The Gemini Era: a Semiotic Analysis of Google's Discursive Strategies

The explosion of AI-generated content has led to the emergence of numerous controversies that semiotics, as a discipline with a critical vocation of social phenomena, cannot ignore. In this complex turmoil, corporations like Google are actively shaping users’ perception of AI through carefully crafted narratives. Building on previous studies regarding brand discourses and smart objects, this research examines a paradigmatic example: Gemini, Google’s latest AI. By using a structuralist methodology in dialogue with cultural branding to analyze the discursive strategies employed by the brand, the contribution aims to understand how and if Google can effectively navigate the anxieties surrounding AI, shedding light onto the delicate relationship between humans and non-humans.