Platforms, algorithms and AI: Issues and hypotheses in the mediatization perspective

Isabel Löfgren 112 and procedures across several layers of data generation, storage, processing, analysis, and distribution (Figure 6). Although material, these layers give us a sense of immateriality through software, applications, and notifications on user interfaces. Thus, the cloud is a force that obscures the layers of the system, creating a fog shrouded in mysteries that prevents us from fully comprehending its logics. Furthermore, data clouds do not possess only func- tional characteristics; they also have a predictive analysis layer that uses artificial intelligence (AI) – with its algorithms and language models – to extract knowledge from the data. The cloud then returns these predictions to us in the form of reports (“an- alytics”) with minimal noise and low latency, eliminating data fragmentation and optimizing its externalization through the automated analysis of high-performance patterns. In this sense, AI can be seen as an optical instrument, like an X-ray, as it “sees through” the various layers of the cloud, organizes, and returns meaning. In other words, artificial intelligence sees everything to be able to predict, thus, it is a technology of vision (Amoore, 2019). Figura 7 – Anatomy of an AI system, Kate Crawford and Vladan Joler, 2018. Map of the architecture behind the voice-recognition system “Amazon Echo”. Source: http://www.anatomyof.ai

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