Explore the ideas, reflections and stories shaping our approach to reputation and communication. 

Unfiltered AI: the risk of drowning communication in disposable content

An analysis of a growing phenomenon: AI slop.

On YouTube, AI-generated videos (babies in space, cats in surreal soap operas, recreated public figures) are now attracting millions of views.

In July, 9 of the 100 fastest-growing channels were exclusively producing this type of content.

For communication, this means more than noise: it represents an erosion of trust and the loss of authentic narratives. 

And European data confirms it — 84% support careful AI regulation, and most people associate trust with a visible human presence.

The answer? Transparency, curation and responsible use of AI, as demonstrated by VG, the BBC and El País.

Technology is inevitable. Quality is not optional.

Create from scratch or with artificial intelligence?

Create from scratch? Only if "scratch" comes with data, context and time to think.

The idea that creativity is somehow more "pure" without artificial intelligence is appealing - but unrealistic. There is a dangerous romanticism around "creating from nothing", a resistance without strategy. That is why it is urgent to integrate AI with vision, ethics and intention.

Because AI doesn't steal critical thinking.
It frees it.
It is not the end of creativity.
It is the opportunity to deepen it.

But for that to happen, we need to stop being afraid.
Afraid of losing control.
Afraid of change.

To communicate intelligently today means this:
Knowing how to integrate the artificial without losing the human.
And leading the change, before we are overtaken by it.