CHAPTER II - ARTIFICIAL INTELLIGENCE AND HUMAN COMMUNICATION: MY HOLO LOVE TV SERIES ANALYSIS
Feyza DALAYLI
Fatma YÜKSEL
Cite this chapter
APA
Dalaylı, F., Yüksel, F. (2024). Chapter II Artificial Intelligence and Human Communication: My Holo Love Tv Series Analysis. In P. Özgökbel Bilis, A. E. Bilis, and K. C. Baykal (Eds.), Rethinking Media in Light of Current Discussions and Trends (pp. 43–65). Ankara, Türkiye: Global Academy Publishing House. https://dx.doi.org/10.59740/academy.69
Introduction
Rapid advancements in digitalization and technology have always been the primary drivers of changes in human living standards. Recent years have seen the rise of technologies such as cloud computing, the Internet of Things (IoT), data science, artificial intelligence (AI), and blockchain (Soni, Sharma, Singh, & Kapoor, 2020). Among these advancements, the development of AI has become the core of all technologies and the evolution of Industry 4.0. Various studies in the literature demonstrate that AI technology offers new opportunities that can lead to significant transformations in the communication industry (Gunkel, 2012; Guzman & Lewis, 2020; Hohenstein et al., 2023; Luttrell, Wallace, & McCullough, 2020; Xu, Mu, & Liu, 2017).
The origins of AI date back to the mid-1950s when American computer scientist and AI pioneer John McCarthy used this term in a grant application for a conference. Since then, significant progress has been made through research and empirical data. Designing AI for human life underscores the importance of evaluating it in terms of human communication. Given that AI is inherently a product created by humans and based on computers, special efforts are made to enhance it for communication purposes. Strong AI-human communication is considered essential for various reasons, including efficiency, speed, personalized experience, linguistic diversity and translation, technological development and innovation, education and learning, social interaction, assistance systems, and tasks involving risk and security. At the core of these considerations is the effective and beneficial use of AI in human life. Throughout these development processes, adhering to ethical principles will impact both societal and individual quality of life.
Significant developments in AI and human communication have emerged in recent years. This area includes a variety of potential AI applications, ranging from analytics and targeting to content creation, chatbots aimed at content generation, assessment tools, strategy development, and crisis management (Zerfass, Hagelstein, & Tench, 2020: 382-384). It is crucial to understand AI tools within the scope of communication. AI, which is more appropriately evaluated as a term denoting efforts to recreate human intelligence within a machine, encompasses technologies that understand human intelligence and perform tasks related to it to a certain extent (Broussard, 2018; Frankish & Ramsey, 2014). Natural Language Processing (NLP) and Natural Language Generation (NLG) advancements support AI technologies in communicating and developing ideas with humans. At the most basic level, NLP and NLG aid AI tools in processing and understanding messages presented in human language rather than machine language (Guzman & Lewis, 2020). For example, voice-based assistants have emerged due to advances in NLP, while automatic writing programs are supported by NLG (Dörr, 2016). All these technological advancements indicate that AI is evolving towards human-human communication rather than machine-human interaction. Many futuristic comments and expectations suggest that as technology advances, AI will eventually become indistinguishable from humans.
In light of all this information, this study discusses AI and human communication. The 2020 South Korean AI-themed TV series "My Holo Love," consisting of ten episodes, will support this discussion. While analyzing the series, the current state and potential future state of AI and human communication will be evaluated.