Almost from its very beginning, the Web has been ambivalent.
It has facilitated freedom for information, but this also included the freedom to spread misinformation. It has faciliated intelligent personalization, but at the cost of intrusion into our private lifes. It has included more people than any other system before, but at the risk of exploiting them.
The Web is full of such ambivalences and the usage of artificial intelligences threatens to further amplify these ambivalences. To further the good and to contain the negative consequences, we need a research agenda studying and engineering the Web, as well as numerous activities by societies at large. In this talk, I will present and discuss a joint effort by an interdisciplinary team of Web Scientists to prepare and pursue such an agenda.