On the occasion of the tenth anniversary of the publication of the article “Theory of new media and the transformation of a medium into a subject?” by Jan Kořenský, one of the most influential Czech linguists, it is important to evaluate his influence and visionary ideas that remain relevant even today. In his 2014 article, Kořenský predicted fundamental changes caused by technological progress, where new communication technologies change their role from mere means to acting entities with profound impacts on society. When he made these predictions, ocial networks such as Facebook and Instagram were examples of technologies affecting interpersonal relationships and the identity of users. Today, a decade later, the debate is shifting to artificial intelligence, raising questions about the future of work and the role of humanity. This article not only reflects Kořensky’s analysis of technological change, but also explores the current concerns and potential impacts of AI on society, science, and ethics. Kořenský’s theories remain an inspiration not only for linguists, but also for the general public dealing with the influence of technology on our reality.