Whose imagination? Conflicting narratives and sociotechnical futures of visual generative AI

Abstract Conceptually informed by sociotechnical imaginaries , this article asks how visual generative artificial intelligence (genAI) is viewed by those who adopt or resist this technology, and why, drawing evidence from YouTube discussions. Firstly, visual genAI is framed as a natural progression of technologies that enhance creativity, increase productivity, and democratize art, echoing the prevailing narratives of Silicon Valley. Secondly, visual genAI is discussed in relation to critical concerns such as job displacement, no compensation for artists, and the rise of industrial art. Despite these divergent viewpoints, a collective effort to negotiate ethical AI adoption emphasizes accountability from AI companies, updates to existing regulatory frameworks, and alternative solutions to reclaim the human element in genAI cultures. The findings suggest that while visual genAI can indeed enhance creative practices, data value extraction must be repudiated to prevent market power concentration by those who frame this technology as a tool for the imagination while excluding the creators whose work these “tools” are built on. The article offers empirical insights into how different social groups advocate for or resist visual genAI, stimulating critical debate on its status and integration into cultural production and society at large.