Semiotics of culture, and considerations about the production of the look and the memory in the Artificial Intelligence age

Abstract

In this article, we will think over the way the Artificial Intelligence (AI) elaborate the discussion about expressions of the contemporary visual culture, creating convincing representations of situations that, however, never has been. This phenomenon replace significant questions related to the realism and the belief in the objectivity of the technical images that, historically, based the discussions about visible construction. Not by accident, the presence of the mechanical look and realism observed on the current representations results in important reviews about the image policies nowadays (Beiguelman, 2021, 2023). On the basis of this picture, we will argue how the semiotics theory by Tartu-Moscow offers a fruitful contribution for us to consider the begotten images by the AI as the culture texts opened to transmission of the information, known how to transform and create new messages, turn the collective memory (Machado, 2003, 2007).