ARTIFICIAL INTELLIGENCE AND MAGICIN THE DIGITAL ECOSYSTEM : PROBLEM STATEMENT

Abstract

This article offers a cultural analysis aiming to explore the deep-seated connections between modern artificial intelligence (AI) technologies and the phenomenon of magic, tracing a continuous line from the tradition of «natural magic» and ancient automata to contemporary intelligent systems. Grounding his argument in the concept of «natural magic» proposed by Noel and Amanda Sharkey, the author posits that AI should be examined not merely as an engineering product but as a modern cultural artifact continuing an ancient tradition of creating illusions of intelligence and animacy – from ancient automata and temple statues to modern companion robots and virtual assistants.
The study argues that the semantic link between magic and technology is structural. The lexicon of magic («spell», «charm», «magical») is not a casual metaphor but a key tool for describing, perceiving, and constructing digital reality. This language shapes the collective imagination, influencing both public expectations of AI and the very directions of its technological development, creating a self-fulfilling prophecy.
The author highlights that the digital ecosystem (the Internet, social networks, platforms) has become a new ontological space for magic, facilitating not only the dissemination of traditional practices (e. g., online fortune-telling) but also the emergence of new forms of «digital magic». This is evident in the perception of algorithms as mysterious forces, the interpretation of instant communication as magical transcendence of space and time, and the «enchantment» of predictive systems. A critical psychological foundation for this «magic» is the innate human tendency toward anthropomorphism and zoomorphism, which is activated during interaction with robots and AI interfaces, fostering emotional bonds, trust, but also creating grounds for manipulation.
The article emphasizes the dual, ambivalent nature of both magic and AI, existing in two interconnected dimensions: the abstract-mythical (AI as a powerful, mysterious intelligence of the future) and the mundane-pragmatic (AI as a «magical» tool in search engines or navigators). This duality underscores that magical thinking is not a primitive relic but is organically woven into a technologically mediated everyday life.
In conclusion, the author calls for critical self-reflection within science and society to consciously distinguish between the technical reality of algorithms and the cultural-mythological illusion they create. This is crucial for forming an adequate ethical and regulatory framework. The article outlines prospects for further research, including analysis of the Ukrainian cultural and linguistic context, empirical studies of user perception, and a systematic examination of magical discourse in media and technology marketing. This work lays the foundation for recognizing «magic» as a serious analytical category for the digital age within Ukrainian academic discourse.