Surveillance has become normalised in our social context under the flashy guise of freedom. Martha Peirano, a journalist and writer who specialises in the digital world, believes that while we live under a veil of autonomy and personalised services, digital platforms hoard data and modulate our behaviour. From an anthropological perspective, this control over our behaviour is redefining our identity which is modulated by algorithms that predict the desires and emotions of vast groups of individuals. From a psychological perspective, never-ending digital surveillance can cause anxiety, isolation and burn-out, thereby affecting our ability to act with true freedom. Where does our free will fit into this equation?