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Who Creates Value?: Artificial Intelligence, Ethics, and (Advertising) Work
Abstract
In February 2024, the guild of Spanish advertising illustration declared war on artificial intelligence (AI), concerned about a phenomenon that had been consolidating for months: replacing its work with generative tools. In response, the Federation of Professional Illustrators Associations (FADIP) expressed the need to regulate AI to ensure its deontological use. This chapter aims to demonstrate that, beyond any ethical considerations, the debate about advertising work and AI is rooted in structural reasons. A practical application of the Marxist labor theory of value is employed to reach this conclusion. This theory is the most influential critical analysis of the capitalist mode of production and the one that best allows us to understand the discontent we have been discussing.
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