What Does technology have to do with humanism?
At a time when artificial intelligence is advancing rapidly and spreading across organizations at scale, some companies are choosing an anthropocentric model. Starting with technological connectivity, they aim to develop meaningful human connections and relationships. This invites us to bring anthropological thinking into business contexts in order to understand which forms of technology can truly generate human progress.
The future of business lies in a delicate balance between technical innovation and the development of its human dimension. Given this duality, entrepreneurs, academics, anthropologists, and artists can all contribute equally by collaborating on a new way of understanding progress. Artificial intelligence and digitalization can and should coexist with management models that enhance human potential rather than replace it.
This article aims to open a discussion on artificial intelligence and its relationship to the value of humanity within organizations.
Today more than ever, it is important to clarify that this is not about “putting people first,” a phrase that has largely become a marketing slogan and an outdated concept.
Organisations are now expected to do much more. They must recognize individuals as whole human beings, with emotions, aspirations, and capabilities. This requires creating environments where people can express their potential and feel part of a respectful and inclusive system.
It is a concrete commitment to promoting well-being and both personal and professional growth, ensuring that technology and innovation serve humanity rather than replace it. In this context, placing humanity at the center becomes the key principle for sustainable economic and social progress. Mediation plays a critical role in this process.
Effective mediation requires a shared code, which may take the form of language, cultural foundations, or domain knowledge. This shared code acts as a bridge between different parties, enabling mutual understanding and facilitating the exchange of ideas.
At the same time, mediation requires a physical medium that makes interaction possible. Air, for example, enables the transmission of voice and therefore verbal communication. Similarly, a work of art can convey complex messages, evoke emotions, and stimulate reflection through its tangible presence. These physical and intangible elements work together to create the conditions for meaningful interaction.
Technology functions as a mediator in its own right. Using it effectively requires not only technical ability but also an understanding of the broader digital ecosystem in which it operates.
At the same time, technology is also a physical presence that reshapes our environment. The constant use of mobile devices, for instance, influences social and family dynamics. Dependence on stable internet connectivity has become so critical that its absence can halt productivity entirely.
For this reason, technical ability alone is not sufficient. It must be complemented by contextual knowledge. The combination of skills and knowledge leads to competence. This is the objective organizations should pursue in order to guide technology toward a desirable future rather than be overwhelmed by it.
The role of the artist is also that of a mediator and a visionary, capable of connecting us with possible futures. Through their work, artists communicate complex ideas and evoke deep emotions that encourage reflection on the present and imagination of what lies ahead. Each creative expression becomes an invitation to consider the consequences of our actions and make conscious decisions.
In the context shaped by artificial intelligence, art must also redefine its role. It does so by generating new questions, offering critical perspectives, and innovating its own forms of expression to engage with technological advancements.
There may come a time when machines surpass human technical ability. What remains, then, is human experience and intuition, which machines cannot replicate. In this sense, art becomes a tool to guide social evolution, emphasizing the value of creativity and intangible thinking.
Within this framework, businesses have the responsibility to translate artistic insight into concrete action, developing solutions that contribute to sustainable social progress and respond effectively to contemporary challenges.
For a company, developing solutions that generate real progress means adopting an anthropological approach to business. This involves creating technologies that respond to genuine needs rather than generate new ones.
Adriano Olivetti viewed the company not only as an economic entity but as a social institution with a clear mission. This perspective remains relevant today. Organizations shape society through their environmental impact, their products, and their employment practices. Denying corporate social responsibility is, in effect, an attempt to avoid accountability.
Profit generation is a fundamental activity for any company. However, its value depends on how it is generated, how it is distributed, and on whom it benefits. Employees should receive fair compensation that ensures a stable and dignified life. At the same time, organizations should aim higher by fostering well-being, education, personal and professional development, ethical awareness, meaningful relationships, and environments that encourage listening and dialogue.
This approach represents an investment in developing individuals capable of imagining and building the future.
A century ago, a major social transformation took place in Italy. Legislative reform reduced the working day from 16 hours to eight hours. This change introduced and expanded the concept of leisure time.
Leisure time enables people to invest in personal well-being, education, and recreation, creating new economic opportunities and improving the overall quality of life. It also contributes to higher productivity. Even today, discussions around reduced working hours, such as the four-day workweek, reflect the ongoing relevance of this evolution.
Leisure creates space for reflection, experimentation, innovation, and progress.
Organizations can generate profit by adopting a renewed vision of the future, measuring not only financial outcomes but also social impact. Investments in training, workplace safety, human-centered environments, and community partnerships contribute to a workforce that is engaged, balanced, and capable of generating value.
This approach supports a healthy relationship with work, where individuals return home with a sense of well-being rather than stress, positively impacting both their personal lives and their professional performance.
Concepts such as Conscious Capitalism and Civil Economy are gaining attention because they emphasize value creation not only for shareholders but also for employees, communities, and the environment.
Technological innovation cycles are becoming increasingly rapid. However, widespread adoption of technology does not always equate to progress. In many cases, technology creates new needs rather than solving existing problems.
Technology often attracts us because of its appeal and perceived value, creating a paradox in which it both generates and resolves challenges. For this reason, it is essential to adopt a long-term perspective.
True development does not come from increasing the quantity of technology, but from distributing its benefits more equitably. Organizations and individuals have the power to shape the future, and that future depends on the choices made today.
Professional Link is an Italian telecommunications operator with more than twenty-five years' experience in the B2B market. The company holds a national license for voice and data services and provides cloud solutions through a distributed infrastructure across Italy and international locations.
Its services are hosted in advanced data centers in the Milan area, including Caldera21, Equinix, and the Milan Internet Exchange. Today, Professional Link serves more than 1,400 clients and collaborates with approximately thirty business partners, including Microsoft, Veeam, Dell, Cato Networks, and Sangfor Technologies. The company also holds Advanced Certified status with 3CX as a platinum partner.
Founded by Andrea Ferlin, an entrepreneur committed to social sustainability and the value of people beyond digitalization, Professional Link aims to transform technological complexity into simplicity through a human-centered approach. The company currently employs a team of forty professionals across Lombardy and Emilia Romagna.