New Books in Science, Technology, and Society Thomas Haigh on the History of “AI” as a Brand
Dec 8, 2025
Thomas Haigh, a historian of computing and Professor at the University of Wisconsin-Milwaukee, dives into the fascinating history of the brand 'artificial intelligence.' He explores how 'AI' has been used to label varied technologies and why it remains an enduring intellectual brand. The conversation touches on the origins of AI branding, early misconceptions, and how these lessons apply to today’s generative AI hype. Haigh critiques AI's historical narrative and reflects on the implications for future technologies.
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AI Operates As A Durable Brand
- The AI label functions like a brand that bundles disparate technologies under a coherent promise.
- That brand imputes qualities (like 'cognition') that individual techniques don't inherently possess.
Vet Grand AI Timelines Historically
- Use historical recurrence to question dramatic AI timelines rather than accept them uncritically.
- Compare current claims to past failed promises before making high-stakes decisions.
Promises Repeat Across AI Eras
- The AI brand consistently promises human-level, general intelligence across decades.
- Repeated grand timelines from respected figures repeatedly failed, yet the brand endures.
