The profession of psychology in Italy is undergoing a period of rapid expansion that simultaneously threatens its very nature as we have known it until quite recently. The main critical issues are: (1) the limited level of professional practice-oriented education provided by university programs; (2) the trivialization of the profession’s public image due to a consumerist use of social media; (3) the proliferation of pseudo-psychological support services offered by unqualified practitioners, such as counselors and coaches; (4) the challenge posed by online psychological counseling, which has opened the market to platforms with largely uncontrollable effects on new and unprecedented modes of service delivery; (5) the challenge of artificial intelligence (AI) applied to psychological services. These critical issues are examined from a historical, legal, and deontological perspective.