TECH NEWS – Expectations about the future of artificial intelligence are shaped not only by the technology’s actual level of development, but also by how optimistically or pessimistically the media approaches it – according to a new study from Corvinus University.
A research group at Budapest Corvinus University examined how media narratives and public visions of the future of artificial intelligence (AI) influence one another. The lead author of the study summarizing the findings is university professor Lilla Vicsek, and the paper was published this January in the international scientific journal Global Media and Communication.
According to the research, the development of new technologies is often marked by periods of inflated expectations, known as hype phases, which are then followed by periods of disappointment in the media as well. Academic literature often describes these fluctuating stages as “technological spring” and “technological winter.”
“Many people perceive ChatGPT as if it appeared overnight, but in reality it broke through during a period when media attention toward AI was rising again,” Vicsek said. She added that generative AI was already technologically advanced well before 2022, but the press covered it only to a limited extent.
If only industry voices are quoted, the tone becomes more optimistic
As part of the study, the researchers analyzed AI-related articles from three leading American daily newspapers – The Wall Street Journal, The Washington Post, and The New York Times – from the year before generative AI’s breakthrough. In most of the coverage, a restrained and often skeptical tone dominated, emphasizing AI’s limitations and unfulfilled promises. The articles rarely discussed job losses or concepts such as superintelligence or artificial general intelligence. These terms mostly appeared as unrealistic or exaggerated visions of the future rather than as near-term possibilities.
Among the newspapers examined, The New York Times showed the strongest critical perspective, while other outlets included independent or critical sources to varying degrees. The authors also point out that when an article featured only a source speaking about their own product and no other voices were included, the overall tone toward AI became cumulatively more positive.
“It is important to recognize exaggerated technological promises in the media, because predictions about the future of AI are often made by people with a direct interest in the technology’s success. A balanced media picture requires journalism built on diverse sources, in which civil organizations, policymakers, and critical researchers are heard alongside business and technology actors. The future of artificial intelligence is not purely a technological question, but also the result of social and media interpretation,” Vicsek Lilla emphasizes.
It is worth understanding the nature of collective biases surrounding technology because they have a significant impact on investment decisions, regulatory environments, and political directions. The press plays a key role in this process, especially high-prestige outlets that can shape the thinking of decision-makers as well.
Source: Corvinus University
