Should we fear artificial intelligence? To even ask the question is to have already lost the argument. Those who dread the machine have misunderstood the real threat: it is not technology, but our own laziness to think. At VitaBella, we have made a clear choice—to use AI every day, but as a servant to our vision, never as our master.
In the world of luxury—wine, beauty, perfume—inspiration alone is no longer enough. One must be agile, swift, and precise. Brands need brains, not just algorithms. They need strategy and emotion, not sterile data. That is precisely where the consultant’s role becomes irreplaceable. For AI can recombine, but it cannot dream. It imitates flawlessly, but it never creates. It excels at the genius of plagiarism.
That is its nature: to weave together what already exists, without ever inventing what has not yet been born. Using AI to build an original brand strategy is like asking a mirror to surprise you. The algorithm reflects; the human mind invents. That silent miracle, consuming barely 60 to 80 watts—as Bruno Bonnel reminds us in Le Figaro—remains the most powerful creative machine ever conceived. And it is made not of silicon, but of flesh and experience.
At VitaBella, we do not reject technology. We tame it. We work with ChatGPT, Gemini, Claude, and others— not to let them think for us, but to accelerate the logistics of ideas: to write faster, translate instantly, produce materials in a heartbeat. They are our assistants, not our masters. Through them, we reclaim what truly defines craft: interpretation, meaning, vision.
While others tremble at the thought of robots taking up the pen, we scrutinize what those robots produce. We fine-tune, we reframe, we inject what the machine forever lacks—nuance, desirability, emotion. Those who fear AI reveal a deeper weakness: they have forgotten the boundless power of the human brain.
Artificial intelligence steals nothing from mankind. On the contrary, it returns to us what we have been missing for too long: the time to think. At VitaBella, we feel no nostalgia for the “world before.” We have chosen to move forward, armed with reason and curiosity. In luxury, as in thought, there is one immutable rule: what repeats itself dies. And AI, by its very nature, repeats. It is up to us to do what it never will—to invent.
Contact Guillaume Jourdan via LinkedIn
