Artificial Intelligence: the brand that wouldn’t die
5:30PM, 7 Oct 2025
Thomas Haigh traces the rise of AI as an overhyped brand, from failed ideas to today’s powerful technologies and their unsettling impact.
The history of “artificial intelligence” is the history of an overhyped intellectual brand that has only very recently come to signify a set of deployable technologies with broad application and clear, if somewhat horrifying, purposes. Since its debut in 1955 the AI brand has been attached to a rotating cast of technologies with only loose connections to each other or to cognition, none of which has yet come close to delivering on the promise of creating computer systems with human-like intelligence. One AI insider characterized the story of AI as “the history of failed ideas.” Yet in the process of failing, early AI researchers made vital but incidental contributions to the development of computer technology and computer science.
In this seminar, Thomas Haigh explores where the AI brand came from, why it was so attractive to researchers and sponsors, and how artificial intelligence institutionalised as a subfield of computer science through research labs, curricula, textbooks and professional associations. Haigh also documents continuities and discontinuities between our own moment and earlier cycles of AI hype and disillusionment.
Event information
The event takes place on Tuesday 7 October at the London Institute for Mathematical Sciences, which is on the second floor of the Royal Institution. To book a place, register here.
















Speakers

Prof. Thomas Haigh is chair of the history department at the University of Wisconsin, Milwaukee. He is the lead author of *ENIAC in Action* and *A New History of Modern Computing* and edits the ACM Turing Award website. His next book, a history of AI, is forthcoming from MIT Press.