A truly user-aligned AI assistant would be great. Ideally in the future these things will not be tied to indirect business models, but rather will be something you buy and all data/services will be under your control.
In the Star Trek world they had no advertising because they were a communist society. Everyone dressed the same or slightly differently based on rank. It's interesting how the new movies play over that.
In Star Trek you couldn't choose your AI. In our world you can. At the start of their development most of them are targeted at selling you stuff - but the industry is young and who knows where it will go.
While there are elements of communism depicted in the Federation as a whole, those are facets of a global post-scarcity society that has somehow evolved beyond the less "progressive" bits of human behavior. I'd argue that the biggest fantasy of Star Trek isn't warp drive, but the notion that humans are somehow less violent than Klingons.