I could keep it to myself. Many do.
They publish AI-written text without a word of warning. They make videos with digital avatars and present them as if they themselves were in front of the camera. They use algorithmically generated images without a note, a credit or even a mention. And they keep building an online presence that looks more and more like a carefully staged set.
I prefer a different path. Not to look virtuous — to be consistent. I wrote an entire article about how form has replaced substance in Italian marketing. It would be rather ridiculous to hide my own tools while criticizing people who hide theirs.
So, let’s be clear.
The writing
The ideas are mine. The point of view is mine. The voice is mine. AI comes into the process as an editing tool — to refine the structure, tighten the rhythm and remove redundancies you stop noticing after rereading the same piece too many times. It is the same work a good human editor would do. Only faster, and available at eleven at night when I finally have time to write.
I’m not exactly sitting around with time to kill: I run an agency, work with clients, build projects, write for this site and for the newsletter. There are only so many hours in the day. AI lets me publish as often as I want without lowering the quality of what I write. If that bothers you, I understand — but at least now you know.
The videos
I use an AI clone to produce videos. This means that in some content you will see a digital version of me — not me in front of a camera, but an avatar built from my voice, my face and the way I speak.
I do it for a practical reason: traditional video production takes time, energy and a continuity of physical presence that I cannot always guarantee. The clone lets me show up consistently without logistics becoming an obstacle.
I do it according to a few rules I have set for myself. The clone does not say things I do not think. It does not simulate experiences I have not had. It does not create a version of me that is more polished, more available or more enthusiastic than the real one. It amplifies who I am — it does not replace me. And when a piece of content needs my real presence — a position I am taking, a delicate message, something that needs me physically present — it is me, in the flesh, in front of the camera.
The images
Some of the cover images for articles are generated with visual AI tools — Nano Banana, ChatGPT or others. I do not use stock photography, and I do not commission an illustrator for every piece. The images are there to create an atmosphere consistent with the content: I treat them as I would a photographic choice, with a precise brief and a clear intention. If that ever changes, I will say so here.
The principle behind all this
Technology amplifies who you are. It cannot replace you.
If what you have to say is empty, AI produces emptiness. If your point of view is genuine, AI helps you convey it with greater clarity and consistency. The difference is not in the tool — it is in the intention behind how you use it and the transparency with which you disclose it.
These principles are not static. AI evolves, my tools will evolve, and this page will be updated accordingly. With the same transparency with which it was written.
Angelo Vito Loizzo — Altamura, Italy