A fundamental paradigm in neuroscience is that neurons represent the world through fixed tuning functions, with stable mappings from stimulus features to firing rates1. Here, we report that tuning can instead shift rapidly and coherently across a neural population, enabling a dynamic transition from detecting a broad category to discriminating individual exemplars. We set out to address a longstanding debate in visual neuroscience about whether the inferotemporal cortex uses a specialized code for specific object categories or a general-purpose code that applies to all objects. We found that face-selective cells in macaque inferotemporal cortex initially adopted a general code optimized for face detection. However, after a rapid concerted population event lasting less than 20 ms, the neural code transformed into a face-specific one, with two striking features: response gradients to principal detection-related dimensions reversed direction, and new tuning emerged for multiple higher-dimensional features that support fine face discrimination. These dynamics in face patches were specific to face stimuli and did not occur in response to non-face objects. Thus, for faces, face cells transition from detection to discrimination by switching from an object-general code to a face-specific one. More broadly, our findings indicate that there is a previously unknown mechanism for neural representation: concerted stimulus-dependent switching of the neural code used by a cortical area.
