AI Hype: Public Relations and AI's doomsday machine

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Bourne, Clea D.. 2023. AI Hype: Public Relations and AI's doomsday machine. In: Ana Adi, ed. Artificial Intelligence in Public Relations and Communications: Cases, reflections and predictions. Berlin: Quadriga University of Applied Sciences, pp. 39-50. ISBN 9783942263627 [Book Section]

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Official URL: https://www.quadriga-hochschule.com/news/ai-for-co...

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This chapter broadens current professional debates by highlighting a different but vital relationship between the PR profession and AI, one in which PR professionals – acting as AI cheerleaders – are deeply implicated in generating AI hype. My discussion explores recent market studies research on disruption and hype cycles, before delving into the latest, somewhat disturbing phase in AI’s hype cycle, in which end-of-the-world scenarios are invoked to stimulate a climate of fear around AI. The chapter concludes by exploring some ethical concerns with promoting AI and automation as humanity’s inevitable future.

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