Introduzione. Forme di comunicazione pubblicitaria tra social media e Intelligenza Artificiale

The advertising text has often been the subject of semiotic studies. From its earliest analyses in the 1960s to its most recent applications, semiotics has always found advertising an extremely propitious opportunity to test its tools, in an attempt to identify its specificity in relation to the other human and social sciences. The mutability of advertising discursive forms has been a challenge for semiotics, opening reflections and prompting debates on the potentiality, limits and relevance of semiotic analytical tools.This aspect appears particularly interesting within the dynamics of the contemporary communicative context, characterized by the advent of social advertising, the contamination between different media, the entry of new technologies and the spread of Artificial Intelligence in consumer practices, fruition and production of advertising texts.