The line between human and machine authorship is blurring, particularly as it’s become increasingly difficult to tell whether something was written by a person or AI.

Now, in what may seem like a tipping point, the digital marketing firm Graphite recently published a study showing that more than 50% of articles on the web are being generated by artificial intelligence.

As a scholar who explores how AI is built, how people are using it in their everyday lives, and how it’s affecting culture, I’ve thought a lot about what this technology can do and where it falls short.

If you’re more likely to read something written by AI than by a human on the internet, is it only a matter of time before human writing becomes obsolete? Or is this simply another technological development that humans will adapt to?

Thinking about these questions reminded me of Umberto Eco’s essay “Apocalyptic and Integrated,” which was originally written in the early 1960s. Parts of it were later included in an anthology titled “Apocalypse Postponed,” which I first read as a college student in Italy.

In it, Eco draws a contrast between two attitudes toward mass media. There are the “apocalyptics” who fear cultural degradation and moral collapse. Then there are the “integrated” who champion new media technologies as a democratizing force for culture.

Back then, Eco was writing about the proliferation of TV and radio. Today, you’ll often see similar reactions to AI.

Yet Eco argued that both positions were too extreme. It isn’t helpful, he wrote, to see new media as either a dire threat or a miracle. Instead, he urged readers to look at how people and communities use these new tools, what risks and opportunities they create, and how they shape – and sometimes reinforce – power structures.

While I was teaching a course on deepfakes during........

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