Intelligenze artificiali e bias umani. Campagne contro gli stereotipi nelle GenAI
Recently, an increasing number of brands has openly made use of generative artificial intelligence (GenAI) to develop both individual commercials and entire advertising campaigns. The reasoning seems clear: GenAIs offer an unparalleled creative horizon and allow brands to align themselves with new t...
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| Language: | English |
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Associazione Ocula
2025-03-01
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| Series: | Ocula |
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| Online Access: | https://www.ocula.it/files/OCULA-33-FISSARDI-Intelligenze-artificiali-e-bias-umani |
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| author | Carla Fissardi |
| author_facet | Carla Fissardi |
| author_sort | Carla Fissardi |
| collection | DOAJ |
| description | Recently, an increasing number of brands has openly made use of generative artificial intelligence (GenAI) to develop both individual commercials and entire advertising campaigns. The reasoning seems clear: GenAIs offer an unparalleled creative horizon and allow brands to align themselves with new trends, while benefiting from the ability to have campaigns designed specifically for all consumer groups.
In this landscape, some brands have decided to adopt a different strategy by changing the narrative about AI: they do not give up on the novelty of the topic, but from the perspective of brand activism they carry out campaigns to raise awareness of the problem of stereotypes present in GenAI products. This article aims to semiotically analyze some of these campaigns, exploring the values that brands intend to communicate to consumers and defining the positioning they aspire to achieve in relation to their competitors. |
| format | Article |
| id | doaj-art-3ae525f4fa4a47a09be474c25088dc25 |
| institution | OA Journals |
| issn | 1724-7810 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Associazione Ocula |
| record_format | Article |
| series | Ocula |
| spelling | doaj-art-3ae525f4fa4a47a09be474c25088dc252025-08-20T02:32:38ZengAssociazione OculaOcula1724-78102025-03-0126810.57576/ocula2025-10Intelligenze artificiali e bias umani. Campagne contro gli stereotipi nelle GenAICarla Fissardi0Carla Fissardi Dipartimento di Culture e Società , Università di Palermo (IT)Recently, an increasing number of brands has openly made use of generative artificial intelligence (GenAI) to develop both individual commercials and entire advertising campaigns. The reasoning seems clear: GenAIs offer an unparalleled creative horizon and allow brands to align themselves with new trends, while benefiting from the ability to have campaigns designed specifically for all consumer groups. In this landscape, some brands have decided to adopt a different strategy by changing the narrative about AI: they do not give up on the novelty of the topic, but from the perspective of brand activism they carry out campaigns to raise awareness of the problem of stereotypes present in GenAI products. This article aims to semiotically analyze some of these campaigns, exploring the values that brands intend to communicate to consumers and defining the positioning they aspire to achieve in relation to their competitors.https://www.ocula.it/files/OCULA-33-FISSARDI-Intelligenze-artificiali-e-bias-umanipubblicitã intelligenza artificiale generativabrand activismai biasstereotipostereotypegenai |
| spellingShingle | Carla Fissardi Intelligenze artificiali e bias umani. Campagne contro gli stereotipi nelle GenAI Ocula pubblicitã intelligenza artificiale generativa brand activism ai bias stereotipo stereotype genai |
| title | Intelligenze artificiali e bias umani. Campagne contro gli stereotipi nelle GenAI |
| title_full | Intelligenze artificiali e bias umani. Campagne contro gli stereotipi nelle GenAI |
| title_fullStr | Intelligenze artificiali e bias umani. Campagne contro gli stereotipi nelle GenAI |
| title_full_unstemmed | Intelligenze artificiali e bias umani. Campagne contro gli stereotipi nelle GenAI |
| title_short | Intelligenze artificiali e bias umani. Campagne contro gli stereotipi nelle GenAI |
| title_sort | intelligenze artificiali e bias umani campagne contro gli stereotipi nelle genai |
| topic | pubblicitã intelligenza artificiale generativa brand activism ai bias stereotipo stereotype genai |
| url | https://www.ocula.it/files/OCULA-33-FISSARDI-Intelligenze-artificiali-e-bias-umani |
| work_keys_str_mv | AT carlafissardi intelligenzeartificialiebiasumanicampagnecontroglistereotipinellegenai |