Embedding artificial intelligence in society: looking beyond the EU AI master plan using the culture cycle

Abstract The European Union (EU) Commission’s whitepaper on Artificial Intelligence (AI) proposes shaping the emerging AI market so that it better reflects common values. It is a master plan builds upon EU High-Level Expert Group guidelines. This article reviews masterplan, from culture cycle perspective, to reflect its potential clashes with current societal, technical, and methodological constraints. We identify two main obstacles in implementation of this plan: (i) lack coherent vision drive future decision-making processes at state local levels (ii) methods support sustainable diffusion our society. stems not considering societal differences across member states. suggest these may lead fractured an crisis which different members will adopt nation-centric strategies exploit AI, thus preventing development frictionless as envisaged by EU. Moreover, Commission aims changing proposing human-centred safety-first perspective supported advancements, taking risks unforeseen social impacts AI. discuss gaps should be filled avoid developing systems expense Our analysis results recommendation regulators policymakers consider how complement EC programme rules compensatory mechanisms fragmentation due global ambitions. go beyond approach establishing research agenda seeking answers technical open questions regarding assessment human-AI co-action aiming for