{"id":2066442,"date":"2026-07-25T13:01:04","date_gmt":"2026-07-25T11:01:04","guid":{"rendered":"https:\/\/www.luxsure.fr\/2026\/07\/25\/the-aristocracy-of-attention-does-ai-make-us-less-human-or-more-demanding\/"},"modified":"2026-07-25T13:04:31","modified_gmt":"2026-07-25T11:04:31","slug":"the-aristocracy-of-attention-does-ai-make-us-less-human-or-more-demanding","status":"publish","type":"post","link":"https:\/\/www.luxsure.fr\/en\/2026\/07\/25\/the-aristocracy-of-attention-does-ai-make-us-less-human-or-more-demanding\/","title":{"rendered":"The Aristocracy of Attention: Does AI Make Us Less Human or More Demanding?"},"content":{"rendered":"\n

VivaTech 2026 \u2013 Luxsure Analysis<\/strong><\/p>\n\n

The Paradox of Augmented Intelligence<\/h3>\n\n

As artificial intelligence takes on an increasing share of cognitive work\u2014writing, summarizing, analyzing, and making recommendations\u2014a deeper question emerges: perhaps the risk is not that AI will think for us, but that we will gradually forget how to think alongside it.<\/p>\n\n

It was one of the most philosophical discussions heard at VivaTech 2026. With a deliberately provocative title\u2014 \u201cIs AI Making Us Worse at Being Human?<\/em> \u201d\u2014the discussion quickly moved beyond the realm of technology to address a much more fundamental issue: the value of human judgment in an economy where knowledge is instantly accessible. <\/p>\n\n

The real issue is no longer artificial intelligence. It is human attention. <\/p>\n\n

The End of the Scarcity of Knowledge<\/h2>\n\n

For centuries, competitive advantage was based on the accumulation of information.<\/p>\n\n

School, college, and then the workplace all operated according to a simple logic: learn, memorize, and reproduce.<\/p>\n\n

But this equation is disappearing.<\/p>\n\n

As Moira Gilchrist, Chief Global Communications Officer at Philip Morris International, pointed out, knowledge is now widely accessible. Facts, data, and information can be accessed in a matter of seconds. <\/p>\n\n

Value, therefore, no longer lies in what we know.<\/p>\n\n

It focuses on what we do with that knowledge.<\/p>\n\n

Critical thinking, discernment, the ability to make connections between unrelated fields, emotional intelligence, and strategic intuition: these are all qualities that current models fail to replicate fully.<\/p>\n\n

This distinction is essential.<\/p>\n\n

AI reduces the cost of accessing information. It does not eliminate the need for judgment. <\/p>\n\n

The Co-Pilot Illusion<\/h2>\n\n

The term \u201cco-pilot\u201d has become ubiquitous in the industry.<\/p>\n\n

However, several speakers have questioned this metaphor.<\/p>\n\n

Andra Koenig, CEO of Global Quantum Intelligence, advocates a more radical view: viewing AI as a co-pilot would, in fact, be the best way to become intellectually passive.<\/p>\n\n

The problem isn’t a technological one.<\/p>\n\n

It’s behavioral.<\/p>\n\n

Human beings are naturally drawn to the simplest solution. If a machine can produce an analysis, write a report, or prepare a presentation in a matter of seconds, the temptation is strong to gradually delegate more and more of the thinking to it. <\/p>\n\n

The phenomenon is already evident.<\/p>\n\n

In some organizations, the top performers aren’t necessarily those with the most specialized expertise, but those who know how to use AI as a constant source of challenge.<\/p>\n\n

In other words, a tool becomes valuable not when it confirms our ideas, but when it challenges them.<\/p>\n\n

AI as a discussion partner.<\/p>\n\n

Not as a substitute for thinking.<\/p>\n\n

\"\"<\/figure>\n\n

The Luxury of Tomorrow: Discernment<\/h2>\n\n

This discussion goes far beyond the realm of technology.<\/p>\n\n

It directly affects the creative industries.<\/p>\n\n

On LinkedIn, in the media, and in marketing content, signs of standardization are already becoming apparent.<\/p>\n\n

Same structure.<\/p>\n\n

Same tone.<\/p>\n\n

Same vocabulary.<\/p>\n\n

The same kind of artificial perfection.<\/p>\n\n

Paradoxically, the more fluid user-generated content becomes, the more its lack of uniqueness becomes apparent.<\/p>\n\n

One of the most interesting findings from the panel relates precisely to this reversal of values.<\/p>\n\n

When everything seems perfect, nothing stands out anymore.<\/p>\n\n

In a world saturated with user-generated content, human imperfection is once again seen as a sign of quality.<\/p>\n\n

A moment’s hesitation.<\/p>\n\n

A hunch.<\/p>\n\n

An unexpected statement.<\/p>\n\n

A real-life experience.<\/p>\n\n

All of these factors are difficult to replicate on a large scale.<\/p>\n\n

This phenomenon reflects a well-known trend in the luxury sector.<\/p>\n\n

When mass production reaches its peak, scarcity regains its value.<\/p>\n\n

Today, this scarcity is no longer merely material.<\/p>\n\n

It becomes cognitive.<\/p>\n\n

The Expert’s Report Is Back<\/h2>\n\n

Another particularly revealing topic concerns the company.<\/p>\n\n

For the past two years, most of the discussion surrounding AI has focused on productivity gains.<\/p>\n\n

Automate.<\/p>\n\n

Speed up.<\/p>\n\n

Optimize.<\/p>\n\n

But several speakers emphasized a reality that is often overlooked: speed is only valuable if it improves the quality of decisions.<\/p>\n\n

Tahira Zamanzada, an AI strategy consultant at SAP, advocated for an approach centered on the ” Human in the Loop<\/em>.”<\/p>\n\n

The principle is simple.<\/p>\n\n

Even when a system automates 80% of a process, the remaining 20% must remain under human control.<\/p>\n\n

Not out of mistrust.<\/p>\n\n

But it is precisely within that 20% that business expertise, context, trade-offs, and nuances lie.<\/p>\n\n

In other words, AI creates value when it frees up time.<\/p>\n\n

Not when it takes the place of sound judgment.<\/p>\n\n

This distinction is becoming particularly strategic for luxury brands.<\/p>\n\n

Because their competitive advantage does not depend on access to information.<\/p>\n\n

It relies on the ability to interpret weak signals, construct compelling narratives, and make decisions that cannot be justified by data alone.<\/p>\n\n

Details<\/h2>\n\n

Perhaps the most intriguing idea in the debate came from a young employee described as an \u201cAI native.\u201d<\/p>\n\n

What he asked his company for wasn’t a new tool.<\/p>\n\n

She wanted to have a \u201cvirtual board of directors.\u201d<\/p>\n\n

A digital twin of the organization\u2019s most experienced leaders, capable of embodying their way of thinking, their experience, and their reasoning.<\/p>\n\n

Not to replace these leaders.<\/p>\n\n

But to make their wisdom accessible on a large scale.<\/p>\n\n

The idea opens up a fascinating prospect for family-owned businesses.<\/p>\n\n

Tomorrow, data may not be the most valuable asset.<\/p>\n\n

But the ability to capture and convey decades of human judgment.<\/p>\n\n

A generational divide\u2026 or an opportunity?<\/h2>\n\n

The debate ended with a telling disagreement.<\/p>\n\n

On the one hand, concern.<\/p>\n\n

Technological advancement is outpacing our biological ability to adapt.<\/p>\n\n

On the other hand, optimism.<\/p>\n\n

Never before have so many tools been available to so many people.<\/p>\n\n

For the first time, an entrepreneur in an emerging market can instantly access a translator, an advisor, a trainer, or a strategic assistant.<\/p>\n\n

The potential impact is immense.<\/p>\n\n

As is often the case, the truth probably lies somewhere in between.<\/p>\n\n

AI does not, by its very nature, make us any smarter or any dumber.<\/p>\n\n

It amplifies our existing behaviors.<\/p>\n\n

Curious minds become more powerful.<\/p>\n\n

Passive people become more dependent.<\/p>\n\n

The real divide of the decade may not be a technological one.<\/p>\n\n

It will pit those who use AI to deepen their thinking against those who use it to avoid thinking.<\/p>\n\n

In a world where everyone can produce more, scarcity shifts elsewhere.<\/p>\n\n

Toward Mindfulness.<\/p>\n\n

Toward the Judgment.<\/p>\n\n

Toward the ability to ask the right question when everyone already knows the answer.<\/p>\n","protected":false},"excerpt":{"rendered":"

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