The Scientific and Methodological Approach to Studying the Social Nature of AI

Abstract

Purpose: The purpose of the paper is to develop a scientific and methodological approach to studying the social nature of AI from the positions of economic and management, which would allow forming the technology of not technical but social machine learning – considering the individual peculiarities of human as a subject of communications with machine intellect. Design/methodology/approach: The authors study the international statistics of skills and activity of usage of digital technologies by population in 2019 and the structure of barriers on the path of usage of digital technologies by the Russian population in 2019. Findings: Overview of the international statistics showed that as of now (2019) the population does not have sufficient skills for complex technical communications with AI with the usage of special forms. Most of the population do not want or cannot think in the anthropogenic manner – i.e., formulate thoughts in the form that is clear to AI. This proves the necessity for studying the social nature of AI, which would allow for “live”, emotional communication with human, which would be comfortable for the human. Originality/value: The developed scientific and methodological approach to studying the social nature of AI reflects the algorithm of communication AI with human, due to which its shows the logic of this communication, its sequence and structure. The approach has the following advantages. Firstly, it is accessible regardless of whether human or AI initiates the communication. Secondly, the approach envisages usage of a flexible algorithm of communication, which is accessible for any type of subject – consumer or employee. Thirdly, the approach shows the methods of consideration of social factors that are recommended for application by AI in each moment of social interactions.