Based on the understanding of consumption as a broad semiotic phenomenon that structures identities, forges behaviors, beliefs and emotions, reconstructs space and time relationships and engenders imaginary and socio-cultural productions, this reflection seeks to understand the transformations in consumer rituals expressed in daily processes of searching, buying, possessing, using, discarding or in "res" rituals: reuse, recycling, resignification, as well as the axes of transfer and sharing of meanings constituted by fashion, advertising and serialized audiovisual production (McCracken, 2003; Douglas & Isherwood, 2004; Perez & Trindade, 2013 and 2019; Perez, 2020 among others), now impacted by algorithmic logic and its empowering dynamics such as neural networks and machine learning. It also aims to identify and understand the signic power of materialities and immaterialities that incorporate new meanings into consumption, generating media realities of production-consumption-circulation established by systems based on Artificial Intelligence created and structured by big techs in alignment with industry, the services market and globalized marketing systems. This context of dialog and fusion of physical and digital environments brings new ethical, aesthetic and logical challenges to research into consumer rituals and their processes of signification and circulation, with implications of an epistemological, theoretical and methodological nature, which we intend to critically discuss and forward possibilities glimpsed in our investigations.