In this session we’ll be introducing semiotics and its critical role in reading and interpreting cultural meaning. Brands and organisations rely on this meaning for their value, but in a world of increasing fragmentation and complexity, it can be difficult to identify – and respond to – deeper patterns of change.

We’ll show how locally nuanced cultural analysis can be used alongside AI enabled tools to help us explore these patterns at scale. We’ll discuss some benefits this new technology affords us, but also bring into sharp focus it’s challenges and shadow sides when navigating emerging culture.

Speaker

Cato Hunt has spent nearly 20 years helping clients grow their brands by understanding semiotically powered cultural meaning. As Joint Managing Director of Space Doctors, Cato leads the way in exploring and developing new ways in which we can understand, create, and measure meaning by drawing from a wide range of disciplines—from the cognitive and behavioural sciences to design theory, anthropology, and experience design.