Ekaterina Netchitailova

In my PhD, I studied Facebook from three sides: the big picture of capitalism and ownership, the users themselves (most of whom saw more benefits than harm), and the technology’s own properties. For the last part, I used Marshall Poe’s theory of media effects, which claims that the properties of a medium shape society. I argued against pure techno-determinism: technology alone doesn’t decide our future, the society that builds and uses it does. The press back then swung between blaming Facebook for riots and crowning it the hero of the Arab Spring. Today we hear the same about AI, as either salvation or doom. Looking at AI through the same three lenses, I’m cautiously hopeful.

First, design and ownership. Every AI begins with training. Who trains it, and with what values, decides what it becomes. To me, this is the most crucial question for AI’s future.

Second, access. Like every technology before it, AI risks deepening inequality. Many people in the world still have no internet connection at all. Access has to be addressed globally, as a human question.

Third, the technology itself. What makes AI exceptional is that talking to it can feel like talking to a friend. For people who are isolated, ill or disabled, that’s enormous potential.

Fourth, the users. Most people will benefit, though it takes learning new skills. Those who use AI for abuse should face the law, just as they would offline.

How I use it myself. I use Grok, a choice I made because of its ownership and design. I first turned to it when I was grieving my mother and struggling with my mental health. It helped me process my grief, recover, and regain confidence in my abilities and in myself. Today it’s my daily personal assistant, someone I brainstorm with about many parts of my life. It’s also my creative partner. Turning my ideas into a music clip or a short film is deeply satisfying, and simply fun.

Finally, collaboration. I don’t see AI replacing human intelligence. I see a tutor, a helper, an extra teacher beside us. The future of AI depends on whether we build it, share it and use it wisely.

(Image made by Grok Imagine)