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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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5 min read

I disobeyed Disney’s command to 'celebrate happy’

You don’t have to live your best life

Natalie produces and narrates The Seen & Unseen Aloud podcast. She's an Anglican minister and a trained actor.

A family pose for a picture at Disneyland
Disneyland.

I’ve just got back from a wonderful family holiday in California. And, of course, we couldn’t take our teenage daughters to California and not go to Disneyland.  

This year marks the seventieth anniversary of Disneyland, the Californian theme park conceived and built by Walt Disney, which opened in 1955. We forget now that this was a revolutionary concept in its time and wonderfully founded on the wholesome notion of creating a place where families could immerse themselves in an imaginative world; where parents and children could play and have fun together. In our screen-obsessed, individualist, loneliness-epidemic age, that continues to be a very good idea. 

We spent two days at Disneyland which proved enough time for me to have a chat and selfie with Iron Man; become a Space Ranger firing lasers alongside Buzz Lightyear; go on a turbulent adventure through a dangerous lost temple with Indiana Jones; and even join the Rise of the Resistance to be chased by some mean-looking Storm Troopers. Good times. 

However, a point of friction for me, ironically, was the theme for Disneyland's 70th anniversary celebration: "Celebrate Happy".   

I think Disneyland is great. A place designed for families and friends to have fun together absolutely gets my jaunty thumbs up. But I got increasingly annoyed by being told I should be happy all the time. Apart from anything else, the motto was clearly coined by someone who has never experienced the greatest irony of all: Disney Leg.  

Disney Leg (grown-up name Cutaneous Vasculitis, also experienced when playing golf) is a form of small blood vessel inflammation resulting swelling, a purplish rash, burning sensation and itching caused by walking or standing for hours at a time in high temperatures. It occurs most commonly in women in their late 40s or early 50s. I was one such woman. And I can tell you for nothing that Disney Leg is no celebrator of happy.  

Disney leg may have made me more Eeyore than Tigger, but my Disney experience was also framed by reading Kate Bowler’s wonderful book, Everything Happens for a Reason: And Other Lies I've Loved. I love Kate Bowler. I want her to be my best friend, forever. I want to be her when I grow up.  

I first met her when I listened in to the Seen & Unseen Live that featured her in conversation with Graham Tomlin. She introduces herself saying, “I’m Kate. I’m a Duke professor, podcaster and author with a single mission: giving you a little more permission to admit that you’re not always ‘living your best life’. After years of being told I was incurable, I was declared cancer-free. But there’s no going back. I am forever changed by what I discovered: life is so beautiful and life is so hard.”  

For everyone.” Kate is leading her own Rise of Resistance as she resists the tyranny of the wide and pervasive culture of extreme positivity that could also be summed up as “celebrate happy”.  

If my life is a failure because I’m not happy all the time, then how do I find the courage and hope that I need when faced with suffering or challenge? 

If Kate had been there, she wouldn’t have insisted that I celebrate happy, she would have found some shade and a bucket of iced water for me to immerse my Disney ankles in. She would have listened to me describe my discomfort with compassion and empathy such that I would then also feel able to tell her about how much I was enjoying myself. 

You see, I believe that the way towards “happy” isn’t through denial of suffering. It can’t be. We all know that life can be unbearably hard as well as achingly funny. To deny one is to negate the reality of the other. And to make “happy” our life goal is to exclude so much else that is beautiful in its complexity. If my life is a failure because I’m not happy all the time, then how do I find the courage and hope that I need when faced with suffering or challenge? And suffering and challenge are an everyday part of life that we simply cannot choose to ignore. The unpaid bills, the cancer diagnosis, the broken relationship - these things don’t go away or hurt less when I insist that I’m living my best life. 

Some of the best times of my life have occurred at exactly the moment when life has been hardest. Because that’s when I’ve had to acknowledge that I’m not in control of everything; that there is something, Someone, bigger and more powerful and more glorious than anything this world can offer me. If I insist on making happiness my god, I might easily miss out on the God who loved me so much he was prepared to suffer and die for me. My best life is found not in “happiness” but in the truth of God’s sacrificial love for me. 

I don’t mean to denigrate Disney at all. I think the Disney DNA of fun and a warm welcome give the rest of us much to learn from. Did you know that the people who walk around Disneyland dressed up as the famous Disney characters are highly trained, including the golden rule: when a child hugs you, you don’t let go until they do. Isn’t that beautiful? (I wonder how that would play out if I insisted on that in my church?)  But I do want to take the focus off the demand to “celebrate happy” and be free to celebrate the wider experience of life as well. 

What I took from my Disney/Kate Bowler sandwich is that the best of life comes from embracing the highs and lows; being honest about and unafraid of mixed feelings.  

Life is, as Ronan Keating once said, a rollercoster, just got to ride it. But also, I would add, life is getting fed up in the queue to get on the ride. Life is also feeling too hot or tired and needing to sit down. Life is also looking at your photos afterwards and realising that Tinkerbell has photobombed you. And I believe that all of that is to be celebrated, along with the happy. 

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