The Artificial Spectacle, and the Search for Authenticity

Sambuno Marketing Journal

In the age of AI, the term "artificial" mirrors society's "superficiality," where authentic life is often replaced by mere representations, a concept Guy Debord called the "Society of the Spectacle."

While AI could deepen this trend by creating convincing yet hollow imitations of human experience, its very existence forces us to confront the difference between reality and facade. Ultimately, by acting as a mirror to our culture, AI may paradoxically prompt a collective desire to seek greater authenticity and move beyond the spectacle.