Peoples & Things Thomas Haigh on the History of “AI” as a Brand
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Dec 8, 2025 Thomas Haigh, a historian of computing and Professor at the University of Wisconsin–Milwaukee, dives into the intriguing world of artificial intelligence branding. He reveals how 'AI' has become a catch-all term for diverse technologies. Haigh discusses the historical context of AI, tracing its evolution from early conceptualizations to its role in shaping computer science departments. He urges a careful regulatory approach, emphasizing the importance of specific terms over the vague 'AI.' The conversation also connects today's generative AI bubble with past cycles and promises.
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AI As A Shifting Brand
- Brands gather unrelated products and imply a coherent quality across them to create value.
- Thomas Haigh argues the 'AI' label functions like a brand that changes over time and imputes cognition and promise.
From AI Student To Historian
- Thomas Haigh studied AI as an undergraduate and did his senior thesis in the field at Manchester.
- That background helped him later analyze AI's technical and institutional history.
Hearing 1980s Expert-System Pioneers
- Haigh attended oral histories with 1980s expert-system founders and learned that AI once broke into business before collapsing.
- That event revived his interest in writing a concise history of AI's brand cycles.
