Generative AI, Use Value and Competition in Oligopolistic Markets

Authors

Keywords:

Generative artificial intelligence, cultural commodity, Marxism, PEC, competition

Abstract

This article discusses the characteristics of competition for the commodity of generative artificial intelligence from the perspective of Marxism and the Political Economy of Communication (EPC), focusing on the use value of chatbots from companies that make up the internet oligopoly. Assuming that generative AIs are also commodities of the cultural industry, we developed the article based on the specificities of this commodity through the theoretical frameworks of the critical Political Economy of Communication, of Brazilian tradition. Methodologically, we use the dialectical method and documentary research based on journalistic reports that provide factual data on the recent history of generative AI and the competitive relations of the sector.

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Author Biographies

André Jorge Cavallo Pfeil, Universidade Federal Fluminense - UFF

Mestre e doutorando em Comunicação Social pelo Programa de Pós- Graduação em Mídia e Cotidiano da Universidade Federal Fluminense (PPGMC-UFF), com bolsa Capes. Membro do Grupo de Pesquisa em Economia Política da Comunicação e Hegemonia (Epocha).

Pablo Nabarrete Bastos, Universidade Federal Fluminense - UFF

Professor of the Department of Social Communication, Institute of Art and Social Communication, Fluminense Federal University. Permanent professor of the Postgraduate Program in Media and Everyday Life (PPGMC-UFF). Visiting researcher at University of Westminster (2024), with a CNPq scholarship. PhD in Communication Sciences, research line of Communication, Culture and Citizenship, from ECA-USP. Post-doctorate in Cultural Studies from the Advanced Program of Contemporary Culture of the Federal University of Rio de Janeiro. Young Scientist Researcher of Our State (JCNE FAPERJ), period 2021-2024. Young Fluminense Researcher of FAPERJ, period 2025-2028. Pedagogical coordinator of the Laboratory of Research in Community Communication and Social Advertising (LACCOPS). Member of the Observatory of Economy and Communication of the Federal University of Sergipe (OBSCOM-UFS). He was coordinator of the Postgraduate Program in Media and Daily Life at the Fluminense Federal University (PPGMC-UFF), period 11/2021- 02/2024. Author of the book "March Dialectic of the MST: Formation and political communication between countryside and city", finalist for the 2022 Jabuti Award. Member of the winning team of the CLACSO Call (2023-2024) "Social movements and activisms in Latin America and the Caribbean. Their place in the current context: experiences and projections", together with researchers from other universities and members of the MST Communication sector. Coordinator of the GP Communication for Citizenship at Intercom (Period 2019-2021). Research hegemony, counter-hegemony, popular hegemony, Political Economy of Communication (EPC), communication and Marxism, critical theory, Latin America, engagement, platformization, social movements, popular and community communication.

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Published

2025-12-26

How to Cite

Pfeil, A. J. C., & Bastos, P. N. (2025). Generative AI, Use Value and Competition in Oligopolistic Markets. Princípios, 44(173), 25–48. Retrieved from https://revistaprincipios.emnuvens.com.br/principios/article/view/561

Issue

Vol. 44 No. 173 (2025): Inteligência artificial e novas tecnologias disruptivas: um olhar crítico Parte I – Economia e trabalho

Section

DOSSIÊ