When the AI based virtual assistant in our smart phone helps us choose a restaurant or send a text message we enjoy the moment. We don't want to turn the clock back to a time when we did not have AI based systems recommending to us what we never knew we wanted to buy. The machine is watching us and learning each move we make. Instead of augmenting brawn, machines are now augmenting our cognitive abilities. Understanding emotions of self and others will be the next frontier. When people learn to work with machines the possibilities are endless. But is there an invisible price that we forget?