Survey analyzes the use of AI in the Brazilian cultural sector and its implications for cultural diversity

VERSÃO EM PORTUGUÊS | ENGLISH VERSION

Cetic.br|NIC.br's study interviewed cultural agents and institutions and digital platforms operating in the country

Unprecedented in the country and with a topic little explored worldwide, the publication “Artificial Intelligence and Culture: Perspectives for Cultural Diversity in the Digital Age” (available in Portuguese and English) reveals that the use of AI is still incipient in the Brazilian cultural sector, except for the distribution and access to online content through major digital platforms. Conducted by the Regional Center for Studies on the Development of the Information Society (Cetic.br) of the Information and Coordination Center of Ponto BR (NIC.br), the publication was released this Tuesday (09/27), in a debate that was part of the programming of the “UNESCO World Conference on Cultural Policies and Sustainable Development – MONDIACULT 2022”.

Part of the NIC.br Sectoral Studies Notebooks series, the survey presents an overview of how the cultural area has used emerging technologies, such as AI. The data were collected in a qualitative survey conducted with cultural agents (artists and producers), cultural institutions (museums and cultural centers), and digital platforms that offer cultural content on the Internet. In addition to the survey, the publication also features texts and articles from experts on the subject.

“AI is present not only in content recommendation systems based on algorithms but also in the creation of artistic works through machine learning mechanisms, in the production, editing, and adaptation of content, in cultural mediation for guided tours in cultural institutions, in public service through virtual assistants, in the organization and availability of digital collections, in cultural management and data analysis for audience mapping and development of promotional strategies, among many other applications. There are several uses that, to a greater or lesser extent, have implications for the diversity of cultural expressions”, highlights Alexandre Barbosa, manager of Cetic.br|NIC.br.

Digital Platforms
The “recommendation systems” are the main application of Artificial Intelligence used by digital platforms. They define the content offered based on criteria related to consumption habits and users' past choices.

In the digital platforms operating in the Brazilian scenario, there is a differentiation regarding the use of these algorithms. The large commercial platforms, with a higher user volume, have AI as a central element of their business model, with algorithmic recommendation systems being the main technology for personalized cultural content offerings, especially music and videos.

“While this process allows for personalizing the experience based on user preferences on one hand, on the other hand, it also reinforces consumption patterns and directs access to popular content, which can lead to the underrepresentation of locally and independently produced content and present the effect of homogenizing trends in the creation and production of new works”, analyzes Barbosa.

The study also shows that alternative public or independent platforms, with a smaller user volume, have low usage of AI applications, with human curation prevailing, which can be the result of institutional barriers (such as lack of budget and technical staff), as well as programmatic options aimed at disseminating content representative of cultural diversity.

Cultural Institutions
Among cultural institutions, the use of AI systems in the Brazilian scenario occurs, in particular, for cultural mediation, audience mapping, and the management and dissemination of digital collections.

According to the study, such uses have allowed for greater public interactivity with works and personalization of visitor experiences, as well as providing data for the planning of institutional actions. As for the management and dissemination of digital collections, AI has been used in the automated qualification of documentation and access through integrated search systems.

The survey points out that the lack of financial resources and specialized technical staff remain obstacles, which makes cultural projects generally carried out through partnerships with large companies and international platforms, increasing dependence on external technological solutions.

“In general, the study shows that the strategic technology agenda is not yet fully assimilated in the Brazilian cultural sector. While the use of emerging technologies is already present in some institutions, there is still much to improve in terms of policies and opportunities for better use and access to these resources”, concludes Barbosa.

Cultural Agents
Among cultural agents (artists and cultural producers in the field of visual arts and music), AI has been used in creative processes with an operational purpose (in procedures such as editing, mixing, and mastering), but also in aesthetics, where AI appears as the final object of artistic creation itself.

In these stages, according to the study's conclusions, the popularization of AI-based applications has allowed for the optimization of processes and the democratization of production, offering opportunities for the inclusion of new professionals in the cultural sector. However, such opportunities are still limited due to digital inequalities in access and appropriation of existing technologies in the country.

To access the full study go to https://cetic.br/pt/publicacao/inteligencia-artificial-e-cultura-perspectivas-para-a-diversidade-cultural-na-era-digital/ (Portuguese) and https://cetic.br/en/publicacao/artificial-intelligence-and-culture-perspectives-for-cultural-diversity-in-the-digital-age/ (English). Also see the launch debate of the publication: https://youtu.be/twO2vtkgSr4.

About Cetic.br
The Regional Center for Studies on the Development of the Information Society (Cetic.br), of NIC.br, is responsible for producing indicators and statistics on Internet access and use in Brazil, disseminating analysis and periodic information on the network's development in the country. Cetic.br|NIC.br is also a Regional Study Center sponsored by UNESCO and completed 17 years of operation in 2022. For more information see https://cetic.br/.

About the Information and Coordination Center of Ponto BR – NIC.br
The Information and Coordination Center of Ponto BR — NIC.br (https://nic.br/) is a private, non-profit civil entity in charge of operating the .br domain, as well as distributing IP numbers and registering Autonomous Systems in the country. NIC.br implements the decisions and projects of the Brazilian Internet Steering Committee - CGI.br since 2005, and all funds raised come from its activities, which are of a private nature. It conducts actions and projects that bring benefits to Internet infrastructure in Brazil. NIC.br includes: Registro.br (https://registro.br), CERT.br (https://cert.br/), Ceptro.br (https://ceptro.br/), Cetic.br (https://cetic.br/), IX.br (https://ix.br/) and Ceweb.br (https://ceweb.br), besides projects like Internetsegura.br (https://internetsegura.br) and the Best Practices Portal for Internet in Brazil (https://bcp.nic.br/). It also hosts the W3C Chapter São Paulo office (https://w3c.br/).

About the Brazilian Internet Steering Committee – CGI.br
The Brazilian Internet Steering Committee is responsible for establishing strategic guidelines related to the use and development of the Internet in Brazil, coordinates and integrates all Internet service initiatives in the country, promoting technical quality, innovation, and the dissemination of offered services. Based on the principles of multisectorality and transparency, the CGI.br represents a model of democratic Internet administration, praised internationally, in which all sectors of society participate equally in its decisions. One of its formulations is the 10 Principles for the Governance and Use of the Internet (https://cgi.br/resolucoes/documento/2009/003). For more information see https://cgi.br/.

Press Contacts – NIC.br:

Weber Shandwick
https://webershandwick.com.br/
PABX: +55 (11) 3027-0200 / 3531-4950
Ana Nascimento - anascimento@webershandwick.com - +55 (11) 98670-6579 

NIC.br Communication Advisory
Carolina Carvalho - Communication Manager - carolcarvalho@nic.br
Soraia Marino - Communication Coordinator - soraia@nic.br 

Flickr: https://flickr.com/NICbr/
Twitter: https://twitter.com/comuNICbr/
YouTube: https://youtube.com/nicbrvideos
Facebook: https://facebook.com/nic.br
Telegram: https://telegram.me/nicbr
LinkedIn: https://linkedin.com/company/nic-br/
Instagram: https://instagram.com/nicbr/

This content was automatically translated with the support of artificial intelligence.