A little courage

The players in AI have given us another dizzying week.

Sam Altman announces the end of the mobile phone and joins forces with Jony Ive, the iconic designer of the iPhone. Google impresses with simultaneous translation on Meet. Claude, Anthropic's model, gets a new skin. GPT-4.5 is on the way. And in their wake, a swarm of GEO guides and platforms springs up, promising brands first place in AI engines, without ever really explaining how.

In this sound and fury, and in the numbing din of content generated by AI, it takes courage to keep the flame of brand singularity alive. But that is THE condition for not disappearing from the new digital world.

The fuel of that flame, the raw material of AI, is the sources it uses to talk with us.

And those are what we have to cherish, and keep improving. They demand work that is qualitative, technical, architectural, strategic, and creative. They belong to the long time of patience, of organization, of cultural change.

And they are what puts communications expertise back at the center of the game.