A massive, AI-generated glowing cube has landed in Beverly Hills. The Gagosian art gallery in Beverly Hills has opened a large-scale installation of moving advertisements attempting to reflect the 'state of our humanity':
“Denominator,” on display until Sept. 16, displays fragments of international television commercials shifting across the screens. To create the cube, Fischer combined advertisements from 1950 to the present day, sorted and reinterpreted by artificial intelligence. The imagery reflects bits of history and memories that are unconsciously recognizable from years of media consumption.“It’s a strange thing that advertisements are so omnipresent and it’s so influential for all of us,” Fischer says.
Advertisers and marketers are primarily trying to sell products through these images. Inadvertently, they affect how people see the world, Fischer says. “In some way, you don’t own a lot of the imagery in your mind,” he says. The AI algorithm and search function similarly to a Google image search. The advertisements within the installation are then deconstructed into a single shot, from a composite of images chosen at random. “If you have a commercial that has 10 shots, it just extracts that one shot that this thing applies to,” Fischer says.
“I had the experience of wanting to look at something for a really long time, which I think must always be the goal of an artist — to hold you,” she says. “And this really rewarded the gaze.”McLeod wanted to bring “Denominator” to Los Angeles and display it in an eye-catching way. So the Gagosian team looked for short-term leases within a block of the gallery. Luckily, one was available right across the street.
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