• How AI is changing research and cultural meaning
• Methods for nuanced cultural analysis with AI tools

This session introduces semiotics and its critical role in reading and interpreting cultural meaning. Brands and organizations rely on this meaning for their value, but in a world of increasing fragmentation and complexity, it can be difficult to identify – and respond to – deeper patterns of change.

Cato and Julius show locally nuanced cultural analysis can be used alongside AI enabled tools to help us explore these patterns at scale. They discuss some benefits this new technology affords us, but also brought into sharp focus its challenges and shadow sides when navigating emerging culture.

Speakers

Cato Hunt has spent nearly 20 years helping clients grow their brands by understanding semiotically powered cultural meaning. As Joint Managing Director of Space Doctors, Cato leads the way in exploring and developing new ways in which we can understand, create, and measure meaning by drawing from a wide range of disciplines—from the cognitive and behavioural sciences to design theory, anthropology, and experience design.

Julius Colwyn is a Director – Head of Design at Space Doctors.