June, 2026
Our CEO, Gonzalo Ojeda, has published the opinion piece "La ilusión de la inteligencia" ("The illusion of intelligence") in Control Publicidad.
He questions the excessive trust placed in artificial intelligence for business decisions. Gonzalo acknowledges that AI optimises answers, but points out that good decisions require understanding the context, cultural sensitivity and accumulated experience, which general-purpose models lack.
He also warns against accepting answers simply because they sound convincing, and concludes that once everyone has access to the same tools, the difference will lie in human judgement and expert knowledge.