Decipher tactics to build presence and conversion without becoming a hostage to algorithms. Discover how to use AI automation to gain efficiency and boost real engagement, while maintaining authenticity and control over your community in a saturated digital landscape.
Khaby Lame has not simply sold his image, but his digital identity. For $975 million, an AI will replicate his gestures, voice, and social presence, turning a person into a scalable asset. The deal raises an uncomfortable question: when a brand can survive without the human who created it, where does profitability end and where does the loss of self begin?
Yesterday, I was watching Weather Report at Montreux 1976: sweat, improvisation, and total coordination. No Photoshop, no Auto-Tune. Authenticity was inevitable. Translating that scene to the corporate world, the same principle applies: technology can embellish the form, but only true mastery (both individual and collective) can sustain decisions, documents, and meetings when the tools fail. The real advantage lies in the ability to act with competence, far beyond the stagecraft.
LinkedIn was born as a professional network, but its evolution into a content platform has shifted the focus from merit to narrative. The profile has given way to the persona, and technical discourse now coexists with an emotional tone more typical of leisure-based social media. It was never mandatory for every platform to become social; perhaps the true competitive advantage today lies in reclaiming credibility in how we stage our presence.
Our principles clash with the power of the major platforms. Even as we question their practices and contradictions, we remain within their networks. The network effect turns every user into a new link that strengthens dependency, making leaving the ecosystem more costly than staying… even when we know we should walk away.
The Rise and Fall of a Musician (or an Instagrammer?)
Giacomo Turra isn’t just a musician who faked his videos. He’s the symptom of a system that rewards appearance over talent. In a world where followers translate into income, the temptation to create false heroes is enormous. Just like with Milli Vanilli, the real issue isn’t the fraud itself—it’s the culture that enables and encourages it to happen.
Since becoming part of Microsoft, LinkedIn has evolved from an independent network into a strategic asset for the group. Its mission is no longer just to connect professionals, but to create value within Microsoft’s ecosystem. In doing so, it’s redefining what “professional” means in the age of attention.