Metaphors shape how we think about AI (‘intelligence’ is itself one). Applying Mason’s (2018) categories to a Pearson post, Kerr finds ‘tool’, ‘integration’ and benevolent-agent verbs (‘offers’, ‘enhances’) that reinforce the brand. Alternatives: cultural technology, stochastic parrot, autocomplete on steroids.
Sources
Lakoff & Johnson (1980); Mason (2018); Mitchell (2024) Science; Weller (2022) Metaphors of Ed Tech; Thornbury (1991) “Metaphors we work by”, ELT Journal 45/3; Cogo, Patsko & Szoke (2024) ELT Journal 78/4.
Use
- Analyse AI ads and conference abstracts with colleagues using these frames.
- For my products: “tutor”/“coach”/“companion” set expectations; choose framing that keeps learner agency and shows limits. Audit UI copy for “enhances/empowers”.
Connections
AI for Good - read vendor-sponsored AI claims critically · Human teachers vs AI teachers - care, belief and the digital divide