Abstract
While the term Artificial Intelligence (AI) was coined in the 1950s, in recent years has become a focus of attention in mainstream media. Yet the forces behind AI's revival have been unclear. I argue here that the AI label has been rebranded to promote a contested vision of world governance through big data. Major tech companies have played a key role in the rebranding, partly by hiring academics that work on big data (which has been effectively relabeled AI) and helping to create the sense that super-human is imminent. However, I argue that the latest systems are premised on an old behaviorist of intelligence that's far from encompassing human thought. In practice, the confusion around AI's capacities serves as a pretext for imposing more metrics upon human endeavors and advancing traditional neoliberal policies. The revived AI, like its predecessors, seeks intelligence with a view from nowhere (disregarding race, gender and class)---which can also be used to mask institutional power in visions of AI-based governance. Ultimately, AI's rebranding showcases how corporate interests can rapidly reconfigure academic fields. It also brings to light how a nebulous technical term (AI) may be exploited for political gain.
Published Version
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