Abstract

This paper examines Netflix's use of personalized thumbnails, framing the discussion within cybernetic and psychological contexts to explore the nature of intentionality in automated systems. While algorithms are designed to optimize user engagement, the ascription of "intentionality" to such systems requires careful delineation between human and machine agency. By analyzing the processes underlying automated personalization, this paper situates algorithmic behavior within a cybernetic framework, showing that while algorithmic ‘intentionality’ arises from emergent processes, it remains functionally distinct from moral agency. The discussion contributes to the broader debate on the ethical implications of algorithmic design and communication strategies.