The problem isn't AI, it's not knowing who you are without it.

This 2026, companies and personal brands have everything at their fingertips with a ChatGPT click: marketing plans, endless social media content, opinions, ideas... Work done in a flash. Everything seems easy, fast, and solved.

Well, no. They have everything... except internal hierarchy, clarity, and intention.

And without that, there's only noise. Constant noise that doesn't build real value or positioning.

Because producing isn't thinking. Communicating isn't having sound judgment. And saying a lot of things doesn't mean nothing matters. When everything is possible, what's truly lacking is the ability to DECIDE.

Where has analytical ability, self-criticism, and coherence gone?

Where is the judgment to prune What doesn't contribute, what's redundant, what sounds good but says nothing, and what doesn't sound like you? Who decides what to say and, above all, what not to say?

There's nothing more off-putting than reading someone on social media who seems solid, confident, and assertive, only to discover in person that they have a completely different personality. ChatGPT can't save you here. In real life, there's no prompts that uphold what is neither authentic nor credible. And without authenticity, there is no trust. And without trust, there is no choice.

So if you use artificial intelligence—I use it too—remember to also use your natural intelligence and the intuition you come with. Thinking, doubting, reviewing, discarding, and deciding what to include and what to exclude remains a human responsibility.

Artificial intelligence hasn't come to replace human thought, but to accelerate processes, free up time, and, above all, to demand something that cannot be automated: judgment, awareness, and responsibility for what is built.

When everyone can do everything with a single click, the difference is no longer the tool. The difference is the truth you are capable of upholding.