Information Professionals’ Metaphorical Perceptions of Artificial Intelligence Concept

Abstract

This study examines the metaphors used by 66 information professionals in Türkiye to conceptualize artificial intelligence (AI). Through qualitative metaphor analysis, rich insights emerged on perceptions of AI’s nature, functioning, relationships with humans, roles, and societal impacts. Some of the metaphors used are child, human, artist, human intelligence, robot, assistant, doctor, weapon, terminator, something scary, closed box, black hole, Pandora’s box, etc. Multiple, often contradictory metaphors like “child” and “uncontrollable power” indicate AI is viewed in a multidimensional way, evoking both promise and concern. Key findings suggest information professionals appreciate AI’s transformative potential in enhancing services but also harbor anxieties related to human relevance, technocracy, and social issues like privacy. Understanding these complex cognitive and emotional orientations can facilitate responsible AI adoption to augment information services. Gesturing at AI’s multifaceted connotations also foregrounds communication challenges complicating public debate and policymaking on emerging technologies. The value of this study lies in surfacing the nuanced perspectives of a stakeholder group positioned to mediate public understanding and direct integration of AI in information services. Mapping information professionals’ rich construals of AI also highlights the need for public communication attuned to metaphorical reasoning around new technologies.