<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1688-8626</journal-id>
<journal-title><![CDATA[Inmediaciones de la Comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Inmediac. Comun]]></abbrev-journal-title>
<issn>1688-8626</issn>
<publisher>
<publisher-name><![CDATA[Universidad ORT Uruguay]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1688-86262025000101202</article-id>
<article-id pub-id-type="doi">10.18861/ic.2025.20.1.3931</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Inteligencia Artificial Generativa integrada al ecosistema digital. Un marco de situación para la gubernamentalidad algorítmica]]></article-title>
<article-title xml:lang="en"><![CDATA[Generative Artificial Intelligence integrated into the Digital Ecosystem. A framework for Algorithmic Governmentality]]></article-title>
<article-title xml:lang="pt"><![CDATA[Inteligência Artificial Generativa integrada aoecossistema digital. Uma estrutura de situação para a governamentalidade algorítmica]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lassi]]></surname>
<given-names><![CDATA[Agustina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional de La Matanza  ]]></institution>
<addr-line><![CDATA[Buenos Aires ]]></addr-line>
<country>Argentina</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<volume>20</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_arttext&amp;pid=S1688-86262025000101202&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_abstract&amp;pid=S1688-86262025000101202&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_pdf&amp;pid=S1688-86262025000101202&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este artículo analiza el avance de la integración de las Inteligencias Artificiales Generativas a las plataformas, sobre todo la que se basan en los modelos de lenguaje grandes (LLMs). Estos cambios comienzan a alterar la manera en que se produce y utiliza contenido, se busca y procesa información, y se gestionan los perfiles de los usuarios. El objetivo del artículo es realizar un mapeo de los principales desarrollos de LLMs en Occidente y sus asociaciones estratégicas, de hardware supply o financieras con plataformas, productores de hardware y servidores de cloud computing. En tal sentido, se parte del lanzamiento masivo de Chat GPT como momento fundacional de esta nueva etapa y se recorren los principales usos y aplicaciones de transformers en los entornos platafórmicos. Si bien estamos atravesando los comienzos de la aplicación de esta tecnología de manera integrada, podría generar una profundización en la personalización algorítmica, modificando las formas de subjetivación humanas y favoreciendo las burbujas epistémicas en el plano cognoscitivo, además de concentrar la oferta y el desarrollo en el plano de la economía política. Es por eso, que se plantea la necesidad de buscar más formas de intervención humana en la curación de datos e incrementar la observancia activa -tanto civil como gubernamental- de estos sistemas y sus alianzas para evitar la concentración extrema y atender a los sesgos que pudieran generar efectos negativos en la cultura.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This article analyzes the advancement of the integration of Generative Artificial Intelligences into platforms, especially those based on Large Language Models (LLMs). These changes are beginning to alter the way content is produced and used, information is searched and processed, and user profiles are managed. The aim of the article is to map the main LLM developments in the West and their strategic, hardware supply or financial partnerships with cloud computing platforms, hardware producers and servers. In this sense, we start with the massive launch of ChatGPT as the founding moment of this new stage and go through the main uses and applications of transformers in platform environments. Although we are at the beginning of the application of this technology in an integrated manner, it could generate a deepening of algorithmic personalization, modifying the forms of human subjectivation and favoring epistemic bubbles at the cognitive level, as well as concentrating supply and development at the level of political economy. That is why it is necessary to seek more forms of human intervention in data curation and to increase the active observance -both civil and governmental- of these systems and their alliances in order to avoid extreme concentration and to attend to the biases that could generate negative effects on culture.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Este artigo analisa o avanço da integração das Inteligências Artificiais Generativas nas plataformas, nomeadamente nas que se baseiam em Modelos de Linguagem de Grande Dimensão (MLG). Estas mudanças começam a alterar a forma como os conteúdos são produzidos e utilizados, a informação é pesquisada e processada e os perfis dos utilizadores são geridos. O objetivo do artigo é mapear os principais desenvolvimentos de LLM no Ocidente e as suas parcerias estratégicas, de fornecimento de hardware ou financeiras com plataformas de computação em nuvem, produtores de hardware e servidores. Neste sentido, começa com o lançamento massivo do ChatGPT como momento fundador desta nova etapa e passa pelas principais utilizações e aplicações dos transformadores em ambientes de plataforma. Embora estejamos no início da aplicação desta tecnologia de forma integrada, ela poderá gerar um aprofundamento da personalização algorítmica, modificando as formas de subjetivação humana e favorecendo bolhas epistémicas ao nível cognitivo, bem como concentrando a oferta e o desenvolvimento ao nível da economia política. Isto suscita a necessidade de procurar mais formas de intervenção humana na curadoria de dados e de aumentar o controlo ativo, civil e governamental, destes sistemas e das suas alianças, a fim de evitar uma concentração extrema e de abordar os enviesamentos que podem gerar efeitos negativos na cultura.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[inteligencia artificial]]></kwd>
<kwd lng="es"><![CDATA[LLMs]]></kwd>
<kwd lng="es"><![CDATA[gubernamentalidad algorítmica]]></kwd>
<kwd lng="es"><![CDATA[plataformas]]></kwd>
<kwd lng="es"><![CDATA[burbujas epistémicas]]></kwd>
<kwd lng="en"><![CDATA[artificial intelligence]]></kwd>
<kwd lng="en"><![CDATA[LLMs]]></kwd>
<kwd lng="en"><![CDATA[algorithmic governmentality]]></kwd>
<kwd lng="en"><![CDATA[platforms]]></kwd>
<kwd lng="en"><![CDATA[epistemic bubbles]]></kwd>
<kwd lng="pt"><![CDATA[inteligência artificial]]></kwd>
<kwd lng="pt"><![CDATA[LLMs]]></kwd>
<kwd lng="pt"><![CDATA[governação algorítmica]]></kwd>
<kwd lng="pt"><![CDATA[plataformas]]></kwd>
<kwd lng="pt"><![CDATA[bolhas epistémicas]]></kwd>
</kwd-group>
</article-meta>
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