Artificial Intelligence

Introducing artificial intelligence into a company takes a few minutes.All it takes is opening an account, connecting a document or authorising an assistant to access an email inbox. Yet this very speed of adoption often makes the decisions taken along the way invisible: what data may be entered, which tools are authorised, who checks the … Read more

An artificial intelligence system can be accurate, fast and seamlessly integrated into business processes. Even if all this is true, one question remains: who can notice that it is going wrong, and stop it, before the error has consequences? Human Oversight (or human supervision) is the set of responsibilities, tools and procedures that enables a … Read more

An artificial intelligence system can pass every planned test and fail the moment it meets someone willing to misuse it. This is why adversarial testing exists: to deliberately expose an AI model or application to manipulative, ambiguous, extreme or malicious requests, in order to identify vulnerabilities, unexpected behaviour and potential for abuse before they emerge … Read more

There is no doubt that Claude is a different kind of artificial intelligence from the others.I’m not talking about performance, but about soul. One moment. I think a clarification is needed.I am not the kind of person who mistakes the liveliness of a machine for the glow of life. No, not that. Yet in my … Read more

Only human beings can hold copyright. This was established by the US Supreme Court, which on 2 March 2026 declined to review the ruling in Thaler v. Perlmutter.An artificial intelligence cannot be the author of anything. Any output generated autonomously by a machine is without protection. At the time, the matter seemed closed. Yet the … Read more

Semantic Authority is the degree of recognition that a generative artificial intelligence system grants to an entity, a brand, an author or a domain, as a reliable and structurally comprehensible source on a given subject, to the point of selecting it as a reference in the answers it synthesises for the user. It is a … Read more

 56% of people let AI decide which brand message deserves attention.Not the customers themselves. The algorithm, which to do so will summarise, select and rewrite. In short, the brand no longer speaks: it hands the floor to the machine. With consequences we can only imagine. Let’s find out more. The study The study The Preference … Read more

An AI agent for marketing is an autonomous software system that combines a large language model (LLM), a set of operational tools, persistent memory and a planning mechanism to execute complex marketing workflows without continuous human supervision, though to date it does not yet replace marketing consultancy. It is not a chatbot that answers questions, … Read more

AI agents do not merely generate content: they plan, decide and act. Agentic marketing brings this autonomy into campaigns, CRM and the customer journey.

Agentic marketing is the operating model in which marketing activities are designed, executed and optimised by artificial intelligence agents capable of making autonomous decisions, coordinating different tools and pursuing complex objectives without human supervision at every single step. It is not marketing automation in the traditional sense of the term, and the distinction is not … Read more