Where Is AI Headed? Two Media Theorists From the 1960s Can Help Us Figure It Out
Media theorists Marshall McLuhan and Guy Debord offer insights into AI’s evolving role by framing it as a new medium reshaping communication and social life rather than merely a tool or intelligence. McLuhan’s idea that new media initially replicate old forms before generating unique content helps explain AI’s current uses and emerging novel applications, while Debord’s critique of media commodification suggests AI will further mediate and monetize human experiences, potentially deepening societal alienation unless deliberate changes occur. Understanding AI as a medium highlights the importance of examining how it transforms our environment and interactions rather than just its capabilities.