This paper contains a critical reflection of Surveillance Capitalism and its practices, especially in the context of AI-algorithms from the perspective of cognitive and behavioral science. While it focuses on younger generations, specifically those, who grew up with modern technological devices and high social media exposition, the effects of the latter prove to be dramatic — in terms of critical thinking and questioning, bias, misinformation and mental health. This modern form of the implementation of ultra-strong algorithms is a well-documented opportunity for big data companies to earn unimaginable amounts of money, but the socioeconomic effects on different societal groups are all but positive. While a lower general user intelligence (GI) suggests a higher risk of negative individual impact, it will make sense to differentiate a number of key aspects in the investigation, such as societal vs. individual effects, GI, exposition amount and bubble phenomena, as well as different social networks.