New Books Network 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 evolution of artificial intelligence as a brand. He shares how the label 'AI' has consistently attracted disparate technologies over the decades. Haigh connects historical AI hype to current trends, stressing the importance of regulation focused on specific applications rather than the broad term 'AI.' He also explores the origins of the label, its cultural roots, and the impact of military funding, providing a captivating look at AI’s complex history.
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AI As A Persistent Brand
- The AI label functions like a brand that groups unrelated technologies and imputs enduring qualities to them.
- Thomas Haigh argues this branding explains AI's persistence despite shifting technical meanings.
Repeated AGI Promises Over Seven Decades
- The AI brand repeatedly promises rapid arrival of general intelligence with decades of failed timelines.
- Haigh urges awareness of historical repetition to better judge contemporary claims about AGI.
Watch For Rebranding After Hype Collapses
- Expect marketed AI technologies to persist under new labels even if hype fades.
- Rebrandings will follow failures, so assess underlying capabilities not the 'AI' label, Haigh warns.
