Generative AI: A New Era, or a Historical Repetition?
1. Introduction: The Rise of Generative AI
Generative AI, a groundbreaking technological development, is being hailed as a transformative force poised to redefine creativity, productivity, and social interaction. By producing content ranging from art and music to entire bodies of written text, AI systems like GPT-4 and DALL-E represent a significant leap forward in the ability to automate complex human tasks. But while the technology seems new and revolutionary, it follows a pattern that has repeated itself throughout history: new technologies have always reshaped society in ways both expected and unforeseen.
This column examines generative AI within the larger context of historical technological developments, critiques its potential to accelerate the information overload that characterizes modern life, and explores how its rise coincides with new forms of social oppression—not from the state or media, but from individuals themselves. Drawing from Jacques Ellul’s theory of technological autonomy, Ortega y Gasset’s critique of mass culture, and Michel Foucault’s ideas on power and surveillance, we will see how generative AI, though novel, fits within an age-old cycle of technological disruption and societal change.
2. Generative AI and the Recurring Theme of Technological Autonomy
Throughout history, new technologies have been lauded for their potential to improve human life, only to become autonomous forces that reshape society in ways beyond human control. Jacques Ellul, a 20th-century French philosopher and sociologist, introduced the idea of "technological autonomy"—the notion that technology, once introduced, takes on a life of its own, evolving according to its internal logic rather than human intentions. Ellul argued that once a society adopts a new technology, it becomes impossible to reverse or limit its influence.
Generative AI fits squarely into Ellul’s theory. In its early stages, AI was designed to assist humans in mundane tasks, improve efficiencies, and offer new creative possibilities. However, as generative AI systems become increasingly autonomous, their influence extends beyond their original purposes. For instance, AI-generated content—whether art, literature, or even entire essays—challenges traditional concepts of authorship and creativity. Human creators may find themselves competing with, or replaced by, automated systems that produce similar or even superior results in a fraction of the time.
More troublingly, generative AI, like other technologies, shows signs of escaping human control. AI algorithms evolve through machine learning, drawing from vast data sets, and continually refining their capabilities. This self-learning process reflects the very autonomy Ellul warned about: the more data AI systems ingest, the more independent and unpredictable they become. In time, the full implications of this autonomy—how it will affect industries, economies, and even ethical standards—may exceed our ability to regulate or restrain.
Ellul’s critique suggests that rather than celebrating generative AI as a benign tool, we should remain vigilant about how its autonomy may reshape society in unpredictable ways. History shows us that once technological systems become integral to daily life, they exert a kind of invisible control over individuals and communities. The development of steam engines, electricity, and the internet each seemed to herald an era of progress, but they also created new dependencies and vulnerabilities. Generative AI is no different. Its power, while vast, comes with risks of dehumanization and loss of control over technological outcomes.
3. Information Overload: Accelerating the Massification of Society
The advent of generative AI also exacerbates a long-standing issue in the digital age: information overload. In the 21st century, the internet has provided unprecedented access to vast amounts of information, and the advent of social media has enabled the mass dissemination of personal and professional content. However, this proliferation of data often leads to a saturation of information, much of it trivial or low in value, making it difficult to sift through and find meaningful content. Generative AI only accelerates this trend by producing content at a scale and speed previously unimaginable.
This flood of information can have deleterious effects on society. José Ortega y Gasset, in his work "The Revolt of the Masses," argued that the rise of mass culture leads to a society in which individuals lose their critical faculties, consuming superficial and shallow information rather than engaging in deep thought or reflection. Generative AI, by generating vast amounts of content at the click of a button, risks deepening this trend. Instead of encouraging critical thinking, it may lead to a world where information is abundant, but wisdom and discernment are in short supply.
Moreover, AI-generated content often lacks the depth and originality that comes from human creativity and experience. While AI can mimic human language and thought processes, it does so by drawing from pre-existing data sets, regurgitating patterns and tropes rather than generating new insights. The massification of AI-generated content could thus contribute to a cultural homogenization, where originality is sacrificed in favor of efficiency and speed.
Ortega’s fear of the “mass man” becomes particularly relevant in this context. The mass man, according to Ortega, is someone who consumes passively, never questioning or challenging the status quo. In an AI-driven world, people may become more passive consumers of information, overwhelmed by the sheer volume of content and less inclined to engage critically with it. Instead of a society enriched by the creative potential of AI, we may find ourselves in a world where quantity outweighs quality, and critical engagement with information diminishes.
4. Freedom and Oppression in the Modern Age: Self-Imposed Constraints
The frustration people feel in contemporary society often manifests as criticism of governments and media corporations. But is it truly the state or the media that oppresses us in the age of generative AI, or is the reality more complex? In modern society, oppression no longer comes solely from external authorities—increasingly, it arises from within communities themselves, as individuals use their freedom to constrain others.
This phenomenon is most visible on social media platforms, where people wield enormous power to criticize, cancel, and marginalize others based on perceived missteps or differences in opinion. The rise of cancel culture and mob justice highlights how individuals, empowered by technology, can create environments of fear and censorship. Ironically, the same tools that were supposed to democratize information and expression—social media, AI, and digital platforms—now serve as instruments for social control. In this sense, we are witnessing a new kind of oppression, not imposed by governments or elites, but by ordinary people who use technology to police the behavior and beliefs of others.
Philosopher Michel Foucault’s concept of "panopticism" is useful for understanding this dynamic. Foucault argued that power in modern societies is diffuse, not concentrated in the hands of a few but distributed across social institutions and practices. In the digital age, we are all subjects and agents of surveillance, simultaneously watching and being watched by others. This self-imposed surveillance limits our freedom, as we internalize social expectations and conform to the norms enforced by our peers.
The power dynamics Foucault described are amplified by generative AI. AI systems can monitor and analyze user behavior, suggesting content or limiting exposure based on algorithmic predictions of what people want to see. These systems thus act as invisible gatekeepers, determining which voices are amplified and which are silenced. The result is a new kind of oppression: one in which freedom is constrained not by overt laws or decrees, but by the invisible hand of algorithmic control and social conformity.
In this context, the frustration people feel with government or media is misplaced. The true source of oppression lies in the ways individuals use technology to exert power over one another. Generative AI is not just a neutral tool; it is part of a larger system that reinforces social hierarchies, encourages conformity, and limits individual expression.
5. The Future of Generative AI: Navigating Technological Progress
As we look to the future, it is clear that generative AI will continue to play a central role in the ongoing technological revolution. Its capacity to transform industries, streamline processes, and augment human capabilities is undeniable. However, the risks it poses—autonomy, massification, and new forms of social control—are equally significant. To navigate these challenges, society must adopt a cautious and critical approach to technological progress.
Ellul’s warnings about technological autonomy remind us that we must not allow AI to evolve unchecked. Regulation, ethical oversight, and public awareness are essential to ensuring that AI serves human interests rather than dictating them. Additionally, Ortega’s critique of mass culture underscores the importance of preserving individuality and critical thinking in an age of information overload. We must resist the temptation to passively consume AI-generated content and instead cultivate discernment and intellectual curiosity.
Finally, Foucault’s insights into power and surveillance highlight the need for vigilance in guarding our freedoms. As generative AI becomes more integrated into our daily lives, we must remain mindful of how it shapes our behavior, our relationships, and our understanding of the world. The future of AI is not predetermined; it is up to us to ensure that it enhances, rather than diminishes, human freedom and creativity.
6. Conclusion
Generative AI represents both the promise and peril of technological progress. While it offers unprecedented opportunities for creativity and efficiency, it also raises profound questions about autonomy, information overload, and social control. As we move forward, we must remember that the rise of AI is not a new phenomenon—it is part of a broader historical pattern in which technology reshapes society in ways that are both liberating and oppressive.
By critically engaging with AI and understanding its broader implications, we can navigate this new era with our eyes wide open. The future of generative AI depends not only on technological innovation but also on our ability to balance progress with the preservation of individual freedom, creativity, and critical thought.