that extrapolate the future—or, more precisely, a future—based on the past. […] Computers embody a certain logic of governing or steering through the increasingly complex world around us. By individuating us and also integrating us into a totality, their interfaces offer us a form of mapping, of storing files central to our seemingly sovereign—empowered—subjectivity. By interacting with these interfaces, we are also mapped: data-driven machine learning algorithms process our collective data traces in order to discover underlying patterns (this process reveals that our computers are now more profound programmers than their human counterparts) 

(from: http://mitpress.mit.edu/books/programmed-visions)