Conjuring algorithms: Understanding the tech industry as stage magicians

Abstract

In this article, we introduce the term “conjuration of algorithms” to describe how the tech industry uses the language of magic to shape people’s perceptions of algorithms. We use the image of the magician as a metaphor for how the tech industry strategically deploys narrative devices to present their algorithms. After presenting a brief history of the Western European and North American understanding of stage magic, we apply three principles of magic to a recent case: OpenAI’s discussion of ChatGPT to show how tech leaders present algorithms as magical entities. We argue that the conjuration of algorithms allows the tech industry to forge vivid, overly positive, and deterministic narratives that make it challenging for their critics to call attention to the very real harms that algorithmic systems pose to users. We call for discourses of reality instead of magic, as a way to support responsible technology design, development, use, and governance.