Article
AI
Character
Culture
Digital
7 min read

Apple’s AI ads show how we can lose our moral skills

Apple Intelligence promises to safeguard us from the worst of ourselves.

Jenny is training to be a priest. She holds a PhD in law and writes at the intersection of law, politics and theology.

A worker at a desk sits back contemplating a situation
Dour Dale contemplates AI.
Apple.

“I got through the three stages of the interview process, and they said I had done well, but they aren’t hiring any computer science graduates anymore. AI is cheaper, and faster.”

John*, a bright 24-year-old coder and philosopher, has just completed an MSc in Computer Science from one of the top universities in the UK. And he can’t find a job. AI has outcompeted him. In a couple of years, he says, entry level into computer science as a field will require a PhD. What about in ten years, or twenty? Will the only people able to work in the field have to effectively be geniuses to keep up with a technology that’s metastasizing at the rate of knots? It felt painfully ironic to be discussing over coffee the death of an entire sector of meaningful jobs less than a week after the new Labour government announced its plans to “turbocharge” AI (Artificial Intelligence) as the saviour of the nation’s economy. What are we willing to sacrifice in the name of “national renewal”?  

As worrying as John’s story is, there is much more than jobs – and the skills, knowledge and social relations tied up in them – on the line when it comes to AI. The alleged saviour of the nation’s economy is after your soul as well, it turns out.  

This came home to me starkly over the Christmas holidays with the new advertisements for Apple Intelligence tools on MacBook Pro. In the first ad, “Lazy Lance” – a procrastinating business professional – sheepishly shifts in his seat. He has been asked to make a presentation on the new business prospectus, and he has been caught out, unprepared. But he is saved at the last moment. The click of the “Key Points” button using the new Apple Intelligence software on his MacBook Pro provides him with the critical breakdown summary needed to avoid becoming the pariah of the team. The sheepish shifting turns to smug smile: his substandard performance has evaded detection with the ready aid of Apple Intelligence.  

In the second ad, “Dour Dale” – a disgruntled office worker – writes a scathing email to the “monster” who has devoured his pudding from the communal fridge. Before clicking send on this missive, he raises his eyes from the raging words on his screen to see a pious teddy bear holding a love-heart which says “find your kindness.” This moral cue from a cuddly toy prompts Dave to select the “Friendly” button from the dropdown list on Apple Intelligence writing tools, which immediately converts his childish strop over pudding thievery into a mature response in which he kindly expresses his disappointment along with a polite request for the pudding to be returned. The only moral effort required of Dale is the click of a button; Apple Intelligence sorts out the bile and the blame and re-presents his pudding fury in a professionally palatable manner.  

These advertisements for AI tools are designed to provoke an empathetic laugh. Who indeed can honestly say they have never arrived unprepared to a meeting, or at least mentally penned a vindictive response to the tiniest office slight?  

AI is poised to strike at the root of our individual virtue, by inserting itself as an emotional regulator. 

However, underneath the easy laughs, I felt a profound sense of dis-ease when watching them. They indicate just how far AI has already begun to penetrate our moral economy. By inserting a technological tool to disguise or translate social interactions into new terms, our moral relations with each other are deceptively smoothed to avoid the social and personal costs of shame (e.g. Lance using “Key Points” rather than owning up to his poor work ethic) and anger (e.g. Dale using “Friendly” mode to transform his email from raging diatribe into courteous appeal). As appealing as it sounds to have automatic tech weapons to tranquilise social and emotional bugbears, they also remove daily opportunities to learn how to live and work together.  

For example, as excruciating as it is to be the person who came to the meeting woefully under-prepared, embarrassment can be a very useful corrective in learning the art of time management as well as the virtue of pulling our weight. We probably all know from school what it feels like to work on a group project, when only half the group cares about the outcome. If we do not learn moral skills of responsibility and accountability in our formative years, the workplace becomes a vital school for virtue in adulthood where we learn what it means to be trusted and how to be worthy of it. As in the case of Lance, AI now offers us everyday tools which help us to avoid embarrassment and effectively hide our lack of effort, taking the edge off of the very exposure that would help us to grow in both skill and trustworthiness. This is not propaganda for the Protestant work ethic but rather a top survival tip for the human soul in hyper-capitalist economy. Maintaining the moral significance of our labour as a school of formation in self-respect and trustworthiness does not baptise the extractive and exploitative nature of many workplaces. Rather, it offers a means of resistance to the soul-destroying idea that we are all replaceable, that nothing really matters and that our efforts are simply grist for the eternal and insatiable mill of market supply and demand.

In the case of Dale, Apple Intelligence goes beyond protecting users from social shame: it promises to safeguard us from the worst of ourselves. Of the two Apple Intelligence advertisements, I find Dale’s to be even more pernicious because it evidences how AI is poised to strike at the root of our individual virtue, by inserting itself as an emotional regulator. Rather than doing the difficult work of redrafting the email himself, which would require Dale to critically examine his own reactions and put himself into the shoes of the recipient, Apple Intelligence offers to do it automatically. By short-circuiting Dale’s process of recognising the emotions underneath his rage, he misses a critical opportunity to learn for himself what his anger is all about, and even more than that, to practice the art of genuine self-mastery in conflict. The AI tool smooths out the conflict on the surface, while Dale is presumably left with all those rotten feelings built up and unprocessed, because he has not had to do the difficult work of converting his aggressive monologue into a respectful dialogue with another human being.

The insertion of these seemingly innocuous AI tools into the spheres of our everyday, workaday lives introduces new means and modes of (self) deception in our habits, where we are able to hide much more easily from honest moral evaluation of the quality of our work as well as our interpersonal relationships. It also risks new heights of moral “de-skilling” over time as we live in a social and economic world that has become so deeply mediated by technology, to the point where we may very well eventually trust Apple as the gold standard of professional behaviour rather than our own discernment. The soul – our very interiority – is the new frontier of economic expansion, in the name of securing Britain’s place in the ranks of global competitiveness.

To AI enthusiasts, all this may sound like Luddite naysaying. Many people find AI tools helpful in the process of research and preparation. Even some priests, I have recently discovered, use Chat GPT to aid sermon-writing. And what, as a priest friend asked me recently, is the problem with these time-saving tools, as long as we use them critically?

Apart from the obvious answer that AI can’t be trusted to get all the facts right, let alone the word of God, this question presumes that human beings’ critical faculties and moral compasses remain fundamentally unaffected by these new technologies. It may be true for older generations (whose formative years occurred well before the meteoric surge of digital technology in the early 2000s) that technology continues to function as an optional extra to make life that little bit easier. But for Gen Z and below, and even for some younger millennials, intuitive digital technologies have become so fused with the ways that we learn and process information that it is no longer – if it ever was – a neutral tool to improve our lives. We are only learning now about the extent to which social media has thoroughly penetrated the emotional worlds of teenagers, with severe consequences for their wellbeing. What will be the consequences for the generations to come, when AI becomes so integrated into the emotional and social fabric of our lives that we cannot quite tell where we start and it begins? The risk with “turbocharging” AI is not only a huge number of jobs, but the atrophy of our moral muscles as AI encroaches further into the heartlands of what it means to be human. While a few tech elites may always stay one step ahead of AI and keep it safely in the toolbox rather than the driver’s seat, most of us time-poor plebians are being taken for the ride of our lives.

 

 *Name changed for anonymity. 

Join with us - Behind the Seen

Seen & Unseen is free for everyone and is made possible through the generosity of our amazing community of supporters.

If you’re enjoying Seen & Unseen, would you consider making a gift towards our work?

Alongside other benefits (book discounts etc.), you’ll receive an extra fortnightly email from me sharing what I’m reading and my reflections on the ideas that are shaping our times.

Graham Tomlin

Editor-in-Chief

Column
Community
Culture
Football
Sport
4 min read

I’ll miss football’s disappearing cathedrals

Sharing the same physical space as those that go before is a spiritual act.
A CGI image of a son and dad holding hands on the concourse of a modern stadium.
The 'new' Old Trafford.
MUFC.

On the way back from a gig a few weeks ago, my dad asked me a question. “Are there any artists that you’d be so up for seeing that you’d pay anything for a ticket?” 

Paul McCartney? Julian Lage? Stevie Wonder? 

That’s about it really. Notwithstanding the fact that I’m running out of internal organs to sell to afford gig tickets nowadays, it struck me that a lot of the people I’d pay anything to see are now all dead. Some of them died long before I was born: Miles Davis, John Coltrane, Charles Mingus, Ella Fitzgerald, Jimi Hendrix, John Lennon (as part of The Beatles), John Bonham (as part of Led Zeppelin). And then there are the bands who split up before I was born, especially Waters-Gilmour-Wright-Mason era Pink Floyd and Gabriel-Hackett-Banks-Rutherford-Collins era of Genesis. 

But there are a few artists I wish I’d had the chance to see in the fleeting moments we were alive at the same time. David Bowie, Jeff Beck, Gary Moore, Wayne Shorter, Herbie Hancock, Neil Peart (of Rush), Jeff Buckley (although as a 4-year-old when he died, he probably would have been lost on me back them.)  

I was thinking about this question again while watching the Merseyside football derby in February. It was a proper Merseyside derby. By this, I meant that it ended up with fans on the pitch, fights, two players being sent off, and both Liverpool’s manager and assistant manager being sent off too. A proper Merseyside derby.  

It was also the last ever Merseyside derby to be held at Goodison Park. And that made me profoundly sad.  

I’ve driven past Goodison a fair bit. You catch site of it looming over Stanley Park as you walk up to Anfield. But I’ve never actually been to a match at Goodison. And now I never will. Goodison will soon join a growing list of football grounds that no longer exist: Highbury, Maine Road, White Hart Lane, The Dell, the Boleyn Ground. All gone.  

Along with Goodison, another stadium has been added to the scrap pile in recent days. You may have heard of it: Old Trafford.  

Yes, Manchester United – who last month announced 200 redundancies at the club, having previously made 250 members of staff redundant last year – have made the decision to spend £2bn on leaving the historic and iconic, if crumbling, Old Trafford stadium to move to a new 100,000-seat stadium. Turns out I only have a few more years to go to Old Trafford before it becomes another page in my book of regrets.  

Highbury. Maine Road. White Hart Lane. The Dell. The Boleyn Ground. Goodison. Old Trafford. These are football’s cathedrals, and they are disappearing.  

And all of this reminds me about the kind of debates that pop up whenever a church building – whether active or defunct – is used for a purpose that some Christians find disrespectful or blasphemous. Church buildings are often contested spaces; what goes on within them is policed in a way that simply isn’t the case for many other public spaces. Should they host heavy metal gigs? Should disused churches be converted into housing, as this slightly bizarre article seems to revel in.  

When I used to live in Nottingham, there was a bar in the centre of town located inside an old church. It’s a gorgeous old building and it has largely survived the conversion into a bar. It is, it must be said, a lovely place for a drink. But it’s difficult not to feel at least a tinge of sadness that, where that place once reverberated with the sound of praise and worship, it now echoes with the thrum of drinks orders and club music. It feels haunted with the presence of God. 

Look, things change, I know that. I’m not so nostalgic as to think that everything needs to stay as it was when I was a child. But it’s hard not to wonder about the histories that are being lost, and the stories that are being forgotten, when we demolish or repurpose our church buildings, or our football stadia.   

There is a reason why we preserve our history, and our cultural heritage. Sharing the same physical space as those that go before us is a supremely spiritual act. We visit castle ruins, old churches, and war-torn battlefields because they connect us to those that went before. We enter the stories of those people and realise that perhaps they aren’t so different from our own stories. 

Come May, the Gwladys Street End at Goodison will have sung its last song. In the near future, Old Trafford’s Stretford End will fall silent, too. Liverpool’s owners FSG have come in for a lot of criticism since taking over in 2010. But, along with appointing Jürgen Klopp, their decision to renovate rather than move away from Anfield will surely go down in history as an unqualified success. It is a place that reeks of history, of stories past. And those stories shape and underwrite the club’s stories in the present.  

Again: things change, I get that. But whether it’s the church’s buildings or football stadia, we lose these spaces – and the stories born within them – at great cost to ourselves.  

Celebrate our 2nd birthday!

Since March 2023, our readers have enjoyed over 1,000 articles. All for free. This is made possible through the generosity of our amazing community of supporters.

If you’re enjoying Seen & Unseen, would you consider making a gift towards our work?

Do so by joining Behind The Seen. Alongside other benefits, you’ll receive an extra fortnightly email from me sharing my reading and reflections on the ideas that are shaping our times.

Graham Tomlin

Editor-in-Chief