This article discusses the relationship between immaterial labor, collaborative cultural production and gift economy in society today. The general intellect is related to the collective intelligence of digital networks. The collaborative production emerges as the preferred way to artistic and cultural. This production may contribute to promotion and preservation of cultural diversity. The collaborative cultural production highlights pluralism economics. The spread of immaterial labor produces common assets. The common creates a post-industrial and high-tech version of the gift economy. It is concluded that the collaborative culture has great potential to promote cultural diversity and economy of generosity.