This essay comprises a first phenomenological semiotics of ChatGPT. I analyse how we experience the language signs generated by that AI. This task is accomplished in two steps. First, I introduce a conceptual scaffolding for the project, by introducing core tenets of Husserl's semiotics. Second, I mould Husserl's theory to develop my phenomenology of the passive and active consciousness of the language signs composed by ChatGPT. On the one hand, by discussing temporality, I demonstrate that ChatGPT can passively demand me (...) to understand its signs. On the other hand, I show that a conflict arises between active and passive consciousness when reading ChatGPT. While I actively know that there is no communicating subject, I still passively experience these signs as made by another. I argue that it is this conflict which lends ChatGPT its 'magical' character. I conclude by showing how these observations can inform future regulation of AI models. (shrink)