Lost in the logistical funhouse: speculative design as synthetic media enterprise

From the deployment of chatbots as procurement negotiators by corporations such as Walmart to autonomous agents providing ‘differentiated chat’ for managing overbooked flights, synthetic media are making the world of logistics their ‘natural’ habitat. Here, the coordination of commodities, parts and labour design the problems and produce the training sets from which ‘solutions’ can be synthesised. But to what extent might synthetic media, surfacing via platforms such as Midjourney and OpenAI, be understood as logistical media? This paper charts a selective genealogy of synthetic media from early attempts to synthesise human sensory capacities in order to cybernetically integrate them into computational circuits. We see this integration as a pre-emption of their (computational) logistical coordination. It then details media experiments with ‘ChatFOS’, a GPT-based bot tasked with developing a logistics design business. Using its prompt-generated media outputs, we assemble a simulation and parody of AI’s emerging functionalities within logistical worlds. In the process, and with ‘human-in-the-loop’ stitching, we illustrate how large language models become media managers overseeing image prompts, graphical design, website code, promotional copy and investor pitch scenarios. The processes and methods of producing speculative scenarios via ChatFOS lead us to consider how the media of logistics and the logistics of media are increasingly enfolded.