Human talent was to the company what oxygen is to the heart. It seems that some absolute truths are beginning to crumble. The scene is repeating itself with a new starkness. Tech companies, fintechs, digital platforms , and software giants are announcing layoffs in areas that until recently seemed protected by a kind of corporate aura. From operations to finance, and from legal to compliance. But what…
We were promised a paradise of efficiency and free time. We were assured that technology would unleash our potential, allowing us to transcend monotony and embrace an era of pure creativity. However, reality has decided to strike back. We have awakened to a scenario where immense data centers devour natural resources and algorithms, far from liberating us, threaten the very essence of…
An Argentinian , an essay about our future , and a papal encyclical. Coincidence? Ten years ago I wrote “HumanOffOn,” and many saw it as a book about branding. But, rereading it today, I’m even more convinced: it was always an essay about our future as human beings and how we were going to navigate the digital storm that was coming our way. Time has put things in their place, and…
Everything is moving so fast that it’s increasingly difficult to keep up. That’s why it’s a good idea to take a pit stop every now and then in this race toward the future. In this post, following the trend of many previous ones, I’ll share what 2026 has already made clear about branding, social media, and AI. and human behavior in this new digital age. For years, many brands confused being present…
Tourism is one of the clearest reflections of who we are as a society. We don’t travel just to get from one place to another; we travel to feel something, to belong somewhere, to discover who we are and who we want to become. For much of the 20th century, tourism was built on scale, repetition, and standardization. Sun, beach, city breaks,…
In today’s global landscape, we are not witnessing a simple technological evolution; we are seeing a reconfiguration of value and collaboration . Artificial Intelligence is not, in and of itself, the true competitive advantage. The new frontier belongs to those who achieve the most harmonious integration between computational power and human sensitivity. AI plus humanity no longer simply adds up, it multiplies. We…
In November 2024, for the first time, content generated by artificial intelligence surpassed that written by humans in the publication of online articles. According to a Graphite.io study that analyzed 43,000 English-language articles from Common Crawl, November 3rd marked the decisive threshold. Since 2020, the percentage of AI-generated texts had grown from 2% to 51%…
One of the most insidious risks of artificial intelligence is not that it will eliminate all jobs . It’s that it will begin to weaken some of the capabilities that make human talent valuable. That’s called deskilling. Deskilling occurs when a person stops developing or practicing a skill because a tool starts doing it for them. At first, it seems like efficiency . Later,…
Artificial intelligence is n’t dividing the world between smart and dumb, modern and old-fashioned, visionaries and laggards. It’s dividing it in a far more human way: between those who are excited, those who watch, those who fear, and those who resist. And that difference matters. Because AI isn’t just a technology . It’s a mirror. And like all true mirrors, it doesn’t always reflect the image we want to see. The…
The boundary between the human, the artificial , and the manipulated is no longer a future hypothesis . It is the new landscape of communication. According to estimates cited by Europol, up to 90% of online content could be synthetically generated. Not necessarily false, but certainly artificial. And from this arises a new economy: the economy of credibility. Images generated by artificial intelligence. Cloned voices. Manipulated videos. Unverifiable news. Automated opinions. Virtual…