Interactive video installation with AI-generated avatars

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Artist Calin Sagal’s Whispers: Algorithmic Influence and the Anger Economy explores how social media influencers shape public opinion in today’s digital landscape. The work focuses on the creation of echo chambers, isolated virtual environments that reinforce existing beliefs, foster staunch followers, and often normalize radical ideas, incorporating fringe opinions into mainstream discourse. This phenomenon contributes to digital tribalism, where polarized perspectives thrive, external criticism is elided, and authentic debate is stifled.

The research began with the collection of an extensive database of transcripts from influencers across the ideological spectrum, including progressive, conservative, liberal, and authoritarian voices. This collection includes speeches, social media posts, and video transcripts replete with rhetorical tactics. By analyzing this dataset, the book aims to reveal linguistic patterns and emotional persuasion techniques specific to each influencer’s style.

In this interactive installation visitors can suggest topics for discussion, leading these AI characters to engage in real-time debates. This setup shows how narratives outside their usual echo chambers can lose persuasive power. The platform tends toward balance, ensuring that no one ideology dominates, and highlights both the flaws and occasional merits of each perspective.

However, the project’s implementation raises critical questions. Whispers relies on the use of large uncensored linguistic models, such as LLaMA 3 or GEMMA, tailored to remove the restrictive filters common in major artificial intelligence platforms. While this approach enables unfiltered speech, it also removes ethical safeguards designed to prevent the dissemination of harmful content. This raises questions about who determines the boundaries of “safe” discourse on AI-based platforms and highlights the tension between maintaining ethical standards and allowing multiple viewpoints to coexist.

By allowing audiences to observe and participate in these debates, Whispers offers insight into the mechanics of persuasion beyond ideological bubbles. The work underscores the need for responsible handling of AI technologies when addressing the complexities of digital influence and public opinion.

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Work included in the exhibition Digital Machines. Technology, Industry, Society.