In the splendid setting of Teatro Parenti on the occasion of the IF! Italians Festival, organized for the tenth consecutive year by ADCI and UNA in partnership with YouTube, we celebrated a highly anticipated meet&greet with the current rockstar: generative artificial intelligence.

Stefania Siani, CEO and Chief Creative Officer of Serviceplan Italia and President of ADCI, and Carlotta Ventura, Chief Communications, Sustainability, and Regional Affairs Officer at A2A, delivered a presentation titled LAIF with the aim of reflecting on how we are working to make AI "Life compatible."

Until 2022, the impact of AI on highly creative jobs was considered low or non-existent. This scenario changes dramatically between 2022 and 2023 with the advent of generative models capable of creating texts and images without specific training, unlike traditional machine learning systems.

➡️ Complete automation?

➡️ Integration and performance improvement?

➡️ No impact?

The forecasts and international reports analyzed consider the second scenario more likely. Yet, the technology continues to evoke a sense of danger, as evident from the narrative of the AI ACT itself: the EU has chosen to narrate the world's first AI regulation following a risk-based approach.

During the presentation, reference is made to the need for rebranding. What if we got the naming wrong, and everything started again from the definition we attribute? Artificial Intelligence, to cite Lacan's famous theory of the "objet a," is "other," autonomous from humans: a name that contributes to perceiving it as an antagonist.

What if, by establishing, starting from the name, the human connection of this technology, we laid the groundwork for a more human narrative?