On the occasion of the release of his new book – Cracker l'algorithme, réenchanter les réseaux sociaux (L'Aube), Laurent François returns to the visible use of generative artificial intelligence in brand communications.

Technology partnerships, algorithm-fueled campaigns, media exposure: never has the industry seemed so fascinated by the promise of automated creation. Yet this excitement hides a key strategic question: should we make the use of AI in consumer communications visible, or, on the contrary, confine it to the role of an invisible assistant?

The Danger of "Algofluence": The Tyranny of Algorithmic Standardization.