Explores how AI—especially generative—can enhance creativity, streamline decisions and transform marketing, while balancing risks like security and ethical use.
ChatGPT will introduce advertising to address the massive structural costs of AI and the need to accelerate monetization. With hundreds of millions of users and only a small paying base, OpenAI is diversifying revenue beyond subscriptions and enterprise plans. It reflects a 2025 paradox: disruptive technology funded by business models rooted in the early digital era.
Market saturation is the reality: growing revenue has become an almost inevitable zero-sum game. The battle has always been in the margins. First came economies of scale, then platforms, then basic automation, and now applied AI. Today, as before, it all comes down to optimizing costs and managing margins.
From ecommerce to “AI commerce,” we’ve been chasing the same goal for 20 years: removing friction from the buying process. From marketplaces to social commerce, from voice to live shopping, each wave has been sold as the next big revolution.
The reality is that acceptance of AI commerce is still far from guaranteed. For it to work, automating purchases isn’t enough: we need to understand the specific characteristics of each category—products, services, experiences—as well as the buyers themselves, who respond differently depending on their generational group.
True development doesn’t come from giving orders but from sharing rationale. In a world flooded with “workslop”—superficial tasks amplified by AI’s polished yet empty outputs—what teams need is context, patterns, and critical thinking. Rationale turns assignments into learning, executors into professionals, and mere deliverables into growth.
Artificial intelligence now takes care of tasks that used to be delegated to junior or mid-level profiles. We gain efficiency, but we lose key learning opportunities that help develop talent. Delegating wasn’t just about splitting work: it was about sharing context and business logic. Today, if AI does part of the job, explaining the why is still essential for any professional to grow and create more value.
“Money isn’t created — it just changes hands.” That’s how the capitalist doctrine works: generating profit inevitably means taking it from a competitor. And in a market where standing out is increasingly difficult (did someone say sustainable competitive advantage?), short-term wealth creation essentially comes down to eroding someone else’s margin. In this context, AI emerges as the big opportunity: optimizing processes, cutting costs, and maximizing efficiency by shifting human tasks to a fraction of the price. That’s what it was built for…
AI—the holy grail of efficiency—promises productivity, but also brings real risks if mismanaged: data leaks, exposed trade secrets, and regulatory penalties. Do all organizations truly understand the what (a clear protocol) and the who (compliance, yes—but also a cross-functional approach)? Total freedom and outright bans are both dead ends. What’s needed is a realistic, evolving strategy that balances security, efficiency, and training.
Generative AI is reshaping how we create marketing content. Where does it shine? In high-volume content for the top of the funnel. Where do humans (still) seem to have the edge? In genuine empathy and creativity.
While AI amplifies our creative potential, many creatives are facing a brutal disruption of their careers. Is this truly an amplification of capabilities—or a replacement of people?
Reality… or just wishful thinking?