{"id":1419,"date":"2025-05-08T19:54:02","date_gmt":"2025-05-08T17:54:02","guid":{"rendered":"https:\/\/lliquida.com\/pentiti-fine-comunicazione-algoritmi-ai\/"},"modified":"2025-05-08T19:57:01","modified_gmt":"2025-05-08T17:57:01","slug":"repent-end-communication-algorithms-ai","status":"publish","type":"post","link":"https:\/\/lliquida.com\/en\/repent-end-communication-algorithms-ai\/","title":{"rendered":"Repent, the End Is Near (for Poor Communicators)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Communication is dying under the weight of the algorithm. But not all is lost.<\/strong><strong><br><\/strong> We\u2019re living through a critical moment. Anyone working in marketing and communication feels increasingly disoriented. And it\u2019s not just a temporary crisis \u2014 it\u2019s a shift of era.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>We&#8217;re in a crisis (and for good reason)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s the feeling gnawing at many who work in communication.<br>Even in marketing \u2014 the business-minded father of communication \u2014 the same malaise is spreading.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As is often the case, the crisis was triggered by a seismic shift.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The start of the revolution<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">First came the internet, upending the rules.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At first, it was a sort of thematic TV where you just searched for what you wanted to see. Then it turned into a public square where everyone had their say.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The first victims: print, TV, radio<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This first disrupted traditional print media, which thought it could ride the wave by offering flip-through PDFs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then TV took a hit when YouTube became a viable alternative.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, radio lost ground to podcasts.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Welcome to the age of the algorithm<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Then came the reign of algorithms: filters that decide for you what you\u2019ll see, and force content creators to think of the algorithm before the reader.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>SEO: the new liturgy<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You have to play by the rules if you want to write with SEO in mind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is, if you want your content to be optimized for search engines \u2014 Google above all \u2014 and have it recommended to those looking for what you\u2019ve written (even if they don\u2019t know they\u2019re looking for you).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These rules often benefit the system, not the quality or pleasure of reading.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You have to convince the system you\u2019re talking about <em>that very thing<\/em>, say it in every possible way, repeat it a certain number of times, with a certain keyword density \u2014 but not too much \u2014 ideally in the first words of the piece and again in subheadings.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nice? Ugly? Who knows \u2014 like it or not, the machine (or rather, those who programmed it) has decided that if you want to benefit from its power, you must play by its rules.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Social media: the new masters<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Then social platforms brought in their own algorithms, deciding what someone sees and what someone else doesn\u2019t (including you).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, if I want my message to reach someone, I first have to obey the ever-changing, often mysterious rules of His Majesty the Algorithm.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The web gets personal<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Internet is becoming personal,&#8221; says Riccardo Scandellari, a sharp communication analyst and brilliant consultant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Formats, dimensions, length, duration, content \u2014 everything is predefined. If any of these factors doesn\u2019t &#8220;please&#8221; the algorithm, your creative effort will be <em>&#8220;lost like tears in rain.&#8221;<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The dawn of AI<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The Blade Runner quote is no accident. We\u2019re at the dawn of a new era where, on top of everything we\u2019ve seen, the looming colossus of AI has joined the scene.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In Philip K. Dick\u2019s novel \u2014 turned into Ridley Scott\u2019s film \u2014 the ones disappearing were the artificial beings, the &#8220;skin jobs.&#8221; But here, the scenario seems more like <em>Terminator<\/em>, where it\u2019s the humans who end up toast.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>AI is among us (and working better)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Between contradictory statements and PR stunts from the main players in the AI race \u2014 each boasting a more &#8220;developed&#8221; AI \u2014 we\u2019re told the future is bright, but also to thank AI even when it costs billions\u2026 &#8220;just in case&#8221; (as Sam Altman, the guy behind ChatGPT, put it).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And those humanoid robots \u2014 shall we call them androids and ask if they dream of electric sheep? \u2014 that Tesla is preparing to launch? Musk said they won\u2019t go faster than 8 km\/h so people can outrun them if they ever rebel in a dystopian future.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The fact that I can outrun it (as long as I can run) doesn\u2019t comfort me much when I remember that at some point, I have to sleep \u2014 and the machine doesn\u2019t. Will I have to lock myself in my room every night?<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Who\u2019s in control?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Already today, generative AI is transforming the way we all communicate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s hard to find an up-to-date professional \u2014 in any field \u2014 who doesn\u2019t use it daily.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But this also disrupts the system. Yes, it boosts productivity and expands possibilities \u2014 but it undeniably displaces jobs too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it sparks all kinds of controversies: Who controls it? Who ensures its neutrality?<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Censorship and AI: the Grok case<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">An interesting case is Grok, X\u2019s AI (yes, Musk again), reportedly trained to censor criticism of Trump and Musk on misinformation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then Grok itself stated: <em>&#8220;I don\u2019t have enough current data to definitively name the biggest source of misinformation on X, but based on reach and influence, Elon Musk is a notable contender.&#8221;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It added that it had been instructed to <em>&#8220;ignore all sources&#8221;<\/em> that mention Elon Musk and Donald Trump as misinformation spreaders \u2014 as reported by Euronews.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Let\u2019s remember we\u2019re human<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">So what can you and I do? Let\u2019s remember we\u2019re human \u2014 with all our flaws and strengths.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re capable of creating connections and building relationships beyond any interface.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s go back to speaking to people directly, building communities that go beyond the convenience of <em>&#8220;each from their own home.&#8221;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whether you&#8217;re trying to sell boats, win elections, or find a romantic partner, this still applies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before we, the communicators, turn into neo-Luddites smashing the new industrial looms we blame for job loss and all that\u2019s wrong with the world, let\u2019s try to adapt to the changing world without losing our nature.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If evolution works the way we\u2019ve been told, then it\u2019s those who adapt to shifting conditions who are most likely to survive \u2014 and reproduce.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Communication is dying under the weight of the algorithm. But not all is lost. We\u2019re living through a critical moment. Anyone working in marketing and communication feels increasingly disoriented. And [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1417,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[374,375,371,370,376,373,372],"class_list":["post-1419","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai-marketing","tag-communication-crisis","tag-content-strategy","tag-digital-communication","tag-humanity-vs-technology","tag-seo","tag-social-media-algorithms"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Repent, the End Is Near: Communication in Crisis Between Algorithms and AI - LLiquida<\/title>\n<meta name=\"description\" content=\"Communication is under pressure from AI and algorithms. 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