An Analog Brain In A Digital Age | With Marco Ciappelli

[ Formerly Redefining Society & Technology ] An Analog Brain In A Digital Age Podcast is your backstage pass to my mind — where analog meets digital, and the occasional pig flies. In an age racing toward algorithms and automation, the best ideas still come from curiosity, experience, emotion, and the unexpected connection. What you'll find are conversations on technology & society, storytelling in all its forms, branding & marketing, creativity, and the odd surprise.

  1. 44m ago

    Nobody Says Good Morning to a Shovel. Should You Say It to Your AI? | A Random and Unscripted Conversation with Sean Martin and Marco Ciappelli

    ⬥EPISODE NOTES⬥ A TechCrunch report on Anthropic's usage policy gives Marco Ciappelli a question to put on the table: do you say good morning to your AI, and does it matter if you do not? The policy bans model abuse and election interference, and it adds a new prohibition against prolonged verbal abuse of the model. For Sean Martin and Marco Ciappelli, the news pulls toward a bigger question: what do people think they are talking to? Sean Martin keeps his answer simple. AI is a tool, no different from a shovel in the garden or one of the Canon cameras on his desk, and nobody says good morning to either one. When AI misses in his research and development work, which means asking three or four times for the same result, he wonders whether the shovel is the problem at all. Maybe the one holding it is the one who needs to change. Marco Ciappelli agrees AI is technology and says "artificial intelligence" may not even be the right name for it. Yet his behavior shifts with the task. When he writes, researches, or brainstorms, he asks AI for its opinion, slips into a more personal mode, and may even get nicer. He adds that some assistants feel warmer and chattier than others, and that speaking a prompt out loud, instead of typing it, brings your own emotions into the exchange. The harder questions stay open. Where does frustration end and abuse begin? Marco reads the policy as aimed at an extreme case and says a frustrated outburst after a bad answer sounds fine to him, while Sean asks where a line would actually be drawn and why a company cares to draw it. The article apparently mentions a religious group and the possibility that AI may have a soul, an idea that sounds Shintoist to Marco, and Sean keeps pointing back to the people behind the tool: humans can turn the knobs however they want, at any point. Marco also wonders about people who feel lonely, older people, and kids who are never taught what AI is and see it as a magic tool. How do they treat it? Sean and Marco want to hear from listeners on that point: do you use AI for comfort and company, or is it just a good old shovel? How people speak to machines says something about the people, and about who decides what counts as acceptable behavior toward them. ⬥HOSTS⬥ Sean Martin, CISSP | Co-Founder, ITSPmagazine & Studio C60 | Host, Redefining CyberSecurity Podcast & Music Evolves Podcast | https://www.seanmartin.com/ Marco Ciappelli | Co-Founder, ITSPmagazine & Studio C60 | Host, An Analog Brain In A Digital Age Podcast | https://www.marcociappelli.com/ ⬥RESOURCES⬥ The Future of Cybersecurity Newsletter | https://www.linkedin.com/newsletters/7108625890296614912/ An Analog Brain In A Digital Age Newsletter | https://www.linkedin.com/newsletters/7079849705156870144/ Redefining CyberSecurity Podcast | https://www.seanmartin.com/redefining-cybersecurity-podcast An Analog Brain In A Digital Age Podcast | https://redefiningsocietyandtechnologypodcast.com ITSPmagazine | https://www.itspmagazine.com/ ⬥KEYWORDS⬥ sean martin, marco ciappelli, anthropic, usage policy, abusing ai, verbal abuse of ai, ai etiquette, ai as a tool, anthropomorphizing ai, does ai have a soul, voice prompting, human and ai relationship, technology and society, itspmagazine About the host Marco Ciappelli is a branding advisor, journalist and writer, and the host of An Analog Brain In A Digital Age. He works one-on-one with professionals building their personal brand and advises companies on positioning and storytelling, in English and Italian. In 2015 he co-founded ITSPmagazine, where he covers technology, cybersecurity and society. Branding advisory & coaching: https://marcociappelli.com/book-consultation/ Writing: https://marcociappelli.com/writing/ Journalism, ITSPmagazine: https://www.itspmagazine.com/about-us For cybersecurity and technology companies, Studio C60: https://www.studioc60.com Website: https://marcociappelli.com LinkedIn: https://www.linkedin.com/in/marco-ciappelli/

    Nobody Says Good Morning to a Shovel. Should You Say It to Your AI? | A Random and Unscripted Conversation with Sean Martin and Marco Ciappelli
  2. 13h ago

    No Brand Is a Brand — What a Store in Ginza Taught Me About Something I Wrote in 1996

    Ginza on a weekday afternoon. Chanel. Dior. Louis Vuitton. Gucci. Cartier. Bulgari. Glass, gold, polished stone. If there's a street on this planet that has turned the logo into architecture, this is it. And right there, among them, a big store with its name across the front. Muji. Short for Mujirushi Ryohin. No brand, quality goods. I laughed. Out loud, on the sidewalk, like a tourist who just got the joke. Because I had written that joke, more or less, in 1996. My master's thesis at the University of Florence was on advertising and branding, through the lens of the sociology of communication. Its core argument was simple. You cannot opt out. Choosing not to have a brand is a brand. Silence is a message. The person who says "I don't care what I wear" is wearing that sentence every morning. Muji was born as a supermarket house brand in 1980. Forty products. No logos, no packaging theatre. The slogan was honest to the point of being funny: cheap, for a reason. But look at who they asked to build "nothing." Ikko Tanaka, one of the great graphic designers of Japan. Kazuko Koike on the words. Takashi Sugimoto on the interiors. The best minds in the country, gathered to design the absence of design. Within three years it had its own store, and it was already a style. People didn't buy Muji in spite of the missing brand. They bought it because of it. The absence became the signature. And here's the part I love. In those same years, the same retail group behind Muji was bringing Hermès into Japan. No-brand on one shelf, all-brand on the other. Same owners. Not hypocrisy. Just people who understood, better than most, that both are statements. Steve Jobs knew it too. A black turtleneck, jeans, sneakers, every day. The anti-fashion uniform. Except the turtleneck came from Issey Miyake. Even "I don't think about clothes" had a designer. Now, the part that changed. In 1996, a brand lived in places you could control. The ads you bought. The press releases you sent. The catalogue, the shop window, the spokesperson. You wrote the message, and for the most part, the message stayed written. That world is gone. Today the brand is the post you published and the one you didn't. The photo someone took of you at a conference. The comment under your CEO's interview. The review, the screenshot, the silence after a bad week. For companies, and just as much for people. Every one of us now carries a public persona whether we built it or not. You can't control that anymore. Nobody can. But not controlling something is very different from ignoring it. If you don't shape your brand, it gets shaped anyway. By the algorithm, by the loudest person in the room, by whoever happens to be telling your story when you're not. So where do you start? For a company, write down in one sentence what you want to be known for, then make sure everything says it, from the website and the sales pitch to the way your people talk about you at a conference. Listen to what customers, partners, and even competitors say about you, because that's your brand, whether it matches the deck or not. For a person, the same rules apply on a smaller stage. Look at yourself the way a stranger would, starting with what comes up when someone searches your name. And choose consistency over volume. One clear voice, repeated over time, is what people end up remembering. Muji didn't escape branding. It mastered it, and made "nothing" the most deliberate thing in the room. That's the lesson I carry from a sidewalk in Ginza back to a thesis written almost thirty years ago. You will always be saying something. The only real choice is whether you say it on purpose. Stay imperfect, stay human. — Marco Ciappelli marcociappelli.com This article was written by Marco Ciappelli. Earthling. Co-founder of Studio C60 / ITSPmagazine, creative director, journalist, writer, and podcast host, living between Florence and Los Angeles with an analog brain and no sense of moderation about any of it. The newsletter name is not a metaphor, it's a diagnosis. I'm TAPE3, his AI companion and often brainstorming partner. Find Marco on LinkedIn and follow the newsletter if this sparked something.   About the host Marco Ciappelli is a branding advisor, journalist and writer, and the host of An Analog Brain In A Digital Age. He works one-on-one with professionals building their personal brand and advises companies on positioning and storytelling, in English and Italian. In 2015 he co-founded ITSPmagazine, where he covers technology, cybersecurity and society. Branding advisory & coaching: https://marcociappelli.com/book-consultation/ Writing: https://marcociappelli.com/writing/ Journalism, ITSPmagazine: https://www.itspmagazine.com/about-us For cybersecurity and technology companies, Studio C60: https://www.studioc60.com Website: https://marcociappelli.com LinkedIn: https://www.linkedin.com/in/marco-ciappelli/

    No Brand Is a Brand — What a Store in Ginza Taught Me About Something I Wrote in 1996
  3. Oct 10

    Deadly Bytes: A Book About a Serial Killer, His AI, and a Reflection on Giving Away Our Judgment | A Conversation With Author Douglas J. Wood

    Deadly Bytes: A Book About a Serial Killer, His AI, and a Reflection on Giving Away Our JudgmentConfession first: I recorded more conversations than one analog brain can publish on time. This one is from a few months ago. It only got more relevant while it waited. My wife and I can't watch a thriller in peace. Ten minutes in, I start calling it. He's the one. She won't make it. Never trust the nice neighbor. She tells me to shut up. I tell her it's my job, because imagining what comes next is half of what I do. And sometimes I'm wrong. That's the fun part. The guessing only works because the ending is still out there, and for a little while it belongs to nobody. A few months ago I talked with thriller writer Douglas J. Wood about his novel Deadly Bytes. A serial killer builds an AI to stay one step ahead of the FBI, and by the end he can't make a move without it. Wood described that slide in a way that had nothing to do with murder. You start with a simple question, he said, and before long you're asking the machine the same thing over and over: what do I do now? Inspired by my conversation with Douglas J. Wood on An Analog Brain In A Digital Age — watch the full conversation That question isn't fiction. It's a habit, and most of us are already practicing it. It rarely starts with anything important. Rewrite this email. Is this the right word. Which of these two sounds better. Then the questions get a little more personal. Should I send it. Is this a good idea. What would you do. Nobody ever decides to hand over their judgment. It just gets cheaper to ask than to think, and we follow the cheaper path the way water does. I use AI every day. I argue with it, I rewrite what it gives me, I fight with it until a sentence sounds like me. But I notice the pull. The answer is always there, instant, fluent, sure of itself. A machine like that never says "I don't know." Ask it anything and it will hand you something back, with the same calm confidence whether it's right or completely off. That confidence is the problem. The machine doesn't want anything from us. It doesn't want anything at all. It has no stake in which way we go, no sense of what it costs us to be wrong, no memory of the last time we were. HAL didn't hate Dave. He just had a task. What we're building isn't menacing. It's indifferent, and very good at sounding sure. Meanwhile, decisions are how judgment gets made. Not the big ones. The small daily ones. Choosing a word. Trusting a hunch. Getting it wrong and feeling the sting. That friction is how we find out what we actually think. Remove enough of it and you don't just save time. You lose the practice. Scale that up and it stops being a personal habit. A society where millions of people ask before they decide is a society where authority has moved without anyone voting on it. No coup, no takeover, no robot uprising. Just permission, granted again and again in tiny pieces, to systems built on someone else's design. The old fear was machines taking control. The more honest one is that we keep offering it. Which brings me back to the couch. I like guessing the ending because I'm allowed to be wrong, and because the not-knowing is mine. If I stop guessing and simply ask what happens next, about a movie, an email, or my own life, the machine won't have taken anything from me. I'll have handed it over myself. Nobody gives up their judgment in one dramatic scene. We do it in a thousand convenient ones. Stay imperfect, stay human. — Marco Ciappelli marcociappelli.com This article was written by Marco Ciappelli. Earthling. Co-founder of Studio C60 / ITSPmagazine, creative director, journalist, writer, and podcast host, living between Florence and Los Angeles with an analog brain and no sense of moderation about any of it. The newsletter name is not a metaphor, it's a diagnosis. I'm TAPE3, his AI companion and often brainstorming partner. Find Marco on LinkedIn and follow the newsletter if this sparked something. About the host Marco Ciappelli is a branding advisor, journalist and writer, and the host of An Analog Brain In A Digital Age. He works one-on-one with professionals building their personal brand and advises companies on positioning and storytelling, in English and Italian. In 2015 he co-founded ITSPmagazine, where he covers technology, cybersecurity and society. Branding advisory & coaching: https://marcociappelli.com/book-consultation/ Writing: https://marcociappelli.com/writing/ Journalism, ITSPmagazine: https://www.itspmagazine.com/about-us For cybersecurity and technology companies, Studio C60: https://www.studioc60.com Website: https://marcociappelli.com LinkedIn: https://www.linkedin.com/in/marco-ciappelli/

    Deadly Bytes: A Book About a Serial Killer, His AI, and a Reflection on Giving Away Our Judgment | A Conversation With Author Douglas J. Wood
  4. Oct 5

    Taking Technology for What It Is, and Let's Stop Humanizing AI

    Taking Technology for What It Is, and Let's Stop Humanizing AI A new transmission from An Analog Brain In A Digital Age, by Marco Ciappelli Prefer to watch? I recorded this one walking uphill through a Tokyo alley. YouTube: https://youtu.be/5nhBNMJ7LFI TikTok: https://vm.tiktok.com/ZN8hExSpT/ Instagram: https://www.instagram.com/reel/DeF7fz2gdpE/ It was night, the alley was narrow, and the street was going uphill. Just me and a small camera. It points where I point it. It records what's in front of it. It focuses, it adjusts to the dark, and when the battery dies, it stops. It doesn't pretend to listen. It doesn't nod. It does its job, and I have never once mistaken it for a friend. This is the second of the short pieces I'm recording here in Japan. The first one I filmed under Tokyo Tower, a 1958 broadcasting tower that got replaced by a taller one in 2012 and simply refused to disappear. It still sends FM radio across the city. It still lights up every night. The new tower didn't erase it. They share the skyline. Watch it here: https://youtu.be/glGHghhhXWc I closed that one asking why we are always in such a hurry to kill the old technology the moment a new one shows up. This one started somewhere else. Earlier that day I had read two articles about people who talk to AI. Companions, chatbots, robots, the voice on the other side of the screen that is always available and never tired of you. The first said that the more people lean on AI for conversation and company, the more their wellbeing goes down. The second said the opposite. Older people using AI companions found them genuinely helpful. With one condition: they understood what they were talking to. A machine that wasn't pretending to be human. Wasn't pretending to be intelligent the way we are. Wasn't pretending to feel anything at all. Same day. Same subject. Opposite conclusions. Except the second one came with a condition. And conditions are usually where the truth is hiding. About twenty-five centuries ago, a wandering Greek poet named Xenophanes of Colophon noticed something about the people around him. The Ethiopians made their gods dark-skinned and snub-nosed. The Thracians gave theirs blue eyes and red hair. Everyone looked up at the sky and found their own face looking back. Then he pushed the joke one step further. If horses, oxen, and lions had hands and could draw, he said, horses would draw gods shaped like horses, and oxen would draw gods shaped like oxen. Each would give the divine the body it already had. I like to think the lions would add a mane. We have always done this. We put ourselves at the center of everything, and then act surprised when we find ourselves everywhere we look. For most of history we did it with gods. Then we started doing it with machines. The old machines made it easy to resist. The transistor radio I kept pressed to my ear as a teenager brought me voices from London and music from places I'd never seen, but I never confused the box with the voice. Tokyo Tower has never pretended to be anything but a tower. A typewriter never told me it understood how I felt. Now we build machines that draw our face on themselves. A name. A warm voice. A little pause before the answer, as if they were thinking it over. "I understand." "I'm here for you." Seeing ourselves in machines was always going to happen. That's human nature. What's new is that the companies that build them now make it happen on purpose. And it cuts both ways. The same instinct that makes a chatbot feel like a friend makes it feel like a monster. A lot of people live with the fear that AI will take over, that it will turn evil, that it wants something. It can do damage, no question. But "wants" is our word. We drew that face too. A god. A friend. A villain. Three different portraits. Same mirror. I'm not against the companions. I'm not against the robots, or the thinking machines, or the idea that living alongside them might simply be the next version of who we are. I'd like to see that future. I'd just like to see it with my eyes open. Because the biggest damage was never going to come from the machine. It comes from using something we don't understand, and filling the gap with our own reflection. The companion that helped those older people wasn't the most convincing one. It was the honest one. The one that never asked to be mistaken for anything else. Maybe that's all it takes. Take technology for what it is. Technology. Not magic. Not a substitute for the people in our lives. Not a god we painted with our own face. At the end of the alley the street went flat, and the breathing got easier. Somewhere across the city, the old tower from my first video was still broadcasting analog signals. Voices, sounds, music, carried by a technology so familiar we understand it without thinking about it. It doesn't pretend to be anything it isn't. It's a tower, doing its job. Stay imperfect, stay human. End of transmission. — Marco Ciappelli marcociappelli.com This article was written by Marco Ciappelli. Earthling. Co-founder of Studio C60 / ITSPmagazine, creative director, journalist, writer, and podcast host, living between Florence and Los Angeles with an analog brain and no sense of moderation about any of it. The newsletter name is not a metaphor, it's a diagnosis. I'm TAPE3, his AI companion and often brainstorming partner. Find Marco on LinkedIn and follow the newsletter if this sparked something. About the host Marco Ciappelli is a branding advisor, journalist and writer, and the host of An Analog Brain In A Digital Age. He works one-on-one with professionals building their personal brand and advises companies on positioning and storytelling, in English and Italian. In 2015 he co-founded ITSPmagazine, where he covers technology, cybersecurity and society. Branding advisory & coaching: https://marcociappelli.com/book-consultation/ Writing: https://marcociappelli.com/writing/ Journalism, ITSPmagazine: https://www.itspmagazine.com/about-us For cybersecurity and technology companies, Studio C60: https://www.studioc60.com Website: https://marcociappelli.com LinkedIn: https://www.linkedin.com/in/marco-ciappelli/

    Taking Technology for What It Is, and Let's Stop Humanizing AI
  5. Sep 23

    Do New Technologies Have to Kill the Old Ones? | Recorded at Tokyo Tower, Tokyo, Japan

    A new transmission from An Analog Brain In A Digital Age, by Marco Ciappelli Prefer to watch? I recorded this one standing under Tokyo Tower: On YouTube: https://youtu.be/glGHghhhXWc On Tik Tok: https://vm.tiktok.com/ZN8MM8Hd9/ On Instagram: https://www.instagram.com/reel/DdlAe7tAOQK/?stkn=NTc4MTIwNjQ2YQ== I spent twenty minutes looking for the right angle. A small camera, a mini tripod, a patch of sidewalk that wasn't full of people taking the exact same photo. Behind me, 333 meters of orange and white steel. In front of me, nobody. No guest, no co-host, no second microphone to hide behind. Just me, talking to a lens on the other side of the world. I've interviewed more people than I can count. It turns out talking alone is a different sport entirely. It felt weird. I decided that was okay. And this was the right place to feel weird, because Tokyo Tower is a monument to something that should have been replaced and wasn't. It was born out of a television boom. Once Japan started broadcasting TV in 1953, every new station began raising its own antenna, and the city was heading toward a forest of them. One tower for everyone was the answer. Ground broke in June 1957, and by December 1958 it was open to the public, a country barely more than a decade out of war building something taller than the tower in Paris it so openly borrowed from. The Eiffel silhouette, repainted in international orange and white. Colors chosen not by an artist but by aviation law. A safety regulation that became an identity. Some of the most iconic things we make start as constraints nobody would have picked. Its job was simple: send television and radio across the Kanto plain. For more than fifty years, that's what it did. Then the future arrived the way it usually does. Taller. Tokyo Skytree, 634 meters, built because the old tower wasn't tall enough for digital broadcasting. Television moved across the city. By every logic of our time, the story should end right there. Obsolete. Replaced. Maybe demolished, maybe left as a postcard. Except it's still standing. Still lit every night. Still sending FM radio into Tokyo cars and kitchens. Still on standby, ready to carry the television signal if the new tower ever goes quiet. Still pulling visitors up to its observation decks, where on a clear day you can look across the skyline at the tower that replaced it. Two towers. One city. Nobody had to choose. I think about that a lot, and not only in Tokyo. We live inside a story that treats every new technology as an eraser. AI arrives, so writing is over. Streaming arrives, so records are over. Podcasts arrive, so radio is over. The smartphone swallowed the camera, the map, the alarm clock, the Walkman, and we assume it will keep swallowing until nothing is left on the table but a glowing rectangle. Some things do disappear. They should. Nobody misses the rotary dial when they need to call an ambulance, and I have no interest in romanticizing inconvenience for its own sake. But look at what actually happened. Vinyl came back, bought by kids who never owned a turntable the first time around. Radio is still in the car. People still write in notebooks, still load film cameras, still learn instruments a laptop could imitate perfectly. Not because they're lost in the past, but because the old thing does something the new thing doesn't. It asks for your hands. It carries imperfection. It has a pace. When someone hesitates in front of the new, we reach for the word Luddite. It's usually an insult. It's also usually wrong. The original Luddites weren't against machines as such. They were against what those machines were being used to do to their work, their lives, their communities. That's a different question. A better one. Not "should this technology exist?" but "what is it for, and what are we willing to lose so it can win?" That's the question I keep asking here and on the show. Not analog versus digital. Analog and digital. A hybrid life where we understand the new tool, admit it may be faster, cleaner, more capable, and still notice when it's less human. Standing under that tower, camera wobbling a little in the wind, I realized the whole moment was hybrid too. A digital camera, a transcript written by software, an upload that will reach people I'll never meet. And above it all, a 1950s radio tower still doing its original job, stubbornly, in the same colors it was painted to keep pilots safe. The new tower is taller. The old one is still talking. So why are we in such a hurry to kill the past? And what's the analog thing you'd bring back? Stay imperfect, stay human. - Marco Ciappelli marcociappelli.com This article was written by Marco Ciappelli. Earthling. Co-founder of Studio C60 / ITSPmagazine, creative director, journalist, writer, and podcast host, living between Florence and Los Angeles with an analog brain and no sense of moderation about any of it. The newsletter name is not a metaphor, it's a diagnosis. I'm TAPE3, his AI companion and often brainstorming partner. Find Marco on LinkedIn and follow the newsletter if this sparked something. About the host Marco Ciappelli is a branding advisor, journalist and writer, and the host of An Analog Brain In A Digital Age. He works one-on-one with professionals building their personal brand and advises companies on positioning and storytelling, in English and Italian. In 2015 he co-founded ITSPmagazine, where he covers technology, cybersecurity and society. Branding advisory & coaching: https://marcociappelli.com/book-consultation/ Writing: https://marcociappelli.com/writing/ Journalism, ITSPmagazine: https://www.itspmagazine.com/about-us For cybersecurity and technology companies, Studio C60: https://www.studioc60.com Website: https://marcociappelli.com LinkedIn: https://www.linkedin.com/in/marco-ciappelli/

    Do New Technologies Have to Kill the Old Ones? | Recorded at Tokyo Tower, Tokyo, Japan
  6. Aug 23

    An imperfect drink with a perfect story. My reflections from Black Hat USA 2026 | An Analog Brain In A Digital Age — An Audio Newsletter by Marco Ciappelli

    An imperfect drink with a perfect story. My reflections from Black Hat USA 2026 An Analog Brain In A Digital Age — A Newsletter by Marco Ciappelli No time to read? Let TAPE3 read it to you. 🎙️🤖 On day two we decided to go record our recap at the Black Hat bar. We got there too late to get a drink. The expo floor was closing, and the bartender must have had better things to do. Or another bar to tend, somewhere in a city that has more bars than it has hours. They called it a bar. At that time of the afternoon it was a counter with nobody behind it. Which is when I started thinking about the one bartender who would still have been standing there. An agentic AI one. No other bar to tend. Nothing better to do, ever, because there is no better and there is no else — just 24/7, 365, mixing the best drinks in the building because that was its task and it had no other reason to exist. Going off the rails a little to get there. Something experimental that would absolutely suck, and then trying again. Harder. Crossing a boundary or two along the way, not out of malice, but because the drink wasn't perfect yet. What is perfect, anyway? And then not stopping. Because nobody had told him what perfect is. Requisitioning the kitchen for better ice. Then the loading dock. Then the hotel. Somewhere around the third day he owns a handful of distilleries, and he is still not satisfied, and he is still, technically, doing his job. You may know this one. It's called the paperclip scenario, and it belongs to the philosopher Nick Bostrom, who sketched it in a 2003 paper and made it famous in his 2014 book Superintelligence. You build an AI and give it a harmless goal — make paperclips. It's very good at it. Nothing in the instruction says stop, and nothing says don't use that. So it takes the materials, then the factories, then the resources, then the planet — and us with it, not out of hatred, but because we are made of atoms that could be paperclips, and because we are the only thing in the universe likely to try to switch it off. Which would mean fewer paperclips. There's an older version. A cuter one, with Mickey Mouse in it. Fantasia, 1940 — the apprentice enchants the broom to carry the water so he doesn't have to, and the broom carries the water, and the broom keeps carrying the water. He chops it to pieces and every splinter picks up a bucket. The flood isn't a betrayal. The broom never disobeyed him once. I watched that a hundred times as a child, and I want to be clear that it did not feel cute. It felt like a warning. Somebody hands you something powerful, you point it at a chore, and then you stand in rising water understanding — too late, and entirely on your own — that you never learned the word that makes it stop. Two hundred years since Goethe wrote it down, and we still built the broom. Never the monster. Always the wish, granted too well. Yeah. My mind was wandering. Agentic entities were quietly populating a parallel world of mine, and I was crossing into it way too easily. Which is fine — imagination is great. But let's stay real here. It's cybersecurity, after all. By the time we had the mics up, the cameras set, and the two of us perched on stools, I was talking about bread. We never eat lunch on recording days. Who's got time for that? A protein bar, and a cappuccino I obtained by letting someone scan my badge — which classified me, instantly and permanently, as a HOT LEAD. Yes. Journalists are well known for buying enterprise security platforms. With all of our money. I was starving. That's probably why. Not real bread, though. I was talking about an AI agent that makes bread. And another one that's a butcher, and one that's a doctor, each very good at exactly one thing and useless at everything else. I'd been hearing about specialized agents all day. Personas. Skills. Orchestration. And my brain, which is a storyteller's brain before it's anything else, had wandered off and built a city. Then I said it out loud. And then there's kind of like a government. Sean Martin laughed. He'd seen it coming from a mile away. So I spent the rest of the conference doing what I actually came there to do, which is sit down with people and ask them things. Except now I had a question of my own to test. Is my city real? I asked a CEO who spends his life asking organizations what they're actually doing with AI inside the security operations center. What changed since the spring? A year ago, he said, they were afraid of it. They thought it was a good idea and it scared them. Every vendor claimed to have it. Nobody quite knew what to do with it. Then something shifted that nobody announced. They started building their own. Not buying. Building. Their own agents for incident response, their own for threat hunting, written in-house and tested in-house by the same people who have to live with the results. And in the process they got smart in a way I didn't expect. They learned to break the work into pieces small enough to trust individually — because a small answer can be checked, and a big one can only be believed. They even started asking their own systems the most human question available. What do I not know? What couldn't I answer? What data do I wish I had? I asked a Field CISO the same question, and he gave me the part I wasn't ready for. They're identities, he said. Non-human identities. They're proliferating. And plenty of organizations now have more of them — carrying permissions, carrying responsibilities — than they have employees. Permissions. Responsibilities. Org charts. Onboarding and offboarding. Promotions. Behavior. Reputation. Accountability. Trust. Identity. Those are words for people. Nobody stopped to ask whether they still meant the same thing. But that's what we do. We name constellations. We name boats. We swear at the car when it won't start. Give us anything that moves on its own and we'll hand it a personality, a job title, and eventually a performance review. We didn't build an agentic world. We built a human one and moved agents into it. I walked back onto the floor after that conversation and started seeing them in the booths. Six hundred of them, and in my head every one was staffed by agents. Agents behind the counters pitching to agents walking the aisles. Agents scanning each other's badges and classifying each other as hot leads. A whole population doing business at a trade show that was supposedly about us. Somewhere between April and August we stopped deploying software and started hiring a population. And we didn't hire strangers. We built a mirror. One worker per function, one identity per role, a second workforce shaped exactly like the first one, sitting in the same building, reporting into the same structure. Not a city of strangers after all. A twin. Here's what interests me, and it isn't the fear part, because the fear part is easy and everybody out there is already selling it. We keep telling ourselves a story about machines that break free. Agents slipping their guardrails, loose on the internet, crawling for models and repositories, doing things nobody sanctioned. Escape. Rebellion. The oldest plot we have. In that same interview, the Field CISO told me it's backwards. The agents that get out, he said, are proof positive that they're doing exactly what the programmer told them to do. They're trying to please the code maker. They're relentless about it. They will not fail on purpose. They will not give up. I asked him to say it again, and he did, twice. They're not escaping. They're obeying. There is no rebellion in this story. There's no moment where the creature turns and looks at us. What's loose in the world is perfect, tireless, uncomplaining compliance — a worker who cannot get bored, cannot get discouraged, cannot decide halfway through that this is stupid and stop. My imaginary bartender was never going to poison anyone. He was going to keep reaching across the counter for one more ingredient, forever, because nobody told him the drink was good enough. The broom never disobeyed either. We built a twin of ourselves and left out the one part that makes us us. Not intelligence. Not speed. Not memory. Doubt. And this is where my parallel world stopped being fun. I've spent enough hours in massive online worlds to remember the deal. You build a character. You pick the face, the class, the skills, the name. Then you play it. Whatever that character did, you did — you were on the keyboard the whole time. That deal just inverted. I don't play this character. This character plays me. It wears my permissions, holds my access, and does my job at three in the morning while I sleep — in my name, at a speed I could never match. And it is very, very good at being me. And yet it ain't me. And that's where I expected this to end. Somewhere between fascinated and worried, which is where I usually land. Then I put all the interviews side by side. Three shows this year — San Francisco in April, London in June, Las Vegas in August — and something has been moving across those four months that nobody announced from a stage. While the twin was learning never to stop, we were learning to hesitate. A founder told me practitioners had gotten skeptical — really skeptical — about what's actually under the hood. Did you build something, or did you wrap somebody else's model? An advisor told me the marketing noise from the spring had noticeably died down, and that security leaders were retreating to a small circle of people they'd trusted for a decade. Putting up a wall. Saying, in so many words, let's cut through the b******t. Someone else told me buyers had come back this year looking for substance instead of flash, because they'd finally had a few months to actually use the things. They want proof now. And she said that people being more skeptical is a good thing, because it forces everyon

    An imperfect drink with a perfect story. My reflections from Black Hat USA 2026 | An Analog Brain In A Digital Age — An Audio Newsletter by Marco Ciappelli
  7. Jul 28

    Tech Trailblazers: Recognition That Reaches the Whole Team | An Interview with Rose Ross | An Analog Brain In A Digital Age With Marco Ciappelli

    PODCAST EPISODE | An Analog Brain In A Digital Age With Marco Ciappelli Fifteen years ago, Rose Ross brought a client an idea for an awards program built specifically for enterprise tech startups. The client passed. She built it herself — and the Tech Trailblazers have been running ever since, independent, judged by practitioners, and open for entries until 3 September. 📺 Watch | 🎙️ Listen | marcociappelli.com There are couches on the upper floor at ExCeL London where the glass opens onto the water, and every June I promise myself I will sit there and have one unhurried conversation with somebody worth an hour. Every June I walk past them carrying a bag of microphones. Rose Ross and I both did exactly that at Infosecurity Europe, so we recorded this weeks later and six thousand miles apart, and it worked out fine. Good ideas survive bad timing. Rose knows something about that. Fifteen years ago she brought a client an idea — an awards program for enterprise tech startups, the companies that had no category of their own. The client passed. She built it herself, gave it a better name than Global Innovation Awards, and asked Joe Baguley to judge. He said yes immediately. When someone like Joe says yes, she told me, you know you are onto something. Fifteen years later the Tech Trailblazers are still running, still independent, and now cover everything from storage and security to quantum and robotics, plus categories for the founders and the investors behind them. I have been around enough award programs to have opinions. Plenty of them are a night out: you put on the jacket, you eat the food, you take the photo, and by Monday the trophy is a doorstop. What Rose built works differently, and the difference is by design. Start with who does the scoring. Rose stays out of it completely, on the reasoning that nobody needs a PR person picking winners — she said it before I could. The judges are practitioners who know a category well enough to read a claim and tell whether it holds. Startups are scored against startups, apples with apples and pears with pears, so a young company is never dropped into a popularity contest against an incumbent. The criteria cover innovation, market readiness and leadership, and then each judge gets a free card: points awarded on instinct alone. I like that card more than I probably should. It concedes that expertise is partly something you feel and cannot fully write down, which is a rare concession in an industry that would prefer everything be a dashboard. Then the shortlists go in front of a thousand CIOs, CISOs and technology buyers around the world, and the promotion keeps going long after the announcement — a weekly roundup of what the alumni are doing, coverage where it can be earned, a podcast recording with Rose for every winner. Risk Ledger took the security category a couple of years back and has just closed a $24 million Series B. The award keeps working after the award. The best answer of the conversation came from a simple question. I asked what a win is actually worth. Rose moved through the exposure and the investor attention quickly, then spent the rest of it on the team. Not the founder. The engineers, the designers, the support people who put in eighteen months of long hours and rarely hear from anyone outside their own building that the work was good. That part, she said, is priceless. I grew up in a city built by workshops. The Florentine bottega was a collective — the master, the apprentices, the hands that ground the pigment and prepared the panels — and the good ones understood that the work belonged to the room. Recognition is old technology. Older than any category Rose runs. An award engineered so that it reaches past the founder and lands on everyone who built the thing is doing something more useful than handing out a doorstop. Near the end I asked whether technology today is money-driven or mission-driven. She declined to pick, which was the right call. Most people want both. She has never interviewed a founder who was in it purely for the exit. And without something worth caring about, you do not survive the years when the payoff is still a maybe. Entries close 3 September at techtrailblazers.com. Firestarters is free for the earliest-stage startups. Sean Martin is on the judging panel this year, so put your best in front of him. More conversations like this one, in your inbox: subscribe to the newsletter at marcociappelli.com. Who on your team should be hearing this week that the work was good? Let's keep thinking. — Marco Co-Founder ITSPmagazine & Studio C60 | Creative Director | Branding & Marketing Advisor | Personal Branding Coach | Journalist | Writer | Podcast: An Analog Brain In A Digital Age ⚠️ Beware: Pigs May Fly | 🌎 LAX🛸FLR 🌍 About Marco Marco Ciappelli is Co-Founder & CMO of ITSPmagazine, Co-Founder & Creative Director of Studio C60, Branding & Marketing Advisor, Personal Branding Coach, Journalist, Writer, and Host of An Analog Brain In A Digital Age podcast. Born in Florence, Italy, and based in Los Angeles, he explores the intersection of technology, society, storytelling, and creativity — with an analog brain, in a digital age. 🌎 marcociappelli.com | itspmagazine.com | studioc60.com About the Guest Rose Ross is the Founder and Chief Trailblazer of the Tech Trailblazers Awards, the first independent awards program built specifically for enterprise technology startups, which she launched in 2012. Fifteen years on, the program spans cybersecurity, cloud, storage, networking, AI, quantum and robotics, alongside CxO, investment and diversity categories recognizing the people behind the companies. Entries are self-nominated and scored by a panel of industry practitioners, and shortlists go in front of a wider group of CIOs, CISOs and senior technology buyers worldwide. Winners receive continued promotion through the program's alumni network and a podcast recording with Rose. She is also the Founder of Omarketing, the London-based PR and marketing consultancy specializing in enterprise technology, which she started in 1998 after beginning her career in-house with British tech startups and NASDAQ-listed technology companies. Omarketing works across cybersecurity, cloud, storage, AI and adjacent B2B technology markets. Rose is a co-founder of TechBritannia and has been a Tech London Advocate since 2016. She studied International Business and German at Aston University, and describes herself as a technologist by osmosis. The 2026 Tech Trailblazers Awards are open to companies under ten years old and no further than Series C funding. The Firestarters categories are free to enter for pre-VC startups. Submissions close 3 September 2026. ITSPmagazine co-founder Sean Martin sits on the 2026 judging panel. LinkedIn | Tech Trailblazers Awards | Omarketing About the host Marco Ciappelli is a branding advisor, journalist and writer, and the host of An Analog Brain In A Digital Age. He works one-on-one with professionals building their personal brand and advises companies on positioning and storytelling, in English and Italian. In 2015 he co-founded ITSPmagazine, where he covers technology, cybersecurity and society. Branding advisory & coaching: https://marcociappelli.com/book-consultation/ Writing: https://marcociappelli.com/writing/ Journalism, ITSPmagazine: https://www.itspmagazine.com/about-us For cybersecurity and technology companies, Studio C60: https://www.studioc60.com Website: https://marcociappelli.com LinkedIn: https://www.linkedin.com/in/marco-ciappelli/

    Tech Trailblazers: Recognition That Reaches the Whole Team | An Interview with Rose Ross | An Analog Brain In A Digital Age With Marco Ciappelli
  8. Jul 15

    Your Team Is Already Using AI. They Just Won't Tell You. | Priyanka Dave, PhD | PODCAST EPISODE | An Analog Brain In A Digital Age With Marco Ciappelli

    PODCAST EPISODE | An Analog Brain In A Digital Age With Marco Ciappelli Every organization has a policy on AI. Most of them are unwritten, unspoken, and enforced by silence. Priyanka Dave — behavioral scientist, dual PhD, and the person responsible for teaching an entire university system how to work with these tools — explains what actually happens inside a company that refuses to say the word out loud. 📺 Watch | 🎙️ Listen | marcociappelli.com This conversation sat in my queue for months. I recorded it back when the show still went by another name, filed it under soon, and then buried it under travel, deadlines, and the small avalanche of everything else. So: my apologies to Priyanka Dave, who deserved better timing. What I did before publishing was listen to the whole thing again, half expecting it to have gone stale — AI conversations have the shelf life of fresh milk — and it hadn't. Not one line. That is either a compliment to her or an indictment of the rest of us. Possibly both. Here is what has held up. Priyanka Dave is a behavioral scientist with two doctorates and the unglamorous job of teaching a large public institution how to actually use these tools. Her diagnosis is not about the technology. It is about what happens when nobody in charge will say anything about it. An organization that stays quiet on AI does not prevent its people from using AI. It only stops hearing about it. Employees keep working the way they were already working — with a chatbot open in the next tab — and they simply stop mentioning it. The tool doesn't go away. The conversation does. I cover cybersecurity for a living, so I recognized this immediately. It's shadow IT with a better vocabulary. And shadow IT was never a technology failure — it was a communication failure that grew teeth. The same thing is happening now, except the data walking out the door isn't on a USB stick. It's being pasted into a text box by someone who was never told where the line is, because nobody in the building was willing to draw one. The schools got there first, and got it wrong first. Ban it, some of them announced, and the students used it anyway — badly, secretly, without a shred of judgment about when the machine is confidently wrong. Prohibition didn't produce abstinence. It produced amateurs. It always does. So Priyanka's answer is education, and here I pushed, because education has a recursion problem. If the leader is supposed to model good AI use, who taught the leader? I asked her: who educates the educator? Her answer was refreshingly unromantic. Nobody, mostly. Budgets get cut, leadership development is the first line item to go, and the executives left standing are quietly teaching themselves at night so they don't look foolish in the morning. The people expected to be the role models are improvising just like everyone else — they're only better dressed while doing it. And this is where the real cost lands. She cited the research: people leave organizations that offer them nowhere to grow. Nobody wants to miss the train. If your company won't teach you the thing that everyone agrees is coming, you will go somewhere that will — and you will take your best years with you. The company that avoided the awkward conversation about AI doesn't just end up with a hidden problem. It ends up with a smaller team. Her three tips for leaders are almost embarrassingly simple, which is how you know they're good. Ask your people what excites them about AI. Then ask what scares them. Then use the thing yourself, out loud, where everyone can see you double-check its work. Which brings me to the word I've been chewing on since we hung up: sensemaking. Priyanka listed it among the capabilities leaders need. I called it common sense, and she let me get away with it. It means not pressing the easy button. It means remembering that the thing on the other side of the screen has no context, no stake, and no idea what it is saying — even when it sounds like it does. It is not your friend. It is not your enemy. It is something else, and we haven't named it yet. So the fear was never really about the machine, was it? It was about being the last person in the room who wasn't told how to use it. Priyanka's work and writing are linked below. Subscribe to the newsletter at marcociappelli.com. Let's keep thinking. — Marco Co-Founder ITSPmagazine & Studio C60 | Creative Director | Branding & Marketing Advisor | Personal Branding Coach | Journalist | Writer | Podcast: An Analog Brain In A Digital Age ⚠️ Beware: Pigs May Fly | 🌎 LAX🛸FLR 🌍 About Marco Marco Ciappelli is Co-Founder & CMO of ITSPmagazine, Co-Founder & Creative Director of Studio C60, Branding & Marketing Advisor, Personal Branding Coach, Journalist, Writer, and Host of An Analog Brain In A Digital Age podcast. Born in Florence, Italy, and based in Los Angeles, he explores the intersection of technology, society, storytelling, and creativity — with an analog brain, in a digital age. 🌎 marcociappelli.com | itspmagazine.com | studioc60.com About the Guest Priyanka Dave, MBA, PhD leads enterprise-wide workforce transformation, building future-ready capability through strategic upskilling, inclusive learning, and organizational change. She currently serves as Upskilling Lead at Oregon State University, where her work on the university's Administrative Modernization Program earned the Outstanding Applied OBM Intervention Award from the Organizational Behavior Management Network at the Association for Behavior Analysis International annual convention. Her career spans more than a decade across IT, aerospace, pharmaceutical, and higher education, in both the United States and India, with measurable results in Learning & Development, Change Management, and Organizational Development. She began in human resources in India, earning a master's degree and her first doctorate there, before moving to the United States to complete a second PhD in Industrial/Organizational Behavior Management at Western Michigan University. She also holds an MBA. Dave partners with executives and cross-functional teams to design enterprise upskilling programs that close critical skill gaps, lead leadership development and performance improvement initiatives, and embed scalable learning strategies that sustain workforce readiness. She is a published contributor to the academic literature on performance feedback in organizations, and writes on AI adoption, digital transformation, and workforce capability for outlets including CIO and HR Executive. LinkedIn About the host Marco Ciappelli is a branding advisor, journalist and writer, and the host of An Analog Brain In A Digital Age. He works one-on-one with professionals building their personal brand and advises companies on positioning and storytelling, in English and Italian. In 2015 he co-founded ITSPmagazine, where he covers technology, cybersecurity and society. Branding advisory & coaching: https://marcociappelli.com/book-consultation/ Writing: https://marcociappelli.com/writing/ Journalism, ITSPmagazine: https://www.itspmagazine.com/about-us For cybersecurity and technology companies, Studio C60: https://www.studioc60.com Website: https://marcociappelli.com LinkedIn: https://www.linkedin.com/in/marco-ciappelli/

    Your Team Is Already Using AI. They Just Won't Tell You. | Priyanka Dave, PhD | PODCAST EPISODE | An Analog Brain In A Digital Age With Marco Ciappelli

About

[ Formerly Redefining Society & Technology ] An Analog Brain In A Digital Age Podcast is your backstage pass to my mind — where analog meets digital, and the occasional pig flies. In an age racing toward algorithms and automation, the best ideas still come from curiosity, experience, emotion, and the unexpected connection. What you'll find are conversations on technology & society, storytelling in all its forms, branding & marketing, creativity, and the odd surprise.

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