Discover how artificial intelligence is portrayed in science fiction films and series with our comprehensive report, "Visions of AI in Popular Culture." Commissioned by Wikimedia Europe and supervised by Dr. Kuba Piwowar, this insightful study was created by students from SWPS University. The report not only delves into the most captivating AI depictions in pop culture but also serves as a valuable resource for businesses, offering insights to understand and leverage these narratives in their strategies.
Artificial intelligence is the future
The 2020s revolutionized our approach to interacting with AI, and the related technology continues to evolve rapidly. Pop culture often portrays artificial intelligence as a critical player in the future economy. But is this imagery reflected in real-world investments and business strategies?
To answer this question, students of the "School of Ideas" program at SWPS University conducted a detailed analysis of science fiction films and series in which technology, specifically artificial intelligence, played a significant role in the plot.
Our thinking often shifts between the scenario of human triumph and the victory of sinister machines. Surprisingly often, it follows paths laid not by consulting firms or business analysts, but by writers and screenwriters.
Kuba Piwowar, Ph.D. / Assistant Professor
sociologist, cultural researcher, and expert in technology
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Who is afraid of AI?
The "Visions of AI in Popular Culture" report is based on two components:
- an extensive qualitative study analyzing science fiction films and series through the interpretation of selected cultural texts and the application of the Zaltman Metaphor Elicitation Technique (ZMET), a market research tool that uncovers the fundamental structures that guide people's thinking about a topic
- a quantitative survey conducted by Ipsos in May 2023 on a representative sample of 1,008 Poles using the Computer Assisted Personal Interview (CAPI) method
In response to questions about specific areas where AI might be used, approximately 25%–30% of respondents expressed equal concerns and hopes about AI. This indicates uncertainty about AI's potential impact on human life. Nevertheless, the survey identified key areas where respondents believe AI will have the most significant influence: medicine and healthcare (40%), followed by military and security, and professional work. Respondents also frequently mentioned finance and banking services.
The main concerns expressed were that AI could take a human form (48%), become independent of humans (47%), or form close relationships with humans (45%). In contrast, respondents were most hopeful about AI being unlikely to escape state or European Commission control (19%), its widespread availability (17%), and the potential of autonomous cars (15%).
What business can learn from pop culture?
The report is a valuable resource for businesses aiming to understand and capitalize on consumers' attitudes toward artificial intelligence.
When we compare sci-fi movies and series with the messages from tech companies like Google, Amazon, Facebook, and OpenAI, we notice a distinct split. One vision portrays AI as a cure for all the world's problems, for instance, helping organizations reduce costs and optimize processes. The other vision sees AI as a potential threat that could haunt or even destroy us—if not people, then companies. These visions are only seemingly contradictory. In both cases, we are trying to understand what artificial intelligence will bring. This question will always remain open, but the pop culture content discussed in the report can be beneficial in the search for answers.
Kuba Piwowar, Ph.D. / Assistant Professor
sociologist, cultural researcher, and expert in technology
The study highlights the importance of narratives in the business world. Our daily lives, conversations, and memories are filled with stories. Thus, the future, including the future of business, will be shaped by both new technologies and the narratives we create around them. Narratives are essential for building an organization's image and enhancing its competitiveness.
The image of the company, its managers, and its employees is crucial to how companies communicate with the public, the industry, and customers. Narratives about AI in pop culture, as seen in films like "The Matrix" and its sequels or "Blade Runner 2049," can help businesses develop more thoughtful communication strategies. By analyzing these stories, companies can better understand the fears and expectations of their customers. As a result, they can build consumer trust and a positive corporate image.
Pop culture also provides the business sector with a wealth of scenarios that can inspire innovation. Companies can draw on these creative visions to develop new products and services. For example, the idea of using AI to manage risk and improve efficiency, as shown in "Minority Report," can serve as inspiration for real-world applications.