Artificial intelligence and the new spirit of capitalism

Abstract

This article discusses the potential transformations in the world of work brought about by the development of artificial intelligence (AI) and how these changes fit into the “new spirit of capitalism”, a concept proposed by Boltanski and Chiapello (2009). AI is presented as a technology that automates tasks and increases productivity, but also intensifies control over workers, deepening precariousness and inequality. In this context, the “new spirit of capitalism” values flexibility, self-management, and managerial domination to address the libertarian nature of the aesthetic critique that emerged in response to industrial capitalism – which relied on large, hierarchical corporations – by promoting lean companies and networked connections, reinforced by the adoption of AI. On the other hand, there are significant criticisms: the possibility of mass job losses due to automation, the increase in constant surveillance that can lead to workplace bullying, the lack of transparency and limitations on challenging automated decisions, as well as the dehumanization of labor relations. Thus, in light of these significant criticisms of the new technology, the question arises: how does corporate discourse draw upon the “new spirit of capitalism,” identified by Boltanski and Chiapello (2009), to justify the spread of artificial intelligence? The answer presented in this paper was developed through a literature review. Finally, the article concludes that, within the current logic of capitalism, the use of AI tends to exacerbate precariousness and control, depending on regulations governing its use.