Those who work with words, images, ideas have already been replaced. Silently. First with promises. Then with efficiency. Now with AI.
Meta and Google have integrated artificial intelligence into the entire ad cycle. It writes the copy, draws the images, chooses who sees them. It does it alone, at scale, all the time. Because it’s cheaper. Because it works. Because it sells. Audiences click. Customers buy. Managers smile. Everything looks perfect.
But no one stops to look deeper. Who wrote that headline? Why am I seeing that image? Who sets the tone, the message, the intent? No one knows. Not even the person who paid for the ad. It’s all generated by a system that optimizes in real time, that invents, adapts, manipulates. Without transparency, oversight, responsibility. The line between information and manipulation is gone. This isn’t just advertising. It’s behavioral programming. And no one is in control.
AI is trained on our preferences, then uses them against us. It knows what we like, what makes us react, what makes us spend. It exploits it, amplifies it, repeats it. Google promises more “relevant” ads. Meta calls them “generative creatives.” But there’s nothing creative—just a nonstop stream of synthetic messages, tailor-made to hit us where we’re weakest.
And this is just the beginning. Every day, billions of ads are generated automatically. Without limits. Without authors. Without faces. And no one, literally no one, knows what’s really going on. AI isn’t helping creatives. It’s replacing them. And we’re being convinced by messages that no human ever wrote.
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Marco Camisani Calzolari
marcocamisanicalzolari.com/biography