Advanced technologies such as drones, intelligent algorithms and androids have grave implications for human existence. With the purpose of exploring their basis for doing so, the paper proposes a framework for investigating the complex relationship between such devices and human practices and language-mediated cognition. Specifically, it centers on the importance of the typically neglected intermediate layer of culture which not only drives both technophobia and philia but also, more fundamentally, connects pre-reflective experience and socio-material practices by placing advanced technologies in (...) the loop. Theoretically, the paper draws on contributions from performativist Science and Technology Studies and Radically Embodied Cognitive Science and pushes new grounds by stressing their compatibility. Yet, it also emphasizes the importance of the enlanguaged side of cognition which is a requirement for human-style socio-material practices and, hence, the emergence of cultures that fetishizes certain technologies. (shrink)

The complex relationships between humans and AI-empowered machines have created and inspired new products and services as well as controversial debates, fiction and entertainment, and last but not least, a striving and vital field of research. The convergence between the two categories of entities has created stimulating concepts and theories in the past, such as the uncanny valley, machinization of humans through datafication, or humanization of machines, known as anthropomorphization. In this article, we identify a new gap in the relational (...) interaction between humans and AI triggered by commercial interests, making use of AI through advertisement, marketing, and corporate communications. Our scope is to broaden the field of AI and society by adding the business-society-nexus. Thus, we build on existing research streams of machinewashing and the analogous phenomenon of greenwashing to theorize about the humanwashing of AI-enabled machines as a specific anthropomorphization notion. In this way, the article offers a contribution to the anthropomorphization literature conceptualizing humanwashing as a deceptive use of AI-enabled machines aimed at intentionally or unintentionally misleading organizational stakeholders and the broader public about the true capabilities that AIEMs possess. (shrink)