Anecdote time - I use Apple music and am generally happy with it. However, some time ago I started putting on the 'Sleep Sounds' playlist before going to bed. That's messed up my recommendations for my 'New Music Mix,' a more valuable feature for me. Even after disliking the 'Sleep Sounds' and specifying that it shouldn't recommend more music like it, my recommendations are still messed up. Makes one wonder to what extent in the age of 'AI' whether everyone is an edge-case in some form, particularly when (as you point out) context is a big mess.

Similar anecdote.

I googled some info about a rival college football team. At some point Google decided I was a fan of that team an my news feeds was flooded with news about that team... and not the team I actually follow.

No amount of user input saying 'don't show me this' would make it go away for more than a month or two, and eventually I just stopped looking at google news and turned off the google news feed entirely in android...

Google news, whatever it does has entirely disconnected itself from most anything relevant to what I want, to the point that it is a negative experience using it compared to some random news site.

The rival college football team probably had an ad budget Google could spend.

Maybe, but not all the articles were all that positive about them, but even so I wouldn't be surprised.

My limited understanding seems to indicate that for AI to process input it has to be handled / processed carefully for any good to come from it.

Accordingly making decisions based on human feedback could be super difficult / impossible at the moment.

The result though seems like a super narrow minded system that wouldn't know when it is dead wrong ...