WMF Creators Fest

AI writes, rewrites, and synthesizes. It renders everything more accessible yet more fragile, as the loss of attention is ever-present: for this reason, it is essential to perceive web editing as a daily and conscious act of care in writing, source verification, and listening to the readership. Every action is composed of time, doubts, and concessions. And empathy? It reveals itself as a professional competence, enabling the recognition of the actual needs underlying a query and the expectations behind a click.

Artificial intelligence can generate content, analyze data, and optimize campaigns in seconds. However, one fundamental element is still missing: a deep understanding of the cognitive and emotional mechanisms that drive human decision-making.
In this talk, we will explore why neuromarketing and behavioral sciences are more crucial than ever today, and how to integrate them with AI to create truly effective communication, products, and experiences.

The Priority Prism choosing what to do, and what not to do. In recent years, marketing complexity has exploded: new touchpoints, new formats, new platforms, and new AI-driven tools. The promise is efficiency; the result is often fragmentation. Many content strategies start with a clear direction but, over time, become cluttered with disconnected activities—chasing trends, adding channels, and experimenting with tools. Output increases, but impact doesn't. This is precisely when 'enshittification' begins. In this session, I will present the Priority Prism, a decision-making framework designed for CMOs and marketing managers to restore order to complexity. The model is based on a simple principle: every piece of content must be filtered through a specific primary brand goal—whether it's Sales, Awareness, Positioning, or Talent Attraction. Every goal requires coherent actions and, crucially, specific sacrifices. Through real-world cases and practical applications, we will see how to use the Prism to: Select high-impact initiatives.Eliminate 'decorative' activities. Avoid AI-enabled compulsive production. Concentrate budget and teams on a few strategic actions. The thesis is clear: in today's landscape, the ultimate competitive advantage isn't doing everything—it's choosing what NOT to do. This speech is for those who feel the pressure to be everywhere but want to return to a strategy that is legible, coherent, and measurable. Less noise. More direction. Real impact.

This session will address marketing strategy in an era where new, disruptive forces are impacting planning, execution, and creativity. Drawing on established frameworks, Giorgio Soffiato will explore the marketing plan from both a strategic and practical angle. We will analyze how to build a solid path that balances long-term vision with the flexibility required by today’s turbulent market, providing a clear roadmap to navigate uncertainty without losing sight of business objectives.

In an era where artificial intelligence actively enters creative processes, our conceptualization of music and audio is undergoing a radical transformation. In this speech, we will explore how AI can support audio and podcast production, examining the various creative stages (scriptwriting, musical composition, mixing, and mastering). We will analyze tools and instruments that enable the generation of synthetic voices, the transformation of one's own voice, the creation of entire tracks from text prompts, or the implementation of auto-editing solutions for podcasts. Finally, we will look toward the future: what will be the role of the musician, the producer, and the sound designer in a landscape where AI can both extend and redefine creativity?

This speech explores the dialogue between wine culture and short-attention digital ecosystems. How can we narrate territories, identities, and time in a world driven by micro-content? The presentation investigates new narrative codes, ranging from cultural value as a competitive lever to community building, experiential CRM, and AI as a tool to amplify the authenticity and depth of food and wine storytelling.

In this speech, you will discover a practical method for communicating through clear and effective content, despite obstacles such as a lack of time, a dearth of ideas, and the fear of judgment. We shall examine how to continuously generate ideas, organize a streamlined setup, and transform your daily activities into posts, videos, and stories that direct the appropriate audience toward your work.

AI has made podcasting fast, easy, and accessible to everyone. But while production is exploding thanks to automation, listening time remains the same. The question then shifts: it’s no longer about how to create content with AI, but how to avoid becoming invisible among AI-generated content. In a saturated ecosystem, what will truly make the difference? This session looks beyond the tools: to where it’s actually decided who gets heard.