‘’The relationship with my phone used to feel like a one-way relationship. But now it is getting more intelligent and is able to talk back sometimes. Swiping from advertisement to advertisement, I’m in a continuous feedback loop of who I consciously- but also unconsciously am. Or maybe; of who I should be?’’

This ongoing conversation is laid bare in a photobook novel, where brutally honest data is kept chronologically. The feedback loop manifests itself directly, with a huge delay, or not at all. It is not always clear what influences what, yet biases present themselves. In the narrative, elements like maintaining a healthy lifestyle, migration and being in a relationship are misconstrued as signs of pregnancy, contrary to reality. These assumptions found in the personalized ads, result in a distored self-perception. As the story unfolds, the ads seem to take sides, endorsing the partner's perspective in conflicts and subtly probing whether the user is trapped in a toxic relationship. Initially promoting casual alcohol consumption and dating, the ads gradually escalate to the point of advocating behaviors that result in liver problems and sexually transmitted diseases.