Peoples & Things Thomas Haigh on the History of “AI” as a Brand
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Dec 8, 2025 
Thomas Haigh, a historian of computing and Professor at the University of Wisconsin–Milwaukee, dives into the intriguing world of artificial intelligence branding. He reveals how 'AI' has become a catch-all term for diverse technologies. Haigh discusses the historical context of AI, tracing its evolution from early conceptualizations to its role in shaping computer science departments. He urges a careful regulatory approach, emphasizing the importance of specific terms over the vague 'AI.' The conversation also connects today's generative AI bubble with past cycles and promises.
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AI As A Shifting Brand
- Brands gather unrelated products and imply a coherent quality across them to create value.
- Thomas Haigh argues the 'AI' label functions like a brand that changes over time and imputes cognition and promise.
Repeated Grand Promises Over Decades
- The AI brand repeatedly promised human-level general intelligence across decades without delivery.
- Haigh stresses continuity: top figures made identical grand predictions in the 1960s and today.
Regulate Technologies, Not The Label
- Regulate specific technologies and applications rather than the amorphous 'AI' label.
- Haigh recommends focusing policy on actually deployed systems because 'AI' means different things at different times.
