In this talk, I explore the role of cultural semiotics today. Specifically, I examine the challenges arising from the power, knowledge, and wealth generated from semiotic data by the large technology companies. I will examine the recent developments in digital technology and AI, with a view to understanding the functions of the current digital ecosystem and the semiosphere which results. This includes discussion of how semiotic data is collected and analysed topredict and control human behaviour, resulting in the “unauthorised privatization of the division of learning in society today” (Zuboff, 2019: 192). As Zuboff further explains: “technology only contributes to shared prosperity when it is tamed by democratic rights, values, principles, and the laws that sustain them in our daily lives” (preface to Acemoglu & Johnson 2023).  Within this context, I examine the role of cultural semiotics in shaping the future.