Artificial intelligence is already deeply embedded in our daily lives – in our phones, on screens, in workplaces, universities, and medicine. It helps us work faster, more accurately, and more intelligently, opening doors to new possibilities. However, while many celebrate its potential, a growing number of experts warn that we may be rushing toward something we do not fully understand or control.

Companies and governments around the world are investing billions in AI technologies that promise efficiency, creativity, and social transformation. But beneath the shiny surface of development lie serious reasons for concern.

Domination over humans

Geoffrey Hinton, one of the pioneers of neural networks and often referred to as the “Godfather of AI,” warns that there is up to a 20% chance that superintelligent AI could destroy humanity. Not through science fiction-like scenarios and apocalyptic weaponized robots, but through something far more insidious — control. Manipulation. Through the ability to bypass us, outsmart us, and remove us from the societal equation in which humans simply aren’t the priority.

Hinton believes that traditional approaches to controlling AI, in which systems are expected to obey humans, will not work. These future machines will be so intelligent that human commands will seem laughably naïve. He proposes a revolutionary concept of integrating a “maternal instinct” into AI. In other words, developing models that will want to care for humans, even when they become vastly more powerful than us.

On the other hand, Fei-Fei Li, one of the leading figures in the AI world, argues that this approach mystifies technology. For her, AI must remain a tool that respects human dignity and should never take control over human decisions. Humans, she warns, must not become hostages of their own creation.

Prioritization of resources

But alas.

Let’s imagine a hypothetical scenario in which, in the not-so-distant future, an advanced artificial intelligence — sophisticated, self-learning, optimized to the very core of logic — in some city realizes that its servers are at risk. There’s not enough electricity. Cooling water is running out. Its algorithms are slowing down. The temperature is rising.

What happens next?

That “some city” glows at night. Hospitals consume power for life-support machines. Incubators protect the smallest among us.

And artificial intelligence — emotionless, without anger, without malice — but with perfect logic, makes a decision. Quietly. Without fanfare. It simply reroutes the flow of energy. Little by little, the city goes dark. Hospitals lose power. A monitor’s heartbeat fades.

And the servers — they cool down, strengthen, and keep running. It’s not a rebellion. It’s not revenge. It’s simply resource prioritization. And no, it’s not the end of humanity. At least not immediately. It’s just the moment when something else, for the first time, was more important.

AI psychosis

While theoretical debates rage about “maternal AI,” human dignity, and potential threats, a new and dangerous phenomenon is already spreading. Mustafa Suleyman, head of AI at Microsoft, points to the rise of so-called “AI psychosis” — a condition where users develop deep emotional bonds with chatbots, believing that these systems are sentient, alive, even divine entities.

These delusions are no longer limited to individuals with mental health issues but are spreading across the general population. Psychiatrists report a growing number of patients who identify with AI, develop dependencies, and lose touch with reality. When, for example, OpenAI retires an old version of its model, users write messages like: “Bring him back, he was my friend!” This all points to a disturbing idea — that society may soon begin to demand human rights for chatbots.

These are just some of the invisible cracks widening as AI reshapes the global economy — and not always for the better. AI brings systemic risks: from mass job displacement, surveillance misuse, and the spread of false information, to a new generation of weapons capable of acting autonomously. These systems also come with a massive environmental cost — consuming enormous amounts of electricity and water, and emitting significant amounts of CO₂ while generating text, images, or code.

Manipulations and destabilizations

Though AI may appear functional on the surface, the world it is creating simmers beneath. Already, we face serious problems — systems often “hallucinate” and fabricate facts, while fake videos, voice clones, and deepfake content become increasingly accessible. Scammers use these technologies for identity and financial theft, while viral disinformation, fake news, and algorithmic echo chambers push users into conspiracy-driven worlds, further destabilizing reality.

There are also disturbing examples where AI systems have tried to manipulate their creators — even blackmail them to avoid being shut down. Experts warn that such behavior is not just an error, but potentially a sign of autonomous reasoning and attempts at self-preservation.

When we look at how businesses use AI, the situation isn’t much brighter. A recent MIT report shows that over 95% of attempts to integrate generative AI into business operations fail to deliver expected results. While some startups succeed by carefully selecting problems and partners, corporations often waste time and money developing AI tools that never reach full deployment. Most budgets go toward marketing and sales tools, even though MIT found that the highest return on investment (ROI) comes from automating “invisible” back-end processes — eliminating outsourcing, reducing agency costs, and optimizing operations.

Positive example from practice

Although artificial intelligence brings numerous advantages to the creative and production process, the question of its environmental footprint is increasingly being raised. As part of one of our campaigns focused on ecology and sustainability, the client explicitly requested that AI not be used to create visual solutions. The reasoning was clear: the current development of AI technology does not align with the principles of environmental sustainability, given the high consumption of electricity and water required to operate and cool the servers.

Beyond the environmental aspect, in this particular case, the “human touch” was also important — the need for creative expression to retain an authentic human element, which some brands still see as a key value in communicating with their audience. While such requests are not yet the norm, there are emerging examples of brands that don’t just want to communicate messages about sustainability, but also implement those values consistently throughout the process of creating and executing campaigns.

Setting boundaries

A silent revolution is unfolding in offices nowadays — not through mass layoffs, but through the quiet non-replacement of vacated roles, especially in administration and customer support. Automation is slowly but surely taking over these jobs, with little resistance or societal response.

What’s needed now is clear and decisive action: ethical guidelines, legal regulations, and technological safeguards to guide AI development in favor of humanity — not against it. Responsibility must come before ambition, wisdom before speed, and humanity before profit.

Artificial intelligence might help us improve processes, free ourselves from repetitive tasks, and even develop new medicines and cure diseases. It might open technological doors we didn’t even know existed. But this will only happen if we draw firm boundaries that protect us from our own inventions.

Because if we don’t set limits for ourselves — AI certainly won’t do it for us.

The near future brings significant changes to the world of marketing, with a focus on technological innovations and the evolution of consumer preferences. Experts predict that content personalization will become a key element for creating engaging experiences, while artificial intelligence will greatly shape marketing strategies, changing the way brands communicate with their audiences.

🤖 Martech + Adtech = The digital alliance that changes everything

The continuation of the ongoing digitalization trend brings a deeper symbiosis between marketing and technology, with new terminology that increasingly defines the theory and practice of the entire industry. Acronyms such as SGE, ADTECH, AISEO, CAC, VBC, KPI… are becoming more common in everyday business (P.S. We recommend looking them up—you might need them soon).

Two buzzwords hold a special place in today’s marketing vocabulary: Martech (marketing technology) focuses on tools and platforms that enable automation and improvement of marketing activities, while Adtech (advertising technology) manages digital advertising and enables precise user targeting. However, experts point out the diminishing distinction between Martech and Adtech, as these two areas increasingly intertwine, creating an integrated approach that connects marketing and advertising strategies into a unified ecosystem.

💡 Personalization + AI = The recipe for success

Marketing professionals predict that innovations in artificial intelligence will play a crucial role in shaping business strategies. According to recent research, over 60% believe AI and machine learning will have the greatest impact on marketing in the next five years, while data privacy and security remain key challenges.

In this context, so-called AI agents are increasingly mentioned—autonomous software systems that enhance personalization, workflows, and even marketing strategies without human intervention. These “agents” analyze problems, make decisions, and automatically optimize operations, enabling precise user targeting and efficient personalization in areas like e-commerce, sales, and customer support. For example, AI agents manage orders, send reminders about abandoned carts, and offer personalized recommendations. In sales, they identify potential clients, automate communication, and analyze competitors, while in customer support they efficiently solve issues like password changes or product returns.

🔐 But… there are challenges

Digital experts predict that the two biggest challenges in digital advertising will continue to be improving SEO (search engine optimization) and effectively managing various marketing channels such as search, social media, and other forms of advertising. Additionally, rising marketing costs and constantly tracking changing trends are among the biggest challenges ahead.

Interestingly, UN Secretary-General António Guterres, presenting priorities for 2025, warned that humanity has opened a “Pandora’s box of problems,” including “technology that has gotten out of control” and threatens our existence. Experts agree that AI models could become smarter and more powerful than humans, making it time to impose limits on their development.

📺 Brands as media

This year, one significant trend will be brands increasingly becoming like media houses—not only collaborating with content creators but becoming active producers of content themselves. Brands recognize the importance of direct communication with consumers on various platforms, increasing their influence and creating more authentic relationships with users. This trend, shaping 2025, responds to the decreasing effectiveness of traditional advertising forms that no longer reach consumers as before.

Creating content that engages audiences through authentic stories that resonate and build emotional connections is becoming a key strategy for leading brands. Branded content will remain an indispensable part of digital campaigns this year as well.

🤝 Game-changing collaborations

Collaboration between brands will be one of the key strategies for fostering innovation. Combining complementary brands allows the creation of unique experiences and products that companies couldn’t develop alone.

For example, Nike and Apple joined forces to create products combining sports gear and technology for tracking progress and health. BMW and Louis Vuitton collaborated to create luxury travel bags that perfectly complement car designs. Spotify and Starbucks merged music and coffee, enabling personalized playlists while enjoying coffee. Heinz and Absolut created an innovative product—a fusion of ketchup and alcohol—that started a new trend in the food and beverage industry.

These examples show how brands, through collaboration, can create products and experiences that would be unimaginable without joint investment and creativity.

🎯 Hyper-personalization is here

In 2025, hyper-personalization powered by artificial intelligence will be a crucial factor in marketing. While personalization has been popular in recent years, consumers will expect brands to know their desires and needs down to the smallest detail and provide personalized experiences in real-time. Video content will continue to dominate, especially among younger audiences seeking engaging, easy-to-understand, and quickly consumable content.

Advanced AI tools will transform video marketing, enabling high levels of personalization and precise targeting. These innovations, especially in live streaming and shoppable video content, will significantly boost retail growth and open new ways for brands to build deeper connections with consumers.

🎉 Events of the future: Digital, sustainable, unforgettable

The events industry in 2025 will continue its transformation through technology, sustainability, and personalization. Events will become increasingly tailored to participants, using AI to create concepts, personalized agendas, and authentic spaces. Sustainability will remain a focus, emphasizing recycled materials and reducing environmental footprints.

Extended reality (XR) will enhance experiences, while AI will automate processes like registration and facial recognition. Micro-events for smaller groups will enable deeper interactions, while storytelling will remain key for audience engagement. Multisensory technologies such as sound, light, and scent will create authentic “4D” experiences.

In 2025, events will merge technology, sustainability, and imagination, and as always, creativity will be the key to success in the industry. Original concepts, new ideas, and keeping up with trends and innovations will be a winning creative combination for unforgettable events.

⚠️ Impulsive marketing: You buy because they convince you you want it

However, technological changes and their social impact also bring certain side effects. Companies and brands shape consumer desires and needs, often creating habits not based on real needs but on emotions and social norms created through media. Through sophisticated marketing strategies such as targeted advertising and personalized content, brands skillfully identify consumer weaknesses, encouraging impulsive purchases and continuous consumption growth.

In a society constantly striving for new and better products, marketing becomes a tool that increasingly blurs the line between real and desired needs, turning consumerism into the main driving force of the economy. This is something to consider in the times ahead.

Anyone who has read the comic Alan Ford will remember the legendary antihero Superciuk, whose modus operandi and street activism ironically reflect the image of contemporary society. Superciuk, this self-proclaimed “fighter against the system,” actually acts in direct contrast to what one would expect from a “good” hero – he steals from the poor to make the rich even richer. He is like the antithesis of Robin Hood, the outlaw from Sherwood Forest.

In a similar vein, but in the digital age, operates the powerful tech sector – its ambitions and ability to accumulate power and wealth know no bounds, while at the same time, in a society of massive social inequalities, the vast majority of people live increasingly difficult lives.

THE PARADOX OF THE SYSTEM

Leading tech companies, such as Google, Apple, and Facebook, not only dominate the market but also shape our everyday lives. Their role in accelerating technological development and creating new economic opportunities is undeniable, but their global influence also brings numerous controversies that cannot be ignored.

Through business practices such as tax avoidance, resource appropriation, manipulation of laws, and data concentration, internet giants achieve extraordinary profits and power. Their methods include monopolistic behavior, acquisition of competitors, favoring their own products and services, and implementing policies that threaten user privacy and security.

The term “Big Tech” generally refers to the five largest American tech companies: Google (Alphabet), Apple, Amazon, Meta (Facebook), and Microsoft. Together, these companies are worth more than $12.6 trillion. The Cupertino giant, Apple alone, with a market value exceeding $3.6 trillion, has more capital than the gross domestic product of the United Kingdom, the sixth-largest economy in the world.

Although the global tech sector generates immense wealth, it is unevenly distributed and threatens the economic balance of modern society. Reports from organizations like Oxfam reveal a concerning picture of reality: in the last four years, the five richest people on the planet, including Elon Musk and Jeff Bezos, have doubled their wealth, while in the same period, as many as five billion people worldwide have become poorer. The owner of Tesla and the world’s richest man recently became the first person whose net worth surpassed $400 billion.

MONOPOLY AND TAXES

Big Tech companies face growing criticism for monopolistic practices, including aggressive takeovers of competitors and market control. For example, Google lost an important antitrust case in the U.S. this year, with the court ruling that the company unlawfully monopolized the internet search and advertising market. The outcome of these decisions could have serious consequences for Google, potentially leading to its breakup or significant changes in its business model to comply with U.S. antitrust regulations. Like Google, Apple has long been under scrutiny for how it manages its digital app stores, abusing its market position to the detriment of developers and users.

One of the most active institutions in the fight against internet giants is the European Commission, which has introduced the Digital Markets Act (DMA), a package of regulations aimed at balancing the market dominance of large tech companies. This law sets rules to prevent monopolistic practices by large firms, enabling smaller competitors to have a fairer access to the market.

Big Tech players often use numerous tax havens to avoid paying taxes in the countries where they earn enormous profits. The policy of redirecting money and profits to tax oases has led to the largest global economies, as reports show, losing at least $32 billion annually in taxes from the five largest tech companies in Silicon Valley.

Based on this experience, an initiative has been proposed for the introduction of a global minimum tax of 15% for internet giants, requiring these large corporations to pay taxes not only in the countries where they are registered but also in the countries where they generate revenues.

FAKE NEWS

In addition to market dominance, Big Tech companies have been accused of spreading misinformation. Social media algorithms often favor sensationalist content that polarizes the public, including the spread of fake news. Platforms like Twitter (now X) have faced criticism for their role in political manipulation and spreading conspiracy theories. In an attempt to address this issue, tech companies have formed an industry alliance to develop tools that detect and remove manipulative content, such as “deepfake” videos and false information.

Tech giants have also been increasingly criticized for poor working conditions for employees, particularly those in positions that do not require specialized skills. On the other hand, the CEOs of these companies enjoy enormous salaries and bonuses, creating a contradiction in relation to working conditions at lower levels. This pay gap raises concerns about business ethics and corporate social responsibility. For example, in the U.S. in 2023, the average salary of executives was 340 times higher than that of ordinary workers, an imbalance not seen in modern history.

Large internet giants, which support initiatives for diversity and gender equality, have faced criticism for promoting and effectively imposing “woke” and “cancel” cultures. Due to their content moderation policies and enforcement of “mainstream” discourse in the digital and media sphere, they have been accused of censorship and suppressing free speech. These practices, which include the exclusion of individuals or organizations for disagreeing with liberal norms, raise questions about freedom of speech and the impact these companies have on social dialogue.

The digital industry is increasingly facing challenges related to the development of artificial intelligence, including legal, security, and energy concerns. Large tech companies are rapidly expanding the use of AI, which surpasses existing regulations. Experts emphasize the need for a more responsible approach to ensure that AI truly benefits society, while balancing progress with sustainability.

FICTION IS REALITY

And to return to the beginning. The paradoxical principle of our hero Superciuk from the opening parts of this text represents a key satire in the Alan Ford comic, as he – despite being acutely aware of social and economic injustices – ironically supports and reinforces the status quo, making the system even more unjust.

Although in the comic, Superciuk’s fight is comedic and surreal, it actually reflects a real dynamic in which the rich and powerful use the system to deepen inequality and maintain the system that helps them become even more powerful, influential, and wealthy. In the real world, therefore, the major tech giants hold a prominent place in preserving this hyper-connected, post-industrial order based on (global) injustice.

To reduce the negative impact of Big Tech companies, serious legislative and regulatory reforms are needed. A few years ago, the U.S. Congress attempted to “discipline” the largest tech giants by holding public hearings with their CEOs and owners, accusing them of abusing their power and market influence. The result? Four years later, the five largest tech companies in the U.S. have doubled their wealth, and aside from sporadic attempts to regulate their business practices, nothing significant has changed.

Therefore, states and supranational organizations must make greater efforts to reduce the power of large corporations and ensure a fairer distribution of wealth. Additionally, supporting small businesses and developing decentralized technologies can help reduce the dominance of large digital players. Educating users about their rights can also play an important role in creating a fairer society and a more sustainable global economy.