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The Conversation
The Conversation
Xosé López-García, Periodismo digital, comunicación digital, Universidade de Santiago de Compostela

‘Digital brains’ that ‘think’ and ‘feel’: why do we personify AI models, and are these metaphors actually helpful?

We tend to anthropomorphise technology. Collagery/Shutterstock

The press has always used metaphors and examples to simplify complex issues and make them easier to understand. With the rise of chatbots powered by artificial intelligence (AI), the tendency to humanise technology has intensified, whether through comparisons to medicine, well-known similes, or dystopian scenarios.

Although what lies behind AI is nothing more than code and circuits, the media often portrays algorithms as having human qualities. So what do we lose, and what do we gain, when AI ceases to be a mere device and becomes, linguistically speaking, a human alter ego, an entity that “thinks”, “feels” and even “cares”?

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