Do you know what the amanuenses and copyists were saying when Gutenberg's invention (printing) came to disrupt the handwritten book industry? "Scriptores pereunt, ars moritur." The copyists disappear, the art dies. Many believed that printed books were mechanical objects, devoid of soul or beauty. Philip of Strata, for example, wrote in the 15th century, "Libri impressi sunt meretrices; scripti sunt virgines." Printed books are meretrici; handwritten ones, virgines. Sound familiar? The words that are spent towards generative AI are often very similar. The contempt they generate (small pun) can be reduced to this: it is a soulless product that will replace artists. But in reality, printing has exploded writing. Never were so many books written, printed and especially read after the advent of Gutenberg. To him we owe modern literature. To him the exponential development of knowledge, which led, in the centuries that followed, to the radical transformation of society, of well-being, of man. The debate about art and artificial intelligence is often approached in a prejudiced way, because it questions one of the fundamental building blocks of the artist (just like printing): execution. It is said that art is in the gesture, and that if the gesture is replaced by the machine, then there is no more art. I dare to think something different. Something that tries to go beyond the blanket of fog before which we all stand. Art is not in the execution of one of the basic building blocks, but in the intent, the idea, the execution, the distribution and the delivery. Let me explain. If a machine can do in seconds what a man can do in months, then the value of that thing immediately decays. And that is where the fear of concept artists, writers, and even actors is born. We're there now: technology is so advanced that they too can be replaced (in digital products, theater, for now, is untouched.) So are we replaceable? No. Because it is the process in its entirety that produces true value, not the individual element within the creation process. This thinking is radical, and it requires a sharp shift in perspective: It is what is called a paradigm shift. AI is here. It is like electricity, the computer, the wheel. It's there now.My purpose is to figure out how to survive and, not only that, how to thrive, now that the terrain has changed so greatly.As an artist, I am forced to reevaluate what it means to be an artist.Making art is no longer limited to the production of the single element of performance (the lyric, the song, the drawing, etc.), but to the production of the anything that could be reproduced by AI.) There is so much more. That element must be part of a larger intent, one that starts from the artist's soul (the intent), propagates into the human response to the artist's world (the idea), goes through the realization of that response (the performance) but does not end there. It needs the artist to embody the impact he or she wants to have on the world (the delivery.) In essence, it is a matter of having an idea, executing it, and then letting people know it exists. And then repeating this process, improving every step, every time. The artist then becomes the advocate of his or her own success, the one who is called upon not only to craft the elements, but for the entire artistic supply chain: from intent, to idea, to realization, to distribution and delivery. The artist is the human manifestation of the process of the entire supply chain.

And there, artificial intelligence becomes a traveling companion that allows-for the first time in forever, just like printing-to open the doors, to give the artist who wants it, the wings to fly on his or her own. It won't be easy. But if flying on their own was previously a pipe dream for artists, this revolution gives back to those who have intent, ideas, critical spirit and artistic soul the ability to make it on their own. I repeat: 1. Intent (which is nourished by culture, reading, meetings, soul food) 2. Idea (hce comes from listening to our surroundings and what we have inside) 3. Execution (our response, as artists. Our mark: writing, singing, acting, whatever you like best) 4. Distribution (marketing, digital platforms, strategy to make our response known, to give impact.) 5. Discussion with the public (interactions, social networks, a site, an artist's diary where we can exchange opinions) Art is not dead. Quite the contrary. we are about to experience an explosion of independent artists who will succeed in being as big as (or bigger than) the majors because they hold what really matters and is valuable within the supply chain: intent. The primal fire, the light