Il design della comunicazione nelle culture dell’AI
Una mappa relazionale per un cambio di paradigma
DOI:
https://doi.org/10.82068/pgjournal.2026.23.43.04Parole chiave:
Design della Comunicazione, Intelligenza Artificiale, Teoria del design, Metodologia del design, Didattica del designAbstract
La diffusione dell'intelligenza artificiale come infrastruttura tecnologica produce effetti che eccedono la sola dimensione tecnica, investendo processi culturali, sociali ed epistemologici. Tale trasversalità, pur indicando la portata sistemica del fenomeno, contribuisce a un quadro discorsivo instabile, nel quale livelli di analisi eterogenei tendono a sovrapporsi, favorendo una lettura prevalentemente sostitutiva, centrata sull'automazione delle attività progettuali. A partire da questa osservazione, il contributo propone una riflessione teorica e programmatica sulle diverse posizioni che l'AI assume rispetto al design della comunicazione. Vengono individuate cinque relazioni principali: l'AI come ambiente, che trasforma i contesti di produzione e circolazione dei contenuti; come strumento di lettura, che abilita l'analisi di sistemi comunicativi complessi; come strumento di progetto, che introduce modelli di delega e collaborazione nel processo progettuale; come materia progettuale, incorporata negli artefatti comunicativi e nelle loro capacità relazionali; come oggetto di progettazione, che richiede dispositivi di mediazione, rappresentazione e interpretazione capaci di rendere i sistemi intelligenti comprensibili e governabili. Attraverso queste relazioni emerge inoltre una funzione riflessiva dell'AI, intesa come dispositivo epistemologico capace di interrogare categorie fondamentali quali autorialità, creatività, competenza, giudizio e responsabilità. Le trasformazioni introdotte dall'AI richiedono quindi un confronto con la storia, i fondamenti e la didattica della disciplina, non come patrimonio da preservare, ma come campo attraverso cui riconoscere continuità e discontinuità nel mutamento in corso. Il modello proposto si configura come una cornice interpretativa aperta per collocare l'AI entro una traiettoria disciplinare, individuando ciò che essa radicalizza, trasforma e mette in crisi nel design della comunicazione.
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