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

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Study by Cetic.br|NIC.br interviewed agents, cultural institutions, and digital platforms operating in the country

Unique in the country and with a theme rarely explored around the world, the publication "Artificial Intelligence and culture: perspectives for cultural diversity in the digital era" reveals that the use of AI is still incipient in the Brazilian cultural sector, except in the distribution and access to online content through large digital platforms. Conducted by the Regional Center for Studies on the Development of the Information Society (Cetic.br) of the Brazilian Network Information Center (NIC.br), the publication was released this Tuesday (27), in a debate that was part of the agenda of the "UNESCO World Conference on Cultural Policies and Sustainable Development - MONDIACULT 2022".

Part of the NIC.br Sectorial Studies Notebooks series, the survey provides an overview of how the cultural field has been using emerging technologies like 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 offering cultural content on the Internet. Besides the survey, the publication also includes texts and articles by specialists in the subject.

"AI is present, not only in recommendation systems of content 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 visits at 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. These are various uses that, to a greater or lesser extent, have implications for the diversity of cultural expressions," says 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 determine the content to be offered based on criteria related to users' consumption habits and previous choices.

In the digital platforms operating in the Brazilian scene, there is a differentiation in the use of these algorithms. The major commercial platforms, which have a larger user base, see AI as a central element of their business model, with algorithmic recommendation systems as the main technology for personalized cultural content offerings, especially music and videos.

"If, on the one hand, this process enables the personalization of the experience based on user preferences, on the other hand, it also reinforces consumption patterns and directs access to popular content, potentially leading to the underrepresentation of local and independent production content, and resulting in homogenizing tendencies in the creation and production of new works," analyzes Barbosa.

The survey also shows that alternative public or independent platforms, with a smaller user base, have a low use of AI applications, with human curation prevailing - which may be due to institutional barriers (such as lack of budget and technical staff), but also to programmatic choices aiming to disseminate content representative of cultural diversity.

Cultural institutions
Among cultural institutions, the use of AI systems in the Brazilian scenario occurs mainly 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 the works, personalization of visitor experiences, and provided data for planning actions by institutions. In terms of management and dissemination of digital collections, AI has been used in the automatic qualification of documentation and in providing access through integrated search systems.

The survey indicates that the lack of financial resources and specialized technical staff still pose obstacles, leading cultural projects to be generally carried out through partnerships with large companies and international platforms, increasing the dependence on external technological solutions.

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

Cultural agents
Among cultural agents – artists and cultural producers in the visual arts and music fields – AI has been used in creative processes with operational purposes (in procedures like editing, mixing, and mastering), but also in aesthetics, where AI appears as the final object of artistic creation.

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

To access the full study, visit https://cetic.br/pt/publicacao/inteligencia-artificial-e-cultura-perspectivas-para-a-diversidade-cultural-na-era-digital/. Also see the launch debate for the publication: https://youtube.com/playlist?list=PLQq8-9yVHyOaGCptdvg6oxaK6QZKs-HT-.

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 periodic analyses and information on the development of the network in the country. Cetic.br|NIC.br is also a Regional Center of Studies under the auspices of UNESCO, and it completed 17 years of activities in 2022. More information at https://cetic.br/.

About the Brazilian Network Information Center – NIC.br
The Brazilian Network Information Center — NIC.br (https://nic.br/) is a private, non-profit civil entity responsible for the operation of the .br domain, as well as the distribution of IP numbers and the registration of Autonomous Systems in the country. NIC.br implements the decisions and projects of the Brazilian Internet Steering Committee - CGI.br since 2005, and all resources collected come from its activities which are of an eminently private nature. It conducts actions and projects that bring benefits to the 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 Good Practices for the Internet in Brazil Portal (https://bcp.nic.br/). It also houses the office of the W3C Chapter São Paulo (https://w3c.br/).

About the Brazilian Internet Steering Committee – CGI.br
The Brazilian Internet Steering Committee, 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 dissemination of offered services. Based on the principles of multilateralism and transparency, CGI.br represents a democratic Internet governance model, praised internationally, in which all sectors of society participate equitably in its decisions. One of its formulations is the 10 Principles for Internet Governance and Use (https://cgi.br/resolucoes/documento/2009/003). More information at https://cgi.br/.

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