Artificial Intelligence as a discursive strategy in communication companies

This work explores how imaginary Artificial Intelligence influences its perception and adoption in work environments. It is argued that, in the discursive sphere, the mentions of AI made by communication companies operate as strategies of symbolic valorization and status construction. It is intended to understand how AI is enunciated, performed and symbolically mobilized and not necessarily how it is used. To this end, Foucault's discourse analysis and references such as Gomes and Fontenelle are applied to investigate the impacts of these imaginaries on the work dynamics and on the apparent human-machine collaboration in three communication companies that exemplify this discursive construction and present AI as a generator of results and a source of creativity and innovation, which reinforces an ideology that operates behind the actions, as we find in Bakhtin, and contributes to shaping the construction of the understanding of such technology in the world of work.