For centuries price has been a sign of quality. Generative AI is breaking that rule in dozens of sectors

For centuries, price has served as a cognitive shortcut. If something costs a lot it is because, for one reason or another, it must be worth a lot. An Armani suit, Bang & Olufsen headphonesa McKinsey report. The number has always served to convey certain information to us before seeing the product. It was compressed reputation. With the arrival of generative AI, that is ending in many sectors. Today a logo can cost 15 euros or 15,000. And be the same logo. A market analysis can come from a consulting firm with offices on three continents or from a guy in pajamas who knows how to wear Deep Research. The report may be indistinguishable. In fact sometimes the second one will be betterbecause the guy in pajamas understands the sector and the consultant assigned the junior who was free. AI is breaking the link between production cost and final result. Something very similar to what Antonio Ortiz, AI popularizer and former final boss of this house, in “Artificial Intelligence and unlinking effort and result“. If anyone can generate in minutes what previously required teams, weeks, and invoices with many zeros, price no longer communicates much about quality. It’s starting to be noise. and this will force a signal migration. From ‘how much’ to ‘who’, to ‘how’ or ‘why’. The questions that will matter are going to be “who signed this?”, “what process followed?”, “what human decisions were behind it?” That is, the process will become the product. It is already beginning to be seen with design studios that They obsessively document any iterationor consultancies that not only sell you the deliverable but also also access to the reasoning of their partners. More and more we are digital artisans who charge for showing how we work and not only for what we deliver. AI has made production almost free, so we are being flooded with digital content of all kinds, so scarcity shifts to criteria. Knowing what to ask for, what to discard, what makes sense and what doesn’t. to good taste. AI can do almost anything, and what it can’t, it will learn next year. Deciding well what to do and what not to do is still expensive. There, for the moment and luckily, there is no shortcut. Featured image | Xataka In Xataka | The AI ​​of 2026 brings an uncomfortable truth: the most useful will be the one that watches us the most

While the US and China dominate different sectors, Europe leads an unexpected leadership: heat pumps

Europe is experiencing an energy and industrial crisis that has reopened old fears: factories that lose competitiveness, homes punished by gas and a political debate that looks backwards. But behind the noise, the data tells a completely different story: Europe is not going backwards. It is leading the largest energy transformation in the world. And at the center of that transformation is a technology that is already changing the rules: heat pumps. The real problem: an industry trapped by gas. A large part of public opinion believes that European industry is becoming more expensive because of climate policies. But, As Jan Rosenow points outOxford energy professor, in EUobserver, the reality is exactly the opposite: “I do not accept the analysis underlying the reversal narrative. The idea that green policies must be dismantled to lower prices is nonsense.” According to Rosenow, the real shock came after 2021, when Europe lost access to the cheap Russian gas pipeline and had to replace it with much more expensive LNG from the United States. The impact was brutal: energy-intensive industries stopped production and never returned to pre-Ukrainian War levels. Ember’s report quantifies it: Europe paid an accumulated extra cost of 930 billion euros during the energy crisis due to its dependence on imported fossil fuels. The conclusion is uncomfortable, the problem is not that Europe has gone too fast in the transition, but too slow. Europe leads the solution, although it does not know it yet. While the political debate goes in circles, the market advances. Europe is, today, world leader in heat pumpsa title that he does not hold by chance. In residential adoption, some countries are decades ahead of the rest of the world: Norway has 632 heat pumps per 1,000 homes and Finland has 524, according to European Heat Pump Association (EHPA). And the surprise is in the laggards, countries like Poland, Ireland or Portugal continue to grow even in years of weak market. The European industry dominates the market. European manufacturers such as Vaillant, Stiebel Eltron, Bosch, Viessmann, Danfoss, NIBE or Clivet dominate the global market. Unlike what happened with solar panels, Europe has retained manufacturing capacityalthough it still partially depends on imported compressors and electronics. Still, most employment, engineering and assembly remain on European soil. A revolution underway. Industrial projects are not prototypes: they are signs of the times: So why do we still depend on gas? Despite technological leadership, adoption is slower than it should be. There are four main blocks: Electricity continues to be weighed down by the price of gas. In much of central Europe, gas sets the marginal price of electricity. This means that even if renewables lower the cost, gas increases it again at the peaks. As the Financial Times points outthe result is an obvious paradox: the most efficient technology (the heat pump) seems expensive because electricity is distorted by gas. Taxation. The Oxford Professor details that the majority of European countries They charge more taxes on electricity than on gas. This penalizes the clean option and favors the fossil option. Lack of installers. The European Commission calculates that they are needed 750,000 additional installers before 2030. The German company Apricum adds that the experience installation remains “complex and fragmented”. Cultural barrier. As Rosenow explains: “Most industries are used to burning things.” Fire is perceived as safe and familiar, even though it is more expensive and inefficient. But this barrier disappears when you look at northern Europe: Sweden, Finland or Denmark already use heat pumps on a large scale even at sub-zero temperatures. Electrification is not a green whim. Heat pumps are not a technological anecdote, but the pillar of a broader movement: the electrification of the continent. According to the EMBER reportelectrification could halve the EU’s fossil dependence by 2040, and that two-thirds of energy demand could be met by mature technologies: heat pumps, electric vehicles, storage and solar. Today, however, the EU has barely electrified 22% of its final energy, which reveals ample room to triple that share in the coming years. The European Commission agree with this diagnosis. Brussels estimates that Europe will have to reach 60 million heat pumps installed in 2030 – compared to 25.5 million currently – to meet its climate and energy security objectives. Also, remember that the entry into force of the new ETS2 from 2027 fossil gas will progressively become more expensivenaturally accelerating its replacement by more efficient electrical technologies. Europe needs to trust its own leadership. European politics is trapped between nostalgia for cheap gas and the fear of losing competitiveness compared to other regions. But the data tells another story: Europe is leading the technology that can free it from those dependencies. While some in Brussels debate whether the Green Deal should be slowed down, the market and European engineers are saying the opposite. If Europe wants secure energy, strong industry and affordable bills, the answer is not in returning to gas, but in something much simpler: plugging itself in. Image | dbdh Xataka | Aerothermal energy is the heating of the future, but the electrical installation is stuck in the past

Europe’s boycott to the United States is real and is being noticed in one of its most profitable sectors: tourism

David Pereira is 53 years old, Reside in France And like others thousands Millions of Europeans have been raised under the influence of the US culture. The songs he listened to, the series he saw as a child, the films they threw in the cinema of his city or the cars he dreamed of driving: all ‘made in use’. Hence, when Pereira saw enough money, he decided to make his bags and meet the country in person. And he has done it conscientiously. He has been there almost a dozen times. Two years ago the national parks of the west coast was toured. His idea was to return this summer with his family to Yellowstone. But after two months of Trump administration, Pereira has changed plans. A few days ago I recognized To the CNN that has decided, in conscience, to cancel the trip. Your case connects with A trend which begins to be received in the powerful US tourism industry. A percentage: 17%. That the change of harmony between the US and Europe is taking its toll on American tourism is not a novelty. Weeks ago than the sector emits signals In that direction. And from both banks of the Atlantic. In Europe there are agencies that They find a loss of interest In the US. And on the other side of the ocean there are organisms that They start talking of a puncture in the demand. The clearest track of what is happening, especially in the flow of Europe-Use tourists, it gave it however Financial Times (Ft) a few days ago in An article with A holder that leaves little margin to interpretations: “European tourists cancel their trips to the US for Trump’s policies.” What are they based on? Basically in A percentage: according to international trade administration data (Itafor its acronym in English) visitors from Western Europe who spent at least one night in the US over March 17% collapsed with respect to 2024. It is a considerable fact. Especially if the relevance of the tourism industry is taken into account as an economic engine: represents about 2.5% of the country’s GDP. Click on the image to go to Tweet. Are there more indicators? Yes. Trump does not have not been at the head of the White House for three months, so there is still a perspective, but throughout the last weeks they have been published figures and testimonies that suggest that something is changing in US tourism. And not for good. FT He has prepared graphics They show that the flow of travelers with destiny has collapsed from Austria, United Kingdom, Switzerland, Germany, Norway or Spain, sometimes with setbacks that exceed 20%. There is also a puncture on the flights of different regions. “Something is happening”. In general Ita has found that in March they traveled to the US 12% less of foreign visitors who during the same month of 2024. And that the percentage excludes the arrivals from the residents of Canada and Mexico, two markets that do not seem to look with too much enthusiasm American tourist destinations. You have to go back to 2021, when the sector still suffered the pandemic hangover, to find a more dire March. Probably in that percentage has influenced the fact that last year Holy Week fell in March and in 2025 it will do so in April, but the sector acknowledges that there is a background trend that goes much further. “It is clear that something is happening … and it is a reaction to Trump”, Recognize Tourism Economics. Fall of reservations. They are not the only ones to point in that direction. In early April the French hotel group Accor SA, behind several brands and highlighted accommodations in the USA, confessed to Bloomberg TV that European reserves to visit this summer the country of bars and stars have collapsed 25%. Simply, tourists seem to opt for Canada, South America or Egypt. In Spain the Confederation of Travel Agencies (CEAV) also recognized A few days ago that perceives a loss of attractiveness of the US for tourists. With those data as a backdrop, Tourism Economics He has rethink down its forecasts this year for the US sector. If in February it foresee a fall of around 5%, that percentage has worsened until 9.4%already around. The French Voyageurs Du Monde has also recognized the CNN chain that since Trump’s investiture the reserves to the US have fallen by 20%. But … why? “It is probably anxious to enter an unknown territory,” He reflected the executive director of Accor when talking about the trend with Bloomberg. The truth is that the change in tendency in the sector coincides with a complex geopolitical framework: the distancing Between Washington and Brussels after Trump’s return to the White House, the escalation in the Commercial Warthe recession drumsthe speech about the European rear and, in Paul English opinionKayak co -founder, a change in the reputational image of the US. Throughout the last months several European countries They have updated Their recommendations for travelers who move to the US or have shown concern about changes in migratory and border control policies, including guidelines that affect trans people. Denmark ha issued an alert and in Spain exterior has updated Its guidelines. In the US attraction they also influence The news about arrests at the borders. Beyond Europe. The phenomenon goes beyond Europe. China He has issued Warnings on the “deterioration of economic and commercial relations” with the US and warns its citizens: “completely evaluate the risks of traveling to the US and travel with caution.” In Canada the Statistics Office registered in February A 23% drop on car trips to the US. In air traffic the descent was somewhat lower, but also stood at 13%. Those percentages and those of Ita coincide with another phenomenon that has been found for months, especially in Europe and Canada: The boycott of USA products in favor of domestic goods and services or other countries. In fact there … Read more

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