The article "Authenticity is the new luxury" describes a 2026 scenario where superficial content disguised as depth proliferates: influencers who only published emojis start writing philosophical essays, and opinion pieces reveal an absence of genuine opinion, reducing themselves to commonplaces. The author compares the content world to the "Watch Fair," where fake brands like Naike, Abibas, and Locaste pass for originals.
AI is described as a "corporate Ozempic" used indiscriminately, with excessive concern for form at the expense of content. In the relationship between clients and agencies, there has been a shift from non-existent briefs to almost academic compendiums that define each deliverable with requirements that the clients themselves cannot evaluate, resulting in budgets that make the tenders unviable.
The author expresses appreciation for AI as a tool for those lacking resources, but criticizes those who use it to work less by compromising critical thinking, or those who believe they can do business with AI only after a two-day prompt engineering course. He points out the irony between those who profit from AI and those who lost clients or jobs producing content for social media.
The article concludes that, in the age of AI, the value of authenticity has increased. People want genuine texts with opinions that add value, design that reflects specific values, and solutions designed for them. AI did not come to replace talent, but to expose it: those who have critical thinking, experience, and their own voice work better and faster, while those who don't only produce more quickly what was already mediocre.
