Algorithmic mediations of consumption 83 2. Algorithmic advertising and narratives: sociocultural inscriptions Advertising and the multiple expressions of brands are undergoing a transmutation in the face of their classic defini- tions and formats. We can see it in texts such as those by Ber- thelot-Guiet; Marti; Patrina-Lecrère (2014, p. 267-280); Trindade (2018), and Perez (2016), that brands occupy a place as a media-brand, shaping themselves into a wide range of possi- bilities of supports, discursive genres, and formats that show, at first, a process of de-advertising the expression of brands that paradoxically hyper-publicizes the entire environment of con- sumers’ lives, making the media-brand present and interacting in different ways with consumers. Life becomes meta-publicized by the presence and logic of the media-brand for the meanings of everyday life, especially life in the mediation of digital media. Digital advertising, in this sense, reflects a new way of doing advertising; at the same time, it reveals new underlying expressiveness of suggestions and inductions to consumption based on big data calculations and Artificial Intelligence (AI), as there are, nowadays, a certain predisposition of humans to delegate their decisions to the algorithm. There is a new sociocultural writing of the phenomenon there. Thus, one can raise the question: what will the advertising industry look like when algorithms calculate all consumption possibilities, that is, when AI data systems can define humanity›s consumption patterns? What will be its ontic status? Will it be in the same expressive- ness that we know today from the discourses of advertising and brands? There is new writing in conformation. What will re- main? What will change? But none of this eliminates the mean- ings of brand experiences since algorithms can recognize, describe, indicate, and induce but cannot experience or feel. The previous questions pose relevant challenges to communication studies to understand how this algorithmic logic works in communicational terms of market and consumption. How would the processes of production, circulation, and con- sumption of brands and the interactions between brands and consumers take place in the logic of algorithms? What would
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