Média Animation and the Conseil Supérieur de l’Education aux Médias (CSEM) in Belgium collaborated to produce a series of webinars exploring the question: “Is AI redefining the challenges of misinformation?” Laurence Dierickx was invited to speak on the topic: “AI explained by the tech: between myths, hype, and tensions in journalistic and collective imaginations.” Following her presentation, the audience (journalists and media literacy professionals) had the opportunity to share their thoughts and reflect on the current discourse surrounding artificial intelligence.
Intervention: Laurence Dierickx
Laurence Dierickx is a researcher in information and communication sciences, specializing in artificial intelligence applied to journalism and fact-checking. With nearly fifteen years of experience in digital journalism and digital development consulting for media organizations and NGOs, she has been teaching data journalism, OSINT, and AI at the Université libre de Bruxelles since 2017. As a Phd researcher, she has written a thesis on the automated production of information in support of journalistic practices, and has conducted several international research projects, notably at the University of Bergen, the Digital Democracy Centre (Denmark) and within the JournalismAI programme at the London School of Economics. Her work focuses primarily on the uses of AI in journalism, automated fact-checking, AI literacy and the development of responsible technologies.
AI as told by the industry
Since generative artificial intelligence became widely available to the general public, investment in the sector has surged. To attract attention, win over investors and encourage the adoption of their products, technology companies often highlight the revolutionary potential of AI. This messaging is underpinned by ambitious promises: increased productivity, the transformation of work, intelligent assistance and the automation of numerous tasks.
According to Laurence Dierickx, this rhetoric stems from a marketing approach that tends to exaggerate the capabilities of AI systems. The phenomenon is not limited to the tech sector; it is sometimes echoed by the media, which attributes characteristics to AI that it does not possess. These portrayals help to reinforce the idea that AI is an exceptional technology, capable of profoundly transforming society.
Between fascination and concern
Promoting AI is not just a matter of enthusiastic rhetoric. Alarmist narratives also play a significant role. This dynamic can be described as ‘fear mongering’. Even when presented as critical, certain narratives paradoxically help to elevate AI by portraying it as an almost omnipotent force. Fascination and concern thus become two sides of the same coin.
These perceptions do not arise out of thin air. They are part of a collective imagination that has long been shaped by literature, cinema and works of science fiction. When we encounter modern AI, we naturally tend to associate it with these cultural references. Real-world technologies are thus interpreted through fictional narratives that are already deeply ingrained in our perceptions of the world. This blurring of the lines between fiction and reality helps to fuel expectations that are sometimes unrealistic, as well as certain fears.
Hype Cycle
To analyse these phenomena, Laurence Dierickx draws on the ‘hype cycle’ developed by Gartner. According to this model, every major technological innovation goes through several phases. An initial period of intense enthusiasm is followed by expectations that are sometimes unrealistic. This is followed by a phase of disillusionment, when the technology’s limitations become more apparent. Finally, after this period of critical reflection, usage patterns stabilise and the technology gradually finds its place in society.
Teaching resource: myths and realities
A teaching resource has been produced based on Laurence Diercikx’s presentation. It breaks down the various elements found in discussions about artificial intelligence software and sets out to debunk five myths that are frequently heard about AI. The page also allows you to watch a short clip of Laurence’s talk.
Download here.