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Many other areas of study are interwoven with AI, and new research and development topics that require interdisciplinary approach frequently attract attention. In addition, several AI subfields and topics are home to long-time controversies that give rise to seemingly never-ending debates that further obfuscate the entire area of AI and make its boundaries even more indistinct. To tackle such problems in a systematic way, this paper introduces the concept of identity of AI (viewed as an area of study) and discusses its dynamics, controversies, contradictions, and opposing opinions and approaches, coming from different sources and stakeholders. 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