AI Agents, Humans and Untangling the Marketing of Artificial Intelligence in Learning Environments

Abstract

This exploratory study identifies the tangling of proposed relationships between human and non-human agents by providing an analysis on how AI technologies are marketed for learning subjects through a critical discourse analysis of corporate advertisements. We ask: Amid these emerging technologies, how are humans and AI technologies framed as agents with agency? How are learners framed by corporate advertising as part of this blurring? We used a public, open-access cultural analytics database and repository, Fabric of Digital Life (‘Fabric’, https://fabricofdigitallife.com/), to identify a set of artifacts as a dataset for such analysis. Results indicate that advertising promotes corporate products while also promoting idealized social practices for human-computer interaction and human-robot interaction in learning contexts. Using AI to automate relationships between students and teachers frames AI systems as authorities in both robot and non-robot platforms, blurring and minimizing student and instructor agency in learning environments.