Purpose: The purpose of this paper is to examine how automation in the ever-changing technological landscape is increasing integrated into, and has become a significant presence in, our personal lives. Design/methodology/approach: Through post qualitative inquiry, the authors provide a contemplation of automation and its effect on creativity, as a contemporary expression of dis/locations, the simulacrum, performative work and a toxic digital presence in socio-cultural-technical spaces. Findings: The authors discuss how we behave, contribute, explore, interact and communicate within and across automated digital platforms, has salience for understanding and questioning the ways that dominant discourses in the contemporary construction and enactment of subjectivity, creativity and agency are being modulated by the machine. Originality/value: This paper offers a nuanced consideration of creativity, by considering the way creativity is being performed and situated within the effects of automation and its role in dis/locations, performative work and its potential as a the simulacrum in socio-cultural-technical spaces.