Magic mirror on the wall, summarize this reading in three paragraphs or more.

What more could symbolize the almost miraculous ability of artificial intelligence (AI) to spawn information out of thin air than the magic sparkle emoji. That is, if “thin air” meant terabytes worth of information processing that often includes unreliable, derivative, and opaque sources. 

The sparkles emoji originated in the visual language of manga, where it was used to represent something sparkling or shiny. The first set of emojis, created by Shigetaka Kurita, was culturally tied to Japan. When the emoji entered the Western sphere via Google in 2008, its cultural context shifted, taking on meanings such as glitter, emphasis, and, more recently, enchantment.

Versions of the emoji have spread across internet platforms like Google, OpenAI, Messenger, and Zoom which offer access to machine learning services. It is imperative to underscore that the use of the sparkle emoji to represent AI is a corporate tactic that downplays the serious implications of AI under its glossy facade of magic and mysticism.

A Charm of Powerful Trouble

With the advent of the internet and the imposition of global popular culture, western views of magic and mysticism penetrated Philippine culture. Magic gradually replaced precolonial practices of animism. The praxis of folk “magic” in the Philippines anchors itself on communalism. Precolonial practices of animism, or the attribution of spirits to objects, places, and creatures, were used to implore nature spirits to protect the community. For instance, Ilonggos follow the mariit belief system, in which unseen spirit dwellers roam the land, protecting sources of food and water.

Traces of animism are still present in modern acts of praying to and summoning nature spirits and demigods during harvest periods and times of crises. However, the traces of animism seen today are remnants of what survived during the Spaniards' demonization of animism and its imposition of monotheism through Christianity. Spaniards used penance as a fear tactic to persecute the indigenous tribes for their “demonic” animistic rituals. 

While Spanish colonialism demonized animism and imposed colonial Christianity, American colonialism (later on imperialism) utilized consumerist culture to erase and replace cultural systems and traditions. American films, television shows, and comic books were forms of cultural imperialism that introduced American superheroes as the new demigods and protectors. Yet, remnants of animism in media would later resurface in the form of ‘fantaseryes,' such as Encantadia.

Years after the invention of the internet, Adobe released Photoshop and its Magic Wand tool, which used the sparkle icon to represent machine automation. Automation operates with minimal human intervention, creating the illusion that it is powered by an “invisible”, almost “magical” force. Since then, automation and machine learning have significantly advanced, and their association with magical imagery has doubled.

A Hell-Broth Boil and Bubble

Images, signs, and symbols are “hidden persuaders” that carry and transmit values and attitudes, according to Philippine art historian Alice Guillermo in her article “Reading the Image.” This is no different from the use of magic and sparkle symbols as both an aesthetic choice and a vehicle for capitalist ideologies. 

Audiences “read” images similar to reading books. Concepts associated with an image, once repeatedly used, adapt and transmit new meaning. For instance, “hocus pocus” in Philippine slang signifies deception and the mistreatment of another through an “invisible” or “magical” force. In politics, electoral fraud or vote rigging is “hocus pocus”. There is an acknowledgment of corruption but it is ultimately sidelined because corruption, in this case, is seen as invisible, untraceable, and beyond accountability.

That is why associating magic with AI reinforces the notion that generative media is otherworldly and thus beyond scrutiny. For instance, the sparkle emoji makes it seem that whenever AI is used to generate text and images, it is generated through an invisible force. AI often passes off its outputs as entirely credible and original. When in reality, AI generates text and images by stealing, infringing, and plagiarizing original works, often bastardizing an artist’s prose, style, and convention.

AI companies commodify knowledge by continuing to steal and devalue original works. There is a deliberate attempt to mislead consumers about AI’s “magical” capabilities to attract more buyers. The tech industry’s tactic of using magic stems from neoliberal ideologies that prioritize gaining the most capital in the least amount of time, regardless of the consequences. Both Canva’s Magic Studio and Google’s Magic Editor use similar signs and symbols that connote mysticism and magic.

Another common issue within AI is its casual use in the workforce, which is de-skilling professions that require human oversight. Because of the fairly new uptick in the use of AI, laws that limit and restrict its use are nowhere near as strong as they should be. The use of emojis and language reminiscent of magic obscures the growing challenges of using AI responsibly.

Double, Double Toil and Trouble

Establishing a standard symbol for AI is an important step in alerting consumers of its presence. Modern signs and symbols play a crucial role in facilitating informed decisions. For instance, big companies standardized the use of the Helvetica font–which had neutral and efficient letterforms–as a tactic to appear more human and less oppressive and authoritarian. 

If used responsibly, AI can be a wonderful tool for people and culture, but its current iteration continues to perpetuate exploitative practices. The problem in AI does not start and end with dissociating with magic. AI is expanding into various sectors, including the academe, labor, health, and more. As a result, it is essential for people to not only know what AI is but also understand the ethical and legal implications that accompany it. 

AI companies continue to propagate neoliberal ideologies that prioritize innovation and capital over human interests. The increasing use of sparkle and magic symbolism reflects capitalist strategies designed to attract consumers while downplaying the ethical implications of AI. The emoji has become the brighter and glossier face of corporate greed and theft.

People could take a page from Filipino animistic traditions that emphasize building a community grounded on peace-building rather than excess. Building toward a magical future where the responsible use of AI is a symbol not of the greed-driven arrogance of the few, but of the enduring spirit of the collective—one that creates and builds a world far better than the one it inherited.●