Public understanding of artificial intelligence through entertainment media

Abstract

Artificial intelligence (AI) is becoming part of our everyday experience and is expected to be ever more integrated into ordinary life for many years to come. Thus, it is important for those in product development, research, and public policy to understand how the public’s perception of AI is shaped. In this study, we conducted focus groups and an online survey to determine the knowledge of AI held by the American public, and to judge whether entertainment media is a major influence on how Americans perceive AI. What we found is that the American public’s knowledge of AI is patchy: some have a good understanding of what is and what is not AI, but many do not. When it came to understanding what AI can do, most respondents believe that AI could “replace human jobs” but few thought that it could “feel emotion.” Most respondents were optimistic about the future and impact of AI, though about one third were not sure. Most respondents also did not think they could develop an emotional bond with or be comfortable being provided care by an AI. Regarding the influence of entertainment media on perceptions of AI, we found a significant relationship ( p < 0.5) between people’s beliefs about AI in entertainment media and their beliefs about AI in reality. Those who believe AI is realistically depicted in entertainment media were more likely to see AIs as potential emotional partners or apocalyptic robots than to imagine AIs taking over jobs or operating as surveillance tools.

Media Use, Interpersonal Communication, and Attitudes Toward Artificial Intelligence

“…Turning to the role of science fiction, the open-ended responses show that members of the public invoked film and television depictions of threatening AIs-and a few friendlier ones-when asked for their thoughts about the topic. The analyses of attitudes toward AI yielded no evidence of an overall relationship between science fiction viewing and contemporaneous opinion or change in attitudes, which may have reflected the presence of both menacing and benign portrayals of AI in science fiction (Nader et al, 2022;Obozintsev, 2018;Perkowitz, 2007). However, following news about technology moderated the relationship between science fiction viewing and change in attitudes.…”

“…In portraying AI, science fiction films and television programs have long provided depictions of it as menacing (Nader et al, 2022; Obozintsev, 2018; Perkowitz, 2007). Hollywood’s foundational portrayal of the technology came in 1968 with the murderous HAL-9000 from 2001: A Space Odyssey .…”

“…More recent examples in the same vein include the Machines from the Matrix franchise, the robots from I, Robot , and Ultron from Avengers: Age of Ultron . At the same time, Hollywood films and television shows have also portrayed helpful and even heroic examples of AI working for social progress (Nader et al, 2022; Obozintsev, 2018; Perkowitz, 2007), including Data from the Star Trek franchise, the Mecha from A.I. : Artificial Intelligence , and Jarvis from the Marvel Cinematic Universe franchise.…”

“…For example, news coverage could encourage audience members to see the technology as a tool of progress—or, alternatively, as an existential threat to humanity (Broussard et al, 2019; Chuan et al, 2019; Obozintsev, 2018). Similarly, science fiction films and television programs could reinforce impressions of AI as menacing or benign (Nader et al, 2022; Obozintsev, 2018; Perkowitz, 2007). At the same time, members of the public may also draw on interpersonal conversations to make sense of technology (Gamson, 1992), including AI (Cui & Wu, 2021).…”

Artificial intelligence in the work context

“…Such inquiries also may reveal new forms of symbiosis or antagonism. In relational terms, AI systems at work come with potentially new role configurations and understandings, including public image of and discourse about the technology (Nader et al, 2022), which is often polarized between overinflated hype, as characterized by the emergence of a whole ecosystem of AI consultants and advocates, or complete doom, as in horror stories of AI ruining the very fabric society. In metaphysical terms, “the ‘borders’ surrounding communicative AI, or any AI, […] are important areas of study” (Guzman & Lewis, 2020, p. 79).…”