The main reason to worry, though, is not the proprietary monetization of "AI" algorithms: Just like it was not an algorithm (pagerank) but the invention of adtech that spawned surveillance capitalism, here too the main question is what sort of "disruption" can this tech facilitate, as in which social contract will be violated in order to "create value".
"Success" in "tech" has for a long time been predicated on the absence of any regulation, pushback or controls when applying software technology in social / economic spheres previously operating under different moral conventions. In the name of "not stiffling innovation".
Ironically our main protection is that we may actually now live a "scorched Earth" environment. The easy disruptions are done and "tech innovation" is bumping against domains (finance, medical) that are "sensitive".
What needs to be understood is that this sort of technology is not an equalizer, regardless of the PR behind having your own personal Einstein/secretary at your beck and call. You can look at the state of modern computing sans AI to see this is true: many people with desktops are using Microsoft, Apple, or Google OSes, which become more and more restrictive as time goes on, despite the capabilities of such computers increasing regularly.
True, and it is to be expected that existing interests will seek to integrate any new tricks into the old patterns
The question is to what extend this can go on without imploding. How big the mismatch between what you could do with a mobile or a desktop or a decentralized cluster of millions of computers and what you actually do before some random bug in a typewriter short-circuits the entire system.
People are banking on widespread digital transformation as one of the few major economic growth drivers in an otherwise exhausted opportunity landscape - the literally scorched Earth. I fail to see, though, how this regeneration could possibly be achieved with parasitic business models and behaviors. We should not think just about individuals or "consumers", as in this role we are effectively disenfranchised, but our role in all sorts of private and public organizations that collectively have much more political and economic weight than "big tech".