In this paper, I argue that the primary AI-related ethical issue is that of the agendas driving AI. While there is a portion of AI-related ethical risks which stems from indeterministic elements of AI and their interaction with existing social and economic systems, it is in the area where we have clear, front-end control – in setting the right agendas – that we should focus our efforts. In this paper, I will identity concrete agenda-related threats and propose ways of addressing them. I suggest that it is these threats which widen the gap (alienation) between humans and their technology. My proposal will thus aim at reducing this alienation.