Аннотация. Artificial Intelligence continues to break new barriers each day. Thanks to AI, it is not inconceivable to believe that we may rely even less on actual physical labor than we do now. One such example of virtual assistants such as Alexa, Siri, Google Assistant, Cortana, Bixby, and many more. While currently, they are glorified tools on our smartphones for voice commands, they are quickly being programmed to be the perfect assistant suited for our daily tasks. While that sounds great, it comes with a threat that may not be immediate, but it is only a matter of time until it does; censorship. This study triangulates the opinion of renowned authors and researchers within the field of Artificial Intelligence to get an idea of what the future holds for censorship online in an era when artificial intelligence-backed assistants are the primary customers toggling through the visible search results, and humans rely on them for their effectiveness and efficiency. The results indicate a need for brands to rethink how they inform their customers, the importance of brand recognition and loyalty in the era ahead and a much better-informed public that does not solely rely on the search results provided to it via these assistants.