Hey👋,
I'm Giacomo

Everyone: “Ai will take our jobs!”

Marketing people:
Sure, let it try juggling 10 custom requests, endless back-and-forths, fake “emergencies,” and your CEO who can’t find the ads on Google 😂

Reality is,

Ai thrives on linear, consistent, and predictable tasks.

That’s why it's already disrupting jobs for:

✍️ Writers
💻 Developers

As this Financial Times research shows, these are the most impacted roles so far.

On the other hand, "low-skills" jobs like assistants, travel agents and similar are barely touched, for now.

Why?

Because Ai (still) sucks at navigating human relations, irrational behaviour, and chaotic calendars.

I often say marketing is one of the most Ai-impacted industries.
And it’s true, but not in the way people think.

Unlike in coding, where Ai is easily replacing freelancers and contractors, in marketing Ai still cannot handle the "mess" of juggling between different projects, stakeholder expectations etc.

As someone smarter than me once said:
"everyone has an opinion about marketing, even though they know nothing about it".

Marketers might not like this, but they still have to handle all different opinions, the "mess". Something Ai is proving not good at.

Rather, AI is augmenting marketing work by increasing productivity and decreasing costs.

So paradoxically, Ai might actually increase the relevance of marketing inside orgs, driving more hires, not fewer.

Meanwhile, the tech crowd is facing the irony of their own efficiency:
“workflow optimisation made tech roles more, not less, fragile.”

link to the article in comments.

Studying with a view 😊

Ai isn’t just a technological revolution.
It’s an organisational and productivity revolution.

For the past couple of years, most of us have just played with it.
But playtime is over.

Especially in marketing.

Unlike IT, where processes are often structured and gated, marketing is full of creativity, opinions, and unclear processes.

So while it’s easy to experiment with Ai here, it's incredibly hard to deploy it across professional workflows.

But it doesn't have to be:
💡 First simple step: get your company on ChatGPT Enterprise.

Every employee can include GPT in their daily workflow, in a secure manner.

→ Marketing teams can create CustomGPTs for generating visuals and copy that always follow brand guidelines.

→ Global companies can build CustomGPTs for consistent translations across markets.

And now, Google is rolling out the AI Function for Google Sheets.
Meaning Ai becomes as seamless as writing a formula.

The end goal should be higher productivity, which means:
→ More done in less time

As simple as that.

Ai is transforming marketing in 2 big ways:

1. Increasing marketers productivity.
2. Shaping consumer behaviour.

If you're in marketing, you must ride both waves.

1️⃣ Ai is not replacing marketers. Quite the opposite!
It’s making them more productive and more valuable to their bosses.

In-house marketers using Ai tools can now:

→ Design visuals and videos without agencies.
→ Write high-performing, multi-language copy.
→ Analyse data like a full-blown data scientist.

10x the output!

2️⃣ Consumers are also changing.
They’re searching with Ai tools, not just Google.

Your brand must be found there!

Plus, Ai agents will go even further, completing full purchases on our behalf.

Think fo the prompt:
“Buy me the best running shoes between €100–150.”

What brand does the agent pick?
What site does it trust?
Which product wins?

Welcome to the marketing questions of 2025!

Let's talk numbers...

▶ The S&P500 drop was the 5th worst since WWII.

▶ After peaking in 2022, US inflation was back under control, only to increase again in 2025.

▶ US consumers now expect the same level of unemployment as during the financial crisis.

▶ Business confidence in the US dropped again, after increasing in 2024.

▶ Weekly bankruptcy filings in the US reached the same levels of 2020, and almost the same level of 2009, at the peak of the financial crisis.

▶ There's now recession probability of 45%.

Not too bad 😅

Ai use case of the day:

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draw financial charts in minutes.

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Few days ago I published a chart showing the performance of some financial assets including Bitcoin and Gold.

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Instead of downloading the data from somewhere and format a chart in Excel (would have taken me around an hour), I asked ChatGPT to make it for me (few minutes work).

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Lately, I've been a bit disappointed with the Data Analysis feature of GPT, therefore I just asked to write a Python script and I simply pasted it into Google Colab.

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Step 1: ask GPT to create a Python script.

Step 2: create a new project in Google Colab.

Step 3: literally just paste the script in the project.

Step 4: click on the play icon and run the script.

Step 5: download the chart in an image format.

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That't it!

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Maybe Trump should have listened to his own advice of "making sound financial decisions" 😅.

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His companies have filed for Chapter 11 bankruptcy protection six times!

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1991: Trump's Taj Mahal in Atlantic City filed for bankruptcy due to inability to service its debt.

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1992: Trump Plaza Hotel filed for bankruptcy, leading Trump to lose his 49% stake in the hotel to lenders.

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1992: Trump Castle Hotel and Casino filed for bankruptcy.

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2004: Trump Hotels and Casino Resorts filed for bankruptcy; Trump reduced his ownership from 56% to 27%.

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2009: Trump Entertainment Resorts filed for bankruptcy after missing a bond interest payment.

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2014: Trump Entertainment Resorts filed for bankruptcy again and was later acquired by Carl Icahn in 2016.

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2025: America files for bankruptcy after introducing random tariffs? 😐

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But wait, it was an April's fool! 🤣

When a chart says more than a thousand words.

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Welcome to Make America 19th Century Again 🇺🇸😂

Hey, wasn’t Bitcoin supposed to be the digital gold??

To me, it just looks digital, not gold. 🤣

As always, Bitcoin is moving in the same direction as the stock market.
No hedge whatsoever.

Meanwhile, gold does exactly what an hedge asset is supposed to do:
it moves in the opposite direction of the stock market.

And it's done the same for decades now.
It starts growing when things get euphoric in the stock market, and then spikes when crisis finally hits.
It happened in 2008 for example.

So no,

Bitcoin ≠ Gold

At best, "it’s a tech stock with a fan club." cit. ChatGPT

I’ve been absent from LinkedIn for two weeks.

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I was busy…

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Taking flight lessons!

(no, I wish 😅)

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But I did fly, thanks to my incredible pilot friend, Rafal PAWLOWSKI, PhD.

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Sometimes we forget why we work.

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We don't work to afford stocks or Bitcoin.

And seeing it all vanishes at the next White House press conference 😂

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We work to afford time and money for experiences like this.

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Rafal’s passion for flying is pure.

No agenda. No career goals.

Just pure passion.

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And that’s what life should be about.

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I am passionate about posting here on LinkedIn.

But let’s be real… I have an agenda behind it.

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There’s nothing wrong with pursuing strategic goals.

But let’s not forget, not everything needs to have an agenda.

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Some passions should just… fly ✈️

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That said, I have indeed been busy, not just flying, but creating something I’m genuinely proud of.

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Final touches in progress, can’t wait to share it here soon!

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It’s a passion project, that happens to align with my agenda :)

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Until then, I’m back to my regular posting.

And hopefully, more flying too!

If this is isn't a work revolution I don't know what else is.

ChatGPT saved my weekend, again!

More precisely, o1 and o3-mini-high saved my weekend.
GPT-4o is a 2-year old kid in comparison.

Crazy stuff,
let's goooo ski now!!!