In an opinion piece, Kaspar Viilup addresses the concept of artificial intelligence (AI) being recognized as Ura Sihet, which is a play on words derived from reversing 'Tehis Aru'—the Estonian term for artificial intelligence. Viilup argues that while labeling AI in such a metaphorical manner may appear clever, it actually highlights a significant societal issue: important discussions are being brushed aside while society distracts itself from pressing questions regarding AI's role and implications.

Viilup introduces the term Ura Sihet, explaining that although it was initially presented as a video designer in a theatrical production, it now pops up again during national celebrations without adequate explanation of its relevance. This, he suggests, is a symptom of a larger cultural trend where serious topics like artificial intelligence are scattered in the cultural landscape without the necessary context, leaving society unequipped to handle the evolving technological landscape.

The author asserts that the conversation around the use of artificial intelligence in culture should not merely be a surface-level discussion. Instead, it requires in-depth examination and context-setting to fully understand its impact on society, culture, and the potential consequences if left unaddressed. By promoting these discussions, society can better navigate the complexities introduced by AI and avoid replacing scrutiny with clever wordplay.