AI's Image Identity Crisis: How Logos and Visuals Shape Public Opinion
Robots are often used to represent AI, but this isn’t an accurate or complete portrayal. It's time we get a more relatable and accurate representation of AI.
Apple Inc. just announced its foray into AI with Apple Intelligence, yet another indication of how firmly AI has planted its feet in our daily lives. AI is everywhere, but we have no idea what AI ‘looks like’. But does this even matter? Why?
A visual, a logo, any kind of pictorial representation helps the public understand what AI represents, rather than simply being an abstract concept that they don’t entirely understand or trust. Today, there isn’t a universal consensus on what AI looks like, leading to a clash of narratives that impact the adoption and trust in AI technologies. How companies manage these perceptions will shape the future of integrating AI into everyday life.
The no-more-distant reality of AI began its journey in the 1950s with Sir Alan Turing’s work. Since then, we as a society have had several ‘AI Winters’ marked with stagnations in progress due to the overpromised capabilities of AI. Now, we are witnessing an ‘AI Spring’, the converse of a cold-torrid winter. This spring can, however, wither if AI developers don’t remain honest with the public and curb unreal speculations. Having a visual representation of AI makes it easier for people to grasp its abstract and complex nature. Robots often come to mind when we think of AI, but this isn’t an accurate portrayal. We need a more relatable and accurate representation of AI.
The Dystopian AI Vision vs The Utopian Dream
Popular culture often portrays AI in a dystopian light. Movies like The Terminator, Avengers: Age of Ultron, and Ra. One depict AI as a threat to humanity. They show AI can ‘escape’ the controls of man and exhibit destructive tendencies due to a false sense of superiority.
These narratives fuel fears of a world dominated by robots, where machines enslave or eradicate their creators. This vision also taps into a deep-rooted anxiety about losing control over our creations and the potential for AI to displace human jobs, leading to economic and social turmoil. This narrative is not entirely unfounded, as automation and AI have already begun to change the job landscape.
On the other hand, AI is also portrayed as a benevolent helper or a friend in popular culture. Characters like Jarvis from the Iron Man series or real-world applications such as Apple's Siri and OpenAI’s initiatives showcase AI’s potential to enhance human capabilities and improve quality of life. These examples highlight how AI can integrate seamlessly into our daily routines, offering assistance, improving efficiency, and providing valuable insights. In this version, AI doesn’t stand in our way as a threat but acts as a helping hand.
These positive and negative perceptions must be translated from words into images to be more effective. For example, instead of just talking about AI as a helpful tool, showing this visually can make it easier for people to trust and adopt AI-powered applications and understanding the risks associated with using AI. Clear, powerful visuals help people better grasp abstract ideas, making communicating AI's potential and risks more straightforward.
A Balanced Image of AI
Most companies have come a long way from the archaic image of AI: a brain or computerised neural networks. Thankfully, they have also stopped using robots to brand their image. It is quire narrow, and doesn’t elicit a sense of warmth and openness, which is crucial for adopting emerging AI.
Image Credits: Canva
OpenAI, for instance, portrays itself in the market with a black dot and green secondary colours. It also maintains a fun rapport with its users through ChatGPT’s personalised messages. The company has maintained that AI is a positive asset that is created to help humans. On the other hand, Copilot by Microsoft uses an abstract closed shape with vibrant colours as its logo and other bright colours in its UX. It also maintains a comrade through its texting with users and personalised nature. It ensures that users know they are the pilot in control; the AI merely exists to complement their efforts. Both companies have distinct ways in which they perceive AI, and so do a dozen others.
Image Credits: Bryce Durbin; TechCrunch
So, how do we give users a cohesive understanding of AI if this continues? The only commonality so far in the branding of AI startups is the ‘helping hand’ narrative, and even that is often not conveyed all too well.
Thus, to navigate these contrasting narratives, companies must strategically position AI in the minds of consumers. This involves addressing several critical issues:
1. Ethics
Ethical AI is a critical piece, and includes both developing and deploying AI in tools or products. Companies must ensure transparency in their AI systems, safeguarding user privacy and preventing biases that could lead to harmful outcomes. Ethical considerations should be at the forefront of AI marketing, reassuring the public that AI will be used responsibly. Reflecting ethics in the visual representation of AI will reassure users that the technology is safe, transparent, and trustworthy. Building trust is important to build a collaborative world between man and machine.
2. Collaboration
Emphasising the collaborative nature of AI can help alleviate fears. By highlighting how AI can augment rather than replace human capabilities, companies can foster a narrative of partnership. Highlighting the potential of collaboration will emphasise that AI works alongside humans, enhancing and supporting human efforts.
3. Control
Reassuring users about control mechanisms is vital. Companies should emphasise that AI operates within defined boundaries and that users control their data and interactions with AI. Showing human/user control ensures users feel empowered and confident that they are in command of the technology.
The Future of the Future
As AI continues to evolve, its visual representation will significantly influence public perception. Tech companies have the opportunity and the responsibility to set benchmarks for ethical AI development, and transparent communication/branding of AI.
Just as the envelope icon represents email, AI could benefit from a universal symbol that embodies all that it does and delivers. It’s time we give serious thought to a unified and relatable image/logo/icon for AI.
