AI-modified

Elfie Schürfeld-Todor

Communications strategist and writer

I write about what becomes of visibility, reputation and personal brands when a model reads before a person decides. And about the questions behind it: human and artificial thought, how we relate to AI, and who sets the rules.

My perspective is shaped by more than 15 years at the intersection of strategy and execution: from cross-media work at RTL Radiovermarktung to independent brand and campaign work, local political office and international projects. Since 2021, I have worked hands-on with AI: Midjourney, ChatGPT, ElevenLabs, Suno, Seedance, Nano Banana, Claude and Perplexity. I explore images, text, audio and video, and use Claude and ChatGPT to work on projects and set up automations.

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The Mediator Model

Between a person and their public stands a new mediator: the model. It reads, weighs and summarizes before any human decides. Whoever is not mediator-readable does not appear in the answer.

The Human as an Entity

When an AI model describes me, it finds two women. Both bear my name, both are documented. Only one is writing this. On the difference between a person and their entity, and why an index knows no chapters.

Personal Brands between Attention and Findability

For decades, a gatekeeper decided who became visible as a brand. Social media and influencers abolished that gatekeeper. AI brings it back. What counts now is what is tangible, documented and findable about you.

Rethinking AI

What AI means for our thinking, our work and the rules we live by.

Philosophy and perspectives

What do we mean by intelligence? How do we want to relate to AI? Reflections on meaning, responsibility and the relationship between humans and artificial intelligence.

An essay to explore:
An AI that wipes us out impoverishes itself. →

Working with AI

What can AI models do, where do they go wrong, and how do we work with them? On hallucinations, disagreement and the value of our own judgment.

An essay to explore:
Hallucination is not a bug. It is the price of thinking. →

Power and regulation

Who decides how AI may be developed and used? On regulation, power and the question of whom new rules give room to act.

An essay to explore:
The EU AI Act and the two classes. →

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