The 'Matrix' Effect – Why Does Pop Culture Create Fear of Artificial Intelligence, and Are These Fears Justified?

In pop culture—particularly in films—the idea that technology could take over and begin to control humanity is a common theme. These narratives often serve as warnings about the unchecked development of technology or society’s growing dependency on it. At the same time, they can contribute to public fears around technologies like artificial intelligence (AI), even though AI can and should be used responsibly and safely. It’s also crucial not to overlook the importance of human intelligence, as people remain the central link in this chain. According to international studies (KPMG 2025 Study on Trust, Attitudes, and the Use of Artificial Intelligence), only one in five Latvians understands how AI works—a figure that falls below the European average and highlights the need for better education in this area.

Already in the previous century, the film industry was drawing attention to the rise of technology and AI with films like The Matrix, which depicted a simulation created by AI to keep people unaware while their bodies were used as an energy source, and Terminator, where AI becomes self-aware and wages war on humanity through robots. In these stories, technology often symbolizes human-made systems that spiral out of control—AI, robots, or computer networks. This influence from pop culture, combined with lack of knowledge or personal experience, still fosters fear of AI and technology among parts of the public.

3 out of 5 People Are Uncertain or Distrustful of AI

Fear of the unknown is a natural human reaction, so cautious attitudes toward AI are understandable, especially given how quickly it's spreading across sectors, particularly in developed countries. According to KPMG’s 2025 report “Trust, Attitudes and Use of Artificial Intelligence”, over half (54%) of people are generally cautious and reluctant to trust AI. In developed countries such as the U.S., Germany, France, Canada, and Japan, 3 out of 5 people are uncertain or even rejecting the idea of trusting AI systems.

Latvia was among the 47 countries included in this study. The results show that 72% of people in Latvia use AI regularly or semi-regularly—a relatively high figure among developed nations. At the same time, nearly 20% of Latvians say they don’t know how to use AI tools effectively or don’t trust their own abilities. Like in other developed countries, there is skepticism and caution here regarding the safety and ethics of AI.

170 Million New Jobs

Concerns about AI often relate to safety, societal impact, and ethics. There are also fears around disinformation, privacy, job loss, reduced critical thinking, and a decline in real-world human interaction. While movies paint dramatic scenarios, in real life, some of the most common fears relate to AI's impact on the labor market and the disappearance of certain professions.

However, the reality is more nuanced. The World Economic Forum’s Future of Jobs Report 2025 confirms that while lower-skilled jobs are indeed at risk and more than 50% of tasks done by, for example, market analysts or sales representatives could be automated in the next decade, there is also significant opportunity for new job creation. It is predicted that 170 million new jobs will be created (primarily in emerging sectors and through the transformation of existing professions), 940 million jobs will continue to exist despite changes, and 92 million jobs will be lost due to technological advances, including AI and automation.

Don’t Fear AI—Learn to Use It

The conclusion is fairly simple: rather than being afraid, we can learn and use AI to our advantage. We already see that some societal groups—like young people—are much quicker and more effective at adopting AI. A recent survey by research company “Kantar” reveals that the largest share of AI users in Latvia is among young people: 81%, or 150,000 individuals aged 16–24, have used AI tools on a computer or smartphone. Of course, it’s essential to do so responsibly and meaningfully, with real added value.

Free, Simple Learning Opportunities

Thinking about learning AI might feel daunting at first, but there are accessible and free educational resources available even in Latvia. For example, the free online course “Elements of AI”, developed by Riga Technical University in collaboration with the Finnish government and the European Commission, helps people understand what AI is, how to apply it in real life, and how to solve problems using AI. Another option is the NGO “Riga TechGirls”, which offers the free course “Google AI Essentials”. It covers the fundamentals of AI, data analysis, text and image generation, as well as ethics and critical thinking. There are many options available—it just takes the first step. Only by learning can we reduce fear and foster the safe and responsible use of AI.

Of course, AI is not a magic solution to every problem, nor is it something we should fear—it is a tool that we can learn to use with understanding and responsibility. To reduce fear and build a critical, balanced view, the most important thing is to keep learning, exploring, and continuously developing our skills. The more we know, the less we fear—and the better we can use AI for our own and society’s benefit.