Start making sense. Sociosemiotic contributions to the understanding of Generative Artificial Intelligences

Abstract

The article delves into the symbiotic relationship between sociosemiotics and AI research, specifically focusing on Generative Artificial Intelligences (GenAI). As GenAI gain traction in verbal and iconic creation, in the context of various cultural and communication theories, sociosemiotics emerges as a key framework for understanding these processes. The article addresses questions such as: How have the relationships between AI research and sociosemiotics evolved? How can sociosemiotics contribute to the understanding of GenAI? If Umberto Eco (1986) distinguished between general semiotics and specific (or applied) semiotics, what would be the main characteristics of a semiotics of Generative AI? In this context, the article’s objectives encompass three dimensions: 1) Tracing the intertwined evolution of sociosemiotics and AI research over 75 years, spotlighting the textual and sociosemiotics contributions; 2) Proposing a series of possible sociosemiotic interventions in the realm of GenAI; and 3) Reflecting on the emergence of an applied semiotics of GenAI. Ultimately, the article encapsulates the intricate interplay between sociosemiotics and GenAI, paving the way for novel insights into AI’s semiotic foundations and its multifaceted implications in contemporary digital creation.