By Brian Merchant

We are at a unique juncture in the AI timeline; one in which it’s still remarkably nebulous as to what generative AI systems actually can and cannot do, or what their actual market propositions really are — and yet it’s one in which they nonetheless enjoy broad cultural and economic interest.

It’s also notably a point where, if you happen to be, say, an executive or a middle manager who’s invested in AI but it’s not making you any money, you don’t want to be caught admitting doubt or asking, now, in 2024, ‘well what is AI actually, and what is it good for, really?’ This combination of widespread uncertainty and dominance of the zeitgeist, for the time being, continues to serve the AI companies, who lean even more heavily on mythologizing — much more so than, say, Microsoft selling Office software suites or Apple hocking the latest iPhone — to push their products. In other words, even now, this far into its reign over the tech sector, “AI” — a highly contested term already — is, largely, what its masters tell us it is, as well as how much we choose to believe them.

And that, it turns out, is an uncanny echo of the original smoke and mirrors phenomenon from which that politics journo cribbed the term. The phrase describes the then-high tech magic lanterns in the 17th and 18th centuries and the illusionists and charlatans who exploited them to convince an excitable and paying public that they could command great powers — including the ability illuminate demons and monsters or raise the spirits of the dead — while tapping into widespread anxieties about too-fast progress in turbulent times. I didn’t set out to write a whole thing about the origin of the smoke and mirrors and its relevance to Our Modern Moment, but, well, sometimes the right rabbit hole finds you at the right time.