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. 

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Article
Attention
Character
Culture
Film & TV
4 min read

Traitors holds a mirror up to this obsession of ours

The attitude that is eroding empathy.
The cast and presenter of a competition TV programme assembled in a montage.
BBC.

“So you’re basically calling me Harold Shipman or something?” 

2025 may have barely begun but BBC One’s The Traitors has already offered a strong contender for TV moment of the year. 

If you’re not familiar with the show – and if you aren’t, where have you been? – a group of strangers head off to a castle in Scotland to earn money through a series of challenges while show host Claudia Winkleman smoulders at the camera. Meanwhile, some competitors are designated ‘Traitors’ and can steal the money at the end of the competition, while the rest – the ‘Faithfuls’ – must unmask the ‘Traitors’, banishing one person each day. In return, the Traitors can ‘murder’ one Faithful a night. 

It's stupid and ridiculous and melodramatic. I love it.  

Something that has struck me this series is the inability of contestants to imagine that people might behave differently to them. Early on, Dr. Kas “Definitely-Not-Harold-Shipman” Ahmed raises a toast to a ‘murdered’ Faithful. “That’s sketchy,” everyone immediately thinks. “I wouldn’t have done that, and I’m a Faithful, so Kas MUST BE A TRAITOR!”  

The group votes to banish him shortly afterwards.  

The certainty with which contestants decide someone is a Traitor based on the most minute and innocuous details is incredible. Oooh, Glenda just coughed at an inopportune moment. Obviously a Traitor. Look at Keith taking the stairs two at a time. It’s like he wants to be caught! 

The ‘Faithfuls’ seem completely unable to imagine people might be different from them. That they might think differently, or act differently. There is, in other words, a complete lack of empathy.  

As the always-absolutely-right-about-everything Brené Brown tells us, sympathy is recognising someone else’s perspective. But empathy is feeling with someone; it is sharing that perspective. And it’s empathy that’s needed for human connection. And it’s empathy that is missing on The Traitors. 

All of this ultimately reminds me of the work of Canadian philosopher Charles Taylor. Taylor is arguably the most influential living philosopher. Much of his work – especially in books like Sources of the Self, and A Secular Age – is concerned with explaining modern western societies, their characteristics, and where those characteristics emerge from.  

Taylor claims that these societies have stopped privileging ‘exteriority’ and have started privileging ‘interiority’ instead. 

What on earth does that mean? 

In 1637, René Descartes says “I think, therefore I am,” and western philosophy never recovers. Descartes is looking for a foundation, a starting point from which he can make sense of himself and the world around him. But this is not easy. What’s to say he’s not hallucinating, or being deceived by a demon, so that the world around him isn’t as it seems? 

What’s the one thing he can be sure of? That he thinks!  

The fact he’s even thinking and doubting his senses tells Descartes that he is someone or something who exists and thinks. That sounds obvious, but it gives Descartes the foundation from which he can make sense of reality.  

As a result of Descartes’ philosophy, we imagine that our very ‘selves’ are located entirely ‘within us’ somehow, with the rest of reality found ‘outside’ ourselves. This is a ‘gap’ of sorts, between us and the world, while the interior self becomes the place where the meaning of our existence is discovered and understood. 

Modern life, Taylor says, therefore instils in us a sense of detachment from everyone and everything else. I have my interior world, you have yours. I can never truly know you, and you can never truly know me.  

I could be the next Harold Shipman for all you know.  

But it wasn’t always like this, Taylor argues. Modernity’s preoccupation with the inner self was preceded by a more outside-centred view of the world.  

In this outside-centred worldview, I and the people around me aren’t simply unknowable black holes of interiority. Instead, we are both parts of a broader created realm. And, by virtue of us both being creatures located within something bigger than either of ourselves, this outside-centred view of the world becomes a point of commonality from which we can get to know each other. 

Shared humility leads to connection, in other words.  

All of this, I think, goes some way to explaining why I’m watching a seemingly lovely doctor having a quasi-breakdown over being misconstrued as a serial killer. The Traitors shows how obsessed we have become with our own interiority. We are inward-looking creatures now. As such, we are often slow to recognise the ways in which our shared place within creation only unites us. 

While a little introspection and self-reflection is vital for healthy human flourishing, out-and-out navel-gazing only hinders our ability to connect with those around us. With a little help from Charles Taylor, The Traitors reminds me to get out of my own head and to see beyond myself. To look at the world around me, and to see the people with whom I share it.  

To see them with empathy, not as unknowable voids of interiority, but as fellow creatures walking a shared journey. 

​​​​​​​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