Artificial Life

• Published in: Journal of macromarketing 2020-06, Vol.40 (2), p.221-236
• Main Authors: Belk, Russell, Humayun, Mariam, Gopaldas, Ahir
• Format: Article
• Language: English
• ISSN: 0276-1467; 1552-6534
• DOI: 10.1177/0276146719897361

In this article, we explore how the history and myths about Artificial Life (AL) inform the pursuit and reception of contemporary AL technologies. First, we show that long before the contemporary fields of robotics and genomics, ancient civilizations attempted to create AL in the magical and religious pursuits of automata and alchemy. Next, we explore four persistent cultural myths surrounding AL—namely, those of Pygmalion, Golem, Frankenstein, and Metropolis. These myths offer several insights into why humanity is both fascinated with and fearful of AL. Thereafter, we distinguish contemporary approaches to AL, including biochemical or “wet” approaches (e.g., artificial organs), electromechanical or “hard” approaches (e.g., robot companions), and software-based or “soft” approaches (e.g., digital voice assistants). We also outline an emerging approach to AL that combines all three of the preceding approaches in pursuit of “transhumanism.” We then map out how the four historical myths surrounding AL shape modern society’s reception of the four contemporary AL pursuits. Doing so reveals the enduring human fears that must be addressed through careful development of ethical guidelines for public policy that ensure human safety, dignity, and morality. We end with two sets of questions for future research: one supportive of AL and one more skeptical and cautious.