AI is everywhere: turn on your brain before someone else does.
The Italian Senate has just approved the Artificial Intelligence bill (DDL A.S. 1146). It’s a significant step forward, opening a new chapter—not just for those of us in communication, marketing, or creative industries, but for everyone.
Let’s be honest: a lot of people are worried. AI is intimidating. It’s fast, powerful, and—let’s admit it—pretty good at what it does. It saves time, cuts costs, and doesn’t seem to make mistakes. So yes, a bit of anxiety is normal. We’re all wondering: Will this thing eventually take over my job?
That’s not a paranoid question—it’s a realistic one.
But here’s the thing: we can either suffer through this shift, or learn to manage it.
This isn’t a trend. AI is here—and it’s working hard
You don’t need to work in an agency or call yourself a creative to be affected. Just look around.
That tool suggesting the best time to post on social media? AI.
The software optimizing your delivery routes? AI.
The smart irrigation system in your garden adjusting to the weather? Yep, AI too.
This isn’t just “tech stuff.” It’s workplace stuff. And it applies to everyone—from accountants to physiotherapists, office assistants to gardeners. The tools are changing. Those who learn to use them? They get ahead. Those who don’t… fall behind.
It’s not about AI. It’s about you
The new law says that AI is fine—as long as it doesn’t replace the intellectual core of your work.
And I think that’s a strong message: our human brain still matters. But only if we use it.
AI can’t read the room. It can’t feel, guess, or empathize.
Our real value lies in knowing when to use AI, why, and how. In making decisions, adding intuition and emotion—things only humans can do.
Managing change: it takes courage, not perfection
You don’t need to become a coding expert. But you do need to be open to transformation.
You need the curiosity to learn, the courage to test, and yes, the humility to make mistakes. No one has all the answers. But those who stop moving? They really do fall behind.
Managing change means accepting that some things won’t be like they were before—but also that something better might come out of it.
For those of us in communication, this is a pivotal moment: we can lead the transition, make sense of these new tools, and create human value through smart technology.
This isn’t just about surviving—it’s about evolving.
Every day is a choice: power down or power up?
Every morning, we get to choose: delegate everything—or stay active.
The new AI law reminds us that real value must remain human.
So let’s turn our brains on. Let’s put them front and center. Let’s learn to use these new tools without losing ourselves in the process.
Because AI doesn’t steal jobs. But those who know how to use it well?
They do.
And it’s never too late to start learning.
