At the heart of this article is a question about the artificial replication of ‘style’ and its significance for an advanced mode of cultural production. It is worth noting, style is not something that is readily subject to copyright law. As AI models become more sophisticated, a new generative approach to style poses the potential for a massive (over-)production of culture. At the time of writing, for example, a new text-to-video model, Sora, has been hitting the headlines. It offers a glimpse into a potentially ‘memory-less’ future as foretold by postmodern theorists.
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