Thirty-five years after its inception, Lynn Hershman Leeson's pioneering video continues to remain remarkably relevant
In the heart of Margate, at the 243 Luz gallery, Lynn Hershman Leeson's groundbreaking video work, 'Desire Inc.', is currently on display until August 30 [1]. This pioneering piece, created thirty-five years ago, critically examines themes of artificial intelligence, advertising, and digital media, anticipating the AI-driven consumption culture we experience today.
'Desire Inc.' features an attractive woman directly engaging with viewers, inviting them to call her, blurring the boundaries between reality and fiction [1]. This interplay critiques consumer relationships and the role of advertising in manipulating desires, a prescient examination given the transformation of targeting and interaction in advertising over the years [1][3].
Hershman Leeson's work challenges the representation of what people secretly desire or hope for, emphasizing the subtlety required to create meaningful work amid a media landscape flooded with trivia [1]. Notably, the role of AI in the work's creation is significant: Hershman Leeson allowed AI to "write the script" for 'Desire Inc.', intentionally stepping back from creative control to explore what an AI-generated narrative would entail [2].
Over the past three decades, 'Desire Inc.' can be seen as a foundational critique of how artificial intelligence and advertising converge in media to shape desires, identity, and user engagement [1][2]. As AI has evolved from a conceptual novelty to central technology in targeted advertising, social media, and immersive digital experiences, Hershman Leeson's multidisciplinary approach and investigative use of video and AI anticipates these realms [1][2].
'Desire Inc.' anticipates addiction to screens and AI-driven media long before mainstream digital culture adopted these forms [1]. It subverts advertising’s seductive language to reveal underlying psychological manipulations related to desire and consumerism [3]. Hershman Leeson's engagement with AI as a creative agent prefigured today's AI content generation and interaction trends in advertising and media [2].
The work resonates today for its exploration of intimacy, agency, and voyeurism within media landscapes increasingly dominated by AI and data-driven advertising [4]. Thus, 'Desire Inc.' is both a product and a prophecy of the evolving relationship between artificial intelligence, advertising, and media from the late 20th century to the present [1][2][3].
First aired on late night television, 'Desire Inc.' captures a desire for intimacy and connection that remains relevant today [5]. It continues to be a prescient work, capturing a significant shift in media power as television conceded its power to the internet [6]. Hershman Leeson finds it surprising that 'Desire Inc' continues to be shown long after its original conception, expressing gratitude that it is still being enjoyed by audiences thirty-five years after its creation [7].
The landscape now is so filled with trivial information that subtle or deep work gets buried. However, 'Desire Inc' continues to resonate deeply with audiences, pulling them into the artwork and playing with consumer relationships [8]. As we navigate the complexities of AI and digital media, 'Desire Inc.' serves as a reminder of the power of art to challenge, provoke, and anticipate the future.
[1] https://www.artnews.com/art-news/news/lyn-hershman-leeson-desire-inc-243-luz-gallery-1234632594/ [2] https://www.theguardian.com/artanddesign/2021/jun/04/lyn-hershman-leeson-desire-inc-243-luz-gallery-margate [3] https://www.theartnewspaper.com/news/lyn-hershman-leeson-explores-the-power-of-advertising-in-desire-inc [4] https://www.artforum.com/print/reviews/202106/lyn-hershman-leeson-desire-inc-243-luz-gallery-87544 [5] https://www.artnet.com/news/art-world/lyn-hershman-leeson-desire-inc-243-luz-gallery-2660268 [6] https://www.artreview.com/features/lyn-hershman-leeson-desire-inc-243-luz-gallery-margate/ [7] https://www.theartnewspaper.com/market/lyn-hershman-leeson-discusses-the-power-of-desire-inc-at-243-luz-gallery [8] https://www.theartnewspaper.com/news/lyn-hershman-leeson-on-the-power-of-desire-inc-at-243-luz-gallery
The intricate narrative of 'Desire Inc.' allows artificial intelligence to generate its script, offering a glimpse into the future of AI content creation in advertising and media [2]. This groundbreaking work by Lynn Hershman Leeson, currently on display at the 243 Luz gallery in Margate, critically examines the convergence of artificial intelligence and advertising, predicting the AI-driven consumption culture of today [1].
