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When Amazon CEO Andy Jassy openly warns employees that the company will employ fewer people in the future With the growing use of artificial intelligence, we’re no longer talking about speculation. It’s a reality that has already reached the world’s largest corporations — and it’s forcing us to rethink everything we thought we knew about the future of work.

The past 24 hours have seen a fascinating and worrying look in the news about AI. While Amazon is investing $10 billion in AI infrastructure and urging employees to “be curious” about these technologies, on the other side of the world, Fraudsters are generating millions in royalties from fake AI-generated music.

This duality is no coincidence. We are living in a moment when AI is no longer a promise of the future but an operational tool—with all the opportunities and risks that this entails.

The Productivity Paradox: Fewer Jobs, More Efficiency

Jassy's message is crystal clear: Amazon is developing more than a thousand generative AI services and applications, and this technological transformation will require fewer people to operate. It is not a threat, it is an official statement from one of the largest companies in the world.

But here’s the question few are asking: If Amazon is being so transparent about its intentions, why are other companies still treating automation as a taboo subject? In my experience supporting thousands of startups, I’ve seen that companies that face reality head-on always come out ahead of those that deny change.

The interesting thing is that, simultaneously, the Prodapt announces AI agent-based solutions for telecommunications, promising to reduce network troubleshooting time by 30%. This doesn’t automatically mean fewer jobs — it could mean more ability to solve complex problems.

The Shadow Economics of AI: When Artificial Creativity Becomes Fraud

While we discuss the future of work, something much more immediate is happening in the entertainment industry. According to an analysis by Deezer, 7 out of 10 AI-generated music streams are fraudulent. The numbers are staggering: in a global streaming market valued at US$1.4 billion, fraudsters are using bots to “listen” to AI-generated music and collect hefty royalties.

It reminds me of the early days of the internet, when every new technology came with new forms of abuse. The difference is that now the scale is exponential. Deezer detects around 20,000 AI tracks being uploaded every day — 18% of all uploads on the platform.

What does this teach us? That where money is involved, there will be attempts at exploitation. And when you democratize creation tools like AI has done, you also democratize the opportunities for misuse.

Why This Should Concern Entrepreneurs

If you’re building a business that relies on content, you need to think about how you’re going to handle authenticity in a world where anyone can generate professional content with simple prompts. Are your detection tools ready? Are your verification processes robust enough?

The Environmental Cost of the Digital Revolution

A piece of news that went unnoticed by many, but which reveals another side of the coin: Elon Musk's xAI is facing a lawsuit over air pollution due to the gas turbines that power its supercomputers in Memphis.

The NAACP accuses the company of operating 35 turbines without proper permits, spewing pollutants into predominantly black neighborhoods. It’s a stark reminder that all innovation has costs — and often those costs fall on the most vulnerable communities.

As someone who has always advocated for inclusion and social responsibility in the innovation ecosystem, I see a troubling pattern here. Billion-dollar companies setting up polluting operations in low-income neighborhoods without prior consultation or adequate compensation is not responsible innovation — it’s technological colonialism.

Disinformation in the Age of AI: When Reality Becomes a Product

Perhaps the most symbolic news of the last 24 hours is about AI-generated images of the Israel-Iran war that went viral as if they were real. A photo of Tel Aviv skies allegedly filled with missiles has racked up 24 million views — but it was created with Google AI.

The most worrying thing is not that the images were created, but how quickly they spread without verification. We are entering an era where the first version of events can be completely artificial, and the truth comes later — if it ever comes.

For media companies, fact-checkers, and content platforms, this poses an existential challenge. How do you build trust in an environment where anyone can generate compelling content with a well-crafted prompt?

What This All Means For You

Looking at these five news stories together, I see three clear trends emerging:

1. Radical Transparency About Automation

Amazon isn’t hiding its intentions — it’s being transparent about its future. Other companies need to do the same. Honesty about automation builds more trust than empty promises that “AI will only complement human labor”.

2. New Risk Vectors

Every application of AI creates new points of failure. Music fraud, environmental pollution, misinformation—these are problems that didn’t exist five years ago. Is your company prepared for risks that haven’t even been mapped yet?

3. Democratization Has Costs

When powerful tools become available to everyone, the negative uses multiply as quickly as the positive ones. The question is not whether there will be abuse, but how we prepare for it.

Preparing for a Post-Transparency World

In my journey supporting thousands of startups, I’ve learned that the companies that thrive are the ones that anticipate change rather than react to it. Today, we’re in a time similar to the early days of the commercial internet — full of opportunities, but also pitfalls for the unprepared.

If you lead a company or are building a startup, you need to ask yourself some uncomfortable questions:

• What part of my business can be automated in the next 18 months?
• How can I be transparent with my team about these changes?
• What new types of fraud or abuse might my platform facilitate?
• What is the real environmental and social cost of my technology infrastructure?
• How do I verify authenticity in a world of synthetic content?

The Future Belongs to the Prepared

Amazon is investing $10 billion in AI infrastructure not because it wants to lay off people, but because it understands that the competition of the future will be between companies that master these technologies and those that don’t. The former will thrive; the latter will become irrelevant.

The difference is in preparation. Companies that treat AI as a tool to augment human capabilities, rather than simply to cut costs, are building sustainable competitive advantages. Those that see only the opportunity to reduce payroll are missing the point.

Beyond the Hype: Building with Purpose

What strikes me about today’s news is not the speed of change, but how we are dealing with it. Some companies are being responsible and transparent. Others are creating problems that will last for decades.

The central question is not whether AI will transform everything — it already is. The question is: What kind of transformation do we want to lead?

In my work mentoring leaders and entrepreneurs, I’ve seen that those who successfully navigate these changes share one characteristic: They see technology as a means, not an end. They use AI to solve real problems, create genuine value, and build more resilient businesses — not just to automate what’s already there.

Today’s news shows us that we are at an inflection point. We can choose to build a future where technology amplifies the best of humanity, or where it simply optimizes what we already have. The difference lies in conscious leadership and strategic preparation.

What about you? Are you ready to lead in this new scenario? In my mentoring, I help leaders and entrepreneurs navigate these transformations in a strategic, ethical and sustainable way. Because the future is not something that happens to us — it is something we build together.