In this talk we will use semiotics to decode the visual identities, language, and user experience (UX) of AI platforms such as ChatGPT and Google Gemini. By applying semiotic techniques, we can uncover the cultural themes and meanings embedded in their design and communication choices, revealing what these platforms convey to users about trust, reliability, and their intended role in society.

In particular, Freya will apply semiotic methodologies to AI platforms with a mind to better understanding issues of trust, truth, and reliability within the AI industry – reinforced by Freya’s experience working in commercial semiotics.

Freya is a commercial semiotician and digital anthropologist working for award-winning London-based consultancy Sign Salad. At UCL, they completed their MSc in Digital Anthropology with a focus on how memes are used in processes of radicalisation on Discord servers during the Covid19 Pandemic.