Awarded millions from NFR to map perceptions of artificial intelligence in everyday life
How do we imagine artificial intelligence? Researchers from Infomedia have received support from the Norwegian Research Council (NFR) to explore this timely question.
Main content
We live in a time characterized by the rapid integration of artificial intelligence (AI) in various parts of society. AI has become part of our everyday life through office tools, home assistants, chatbots, AI-generated online content and automated services in both the private and public sector.
Meanwhile, concerns are growing about how this development affects us and the way we communicate.
- If artificial intelligence creates uncertainty about who or what we are communicating with, it could threaten our understanding of a shared social world, says Professor Brita Ytre-Arne.
She will lead the research project Citizen Perceptions of AI in Everyday Media Life (IMAGINE), together with leading researchers in the media field in Norway: Erik Knudsen and Hallvard Moe from UiB, and Marika Lüders and Tania Bücher from the Department of Media and Communication at UiO. The latter also heads HumAIn, a humanities hub for the study of AI concepts. The new IMAGINE project aims to investigate how Norwegian citizens perceive artificial intelligence in the media they encounter on a daily basis.
- The media is an ideal case for studying the societal implications of artificial intelligence. As a democratic institution, the media is central to cultural and social life, and people encounter AI through news, social media, entertainment and communication platforms in everyday life, explains Ytre-Arne.
The aim of the project is to uncover the "folk theories" surrounding AI - how individuals imagine these technologies based on their own experiences. The researchers will do this by using both survey data from the Norwegian Citizen Panel and qualitative case studies.
- This will enable us to assess the social implications of artificial intelligence on three levels. Firstly, how does AI affect trust and authenticity, and thus freedom of expression. Second, what impact does AI have on the legitimacy of democratic institutions such as the media. Finally, how does AI affect everyday life, social relationships and the sense of belonging? says Ytre-Arne, and thanks the Norwegian Research Council for their support.
In addition to the funding from the Research Council of Norway, UiB has, through the Humanities Strategy, allocated almost 500,000 to IMAGINE's pilot project KIME - Artificial Intelligence and Authentic Media Content. KIME will conduct focus interviews with young media users about how they interpret the authenticity of content they watch, e.g. X, TikTok and Instagram.
- This project supports our ambition to create a holistic understanding of artificial intelligence, both the technical aspect and the societal implications, says head of department Marija Slavkovik about the award.
