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In the paper the author discusses the key difference between natural and artificial intelligences (NI and AI), which manifests itself when using signs by a machine and the owner of natural consciousness. Natural consciousness is free from the sign component, including the verbal one, experiencing the need for it only when trying to indirectly impose communicative influences on the imaginable owner of consciousness, in order to demonstrate their own actional (“influencing”) modes. In contrast, artificial intelligence identifies complexes of stimulus "bodies" according to the embedded algorithms and automatically perceives them as commands for constructing sign sequences. Machine thinking is identical to the process of executing algorithmic symbolic commands, while human thinking is devoid of symbolic forms. The traditional linguistic (modular) concept of the sign, in which the sign is actually perceived as a unity "form-meaning", forces us to attribute the language algorithm to natural consciousness, in fact states the identity of NI and AI. In contrast to the language model, the communicative model describes a sign and a sign sequence as a hint (hints) to a specific actional mode of individual consciousness that needs to be recreated in order to find some meaning in the body of a sign. The sign and language, according to the dynamic communicative model, are not able to have autonomous semantics. Meaning in the body of a sign arises only under conditions of communicative reference, in the presence of a specific semiotic action, which is produced by the “signifying” owner of the NI.