I Am No One
I Am No One
The sequel to "You Are Useless". A confession about how I slowly became no one: chasing numbers, scrolling Instagram for 8 hours, letting AI think for me. And why fighting to be someone is the only work left.
Presented by
Speakers
Track: Marketing & Creativity
Language: English
We are living through the largest expansion of creative power in human history. Anyone with a laptop can now generate, iterate, and ship in minutes what used to take teams and weeks. And yet, in the same moment, something strange is happening: we are all starting to sound the same, look the same, think the same.
I know because I watched it happen to me. As a Creative Director in Milan I spent years believing I was building something distinctive, only to realize I was quietly disappearing into my own agency, into the algorithm, into the polished replies of a model that finishes my sentences before I do. Two agencies pitched me the identical idea last year, not because they copied each other, but because they both prompted the same machine. That is the real story of AI right now.
"I Am No One" is a talk about the paradox of this era: technology has given us more ways than ever to express ourselves, and more ways than ever to blend in. Being no one has never been easier. Being someone has never been harder.
Drawing on a decade of leading creative work for global brands, on my teaching at IED, and on lessons my kids taught me faster than any model ever will, I share what I believe is the only real job left for creatives, leaders, and anyone who still cares about authorship: to fight, on purpose, to remain someone. To risk being wrong. To keep a point of view when everything around us is optimizing toward the average.
Because as long as you have a story worth telling and a crowd willing to listen, you do not die. Everything else, the machines can already do.
I know because I watched it happen to me. As a Creative Director in Milan I spent years believing I was building something distinctive, only to realize I was quietly disappearing into my own agency, into the algorithm, into the polished replies of a model that finishes my sentences before I do. Two agencies pitched me the identical idea last year, not because they copied each other, but because they both prompted the same machine. That is the real story of AI right now.
"I Am No One" is a talk about the paradox of this era: technology has given us more ways than ever to express ourselves, and more ways than ever to blend in. Being no one has never been easier. Being someone has never been harder.
Drawing on a decade of leading creative work for global brands, on my teaching at IED, and on lessons my kids taught me faster than any model ever will, I share what I believe is the only real job left for creatives, leaders, and anyone who still cares about authorship: to fight, on purpose, to remain someone. To risk being wrong. To keep a point of view when everything around us is optimizing toward the average.
Because as long as you have a story worth telling and a crowd willing to listen, you do not die. Everything else, the machines can already do.
• Why the biggest risk of the AI era is not being replaced, but slowly disappearing into the average
• How AI has collapsed the creative process into a single click, and what that quietly takes from us
• Why two different teams can now arrive at the exact same idea, and what it means for authorship
• What machines still cannot do, and why it is the most human part of the work
• The only job left for creatives, leaders, and anyone who still cares: to fight, on purpose, to remain someone
• How AI has collapsed the creative process into a single click, and what that quietly takes from us
• Why two different teams can now arrive at the exact same idea, and what it means for authorship
• What machines still cannot do, and why it is the most human part of the work
• The only job left for creatives, leaders, and anyone who still cares: to fight, on purpose, to remain someone
