Capability Versus Subtlety.

But since I am less of a political person, this is not what has occupied my mind most recently. What truly has, of course, is the rise of Artificial Intelligence.

Over the past year, my way of working seems to have changed completely, especially in its technical aspects — in the capacity to realize ideas. And to anticipate: I admit I have enjoyed it immensely. For a simple reason. I can suddenly do things that a year ago I could not even have imagined. It has opened new horizons — not only by expanding my technical capabilities, but also by giving me the audacity to think in new ways. All of a sudden, we are able to compete with the big agencies. We can focus more on what we want to achieve instead of merely on how to achieve it.

This feeling — let’s call it the search for beauty, for balance — is deeply subtle. And when I try to involve my precious collaborator, AI, its limits become increasingly clear. It cannot truly do this. Or rather, not without hours or even days of verbal explanation to describe something that the human eye perceives instantly.

Again, I do not wish to begin a debate about whether this is only a matter of time — or, perhaps more fundamentally, whether we will still need that human sensitivity in the future. I am simply not interested in that discussion here. I only wish to express this thought. And perhaps, last but not least, to break a lance for my beloved Italy — for my beloved Old World, Europe.