YouTube Content Creators and AI Imaginaries: Shaping Public Perceptions of Artificial Intelligence

Abstract

Artificial intelligence (AI) is a concept with fluid and evolving definitions, varying not only across technical and scientific disciplines but also within public discourse, where social media platforms play an increasingly influential role in shaping these interpretations. This study explores how Spanish-language YouTube content creators define and explain AI, thereby contributing to the construction of public imaginaries surrounding this technology. Using a mixed-methods approach, this study employs computational tools to extract a dataset of Spanish-language YouTube videos addressing the question “What is Artificial Intelligence?” (n=514). A thematic analysis of videos with over 10,000 views (n=31) identifies the dominant narratives, metaphors, and discursive strategies used to define AI and frame its implications. Findings reveal that YouTube content creators frequently anthropomorphize AI, depicting it as possessing human-like intelligence, reasoning, and decision-making abilities. While this framing enhances accessibility, it often leads to oversimplifications and conceptual distortions. Additionally, technical explanations of AI’s underlying mechanisms are notably scarce. This study identifies two dominant thematic clusters: (1) AI as a revolutionary force that augments human capabilities and drives economic productivity, and (2) concerns regarding AI-induced job displacement, privacy risks, misinformation, and dystopian scenarios. Alarmist narratives—portraying AI as surpassing human intelligence or gaining autonomous control over critical systems—are particularly prevalent, reflecting broader socio-technical imaginaries about its trajectory. These findings underscore the significant role of social media platforms in shaping public perceptions of AI, revealing that prevailing narratives among YouTube content creators are not primarily informed by scientific knowledge but rather by the recirculation of pre-existing ideas and platform-specific media logics.