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Humanizing: on the anthropomorphization of AI as a tactic of cultural integration
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DOI：10.1007/s00146-025-02823-8.png)
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Abstract
En 中文
This article explores the anthropomorphization of artificial intelligence (AI) as an aesthetic tactic aimed at integrating AI into culture and society. Drawing on Gilbert Simondon’s philosophy and his developments on aesthetic thought in On the Mode of Existence of Technical Objects, this paper argues that anthropomorphization mystifies AI, fostering a "technical hypnosis" that obstructs critical engagement and deep knowledge of its functioning. Simondon’s concepts of technophanies (ritualized displays of technology) are also explored in relation to anthropomorphization. Further, using Jeffrey Alexander’s theory of cultural pragmatics, this paper analyzes how anthropomorphism acts as a "re-fuser" of meaning: aligning AI’s presentation with shared cultural scripts and allowing users to identify with machines. Successful performances, such as AI chatbots with gendered voices or humanoid robots in stylized settings, tap into collective imaginaries shaped by media and science fiction. Ultimately, the article argues that anthropomorphization is not merely a design choice but a political strategy—normalizing AI’s presence while bypassing public deliberation and the very possibility of critique.
Keywords:
Anthropomorphism
Artificial intelligence
Culture
Simondon
Alexander
Technology
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