Describing them as “superintelligence” or “rogue models” ascribes agency to products rather than to the companies building them. This framing markets these companies’ products as “superhuman” and, at the same time, helps the companies evade accountability for their actions. 

Instead of OpenAI being prosecuted for creating malware that hacked another company, press releases, news outlets, media personalities, and lawmakers refer to “rogue models” as if they acted on their own. Instead of researchers being questioned about their companies’ habit of plagiarizing academics’ work or using customer data to train models without consent, the public’s imagination is redirected to fears about what the future might hold upon the arrival of fictional superintelligent machines.  

The AI industry has even suggested that popular, bipartisan anti-data-center activism is a “distraction” from attempts to regulate the impending, scary, “superhuman” machines these companies are building. According to the AI industry, we should be more worried about a fictional machine god than about the climate catastrophe that these data centers exacerbate, the asthma suffered by those living near them, the rising electricity bills of the public subsidizing them, or the water that is redirected to cooling them. 

We know better than to make decisions based on marketing and better than to capitulate to corporate pressure to make those decisions quickly. Wise decision-making, by policymakers and communities, demands time to hear from independent experts and contextualize corporate claims. The best possible outcome from this summer of hype is that policymakers and the public at large learn to take a breath, hold onto our skepticism, and recognize this kind of hype for what it is the next time it comes around.

Timnit Gebru is executive director of DAIR and author of the forthcoming book Deep Unlearning: The Radicalization of a Tech Idealist, which is available for preorders now and set to publish on February 16. Emily M. Bender is professor of linguistics at the University of Washington and coauthor of The AI Con.