Durante la prossima edizione del WMF, si svolgerà in esclusiva il primo Campionato Europeo di Dronesoccer, l'innovativo esport con droni: oltre ad assistere alla competizione, potrai provare in prima persona l'emozione di questo innovativo eSport.

Dal Busker al BSKIN, dalla pallamano alla pallavolo fino al ballo Country, passando per simulatori di volo e guida al WMF ti aspettano aree interattive per provare sport tradizionali e attività immersive. In collaborazione con Vero Volley, FIGH, EISI, FIPAV, e le associazioni G.R.D - genitori ragazzi down, In.Da.Co., Western Academy e Aero Club pavullo, potrai cimentarti in sfide reali o virtuali, tra movimento, divertimento e tecnologia.

L'evento di formazione, con momenti di confronto e dialogo, dedicato alle PMI realizzato dall' Istituto Tecnico Superiore Servizi alle Imprese.

Durante i tre giorni del WMF potrai vivere l’esperienza unica di guidare una Tesla grazie alla Test Drive Area dedicata. Un’occasione esclusiva per testare in prima persona le prestazioni e la tecnologia dei veicoli elettrici che stanno rivoluzionando il futuro della mobilità sostenibile. Prenota il tuo slot e preparati a salire a bordo!

Area esperienziale di Motor1 sulla mobilità elettrica, con talk live e test drive per approfondire la transizione energetica attraverso il confronto con giornalisti e prove su strada dei veicoli.

An examination of the American innovation ecosystem's power—driven by venture capital, leading research institutions, and a culture of disruption. This roundtable will address the vulnerabilities related to regulatory uncertainty, talent competition, and the ethical responsibilities of building world-changing technologies like Generative AI.

Exploring the unique strengths of India's innovators, from its massive talent pool and digital public infrastructure (like Aadhaar and UPI) to the challenge of scaling social impact and bridging the rural-urban technology gap. Discussing how Indian startups are defining 'what matters' for a rapidly evolving, globally significant market.

Discover how Bitcoin functions as the sole free and uncensorable digital currency, and learn how to secure and store it in a simple and reliable manner.

Selling in the AI Era is the speech where I share the sales methodologies that proved most effective in managing over 500 salespeople across dozens of different industries. I will discuss processes, control, and performance, and how to use artificial intelligence to analyze negotiations, train the team, and maximize commercial results in a measurable and scalable way.

In my speech, I explore art created with AI, demonstrating how, within the horizon of contemporary art, value no longer resides in technique but in the idea. What truly matters is the one who imagines, not who or what executes. Thus, AI becomes a legitimate instrument of the creative act, an extension of human vision and an integral part of the artistic process.

Offering your own SiteBuilder to clients is no longer a privilege reserved for the big players. SiteBuilderBuilder is the whitelabel platform that allows you to hit the market with a fully branded, flexible, and customizable website creation tool—without any internal development. In this talk, we’ll explore how it works, what you can offer your clients, and why more and more operators are choosing to build and market a digital product under their own name.

During a humanitarian emergency, in contexts marked by conflict, hunger, and violence, words become an integral part of medical action. Denouncing injustice, bearing witness to survivors' stories, and celebrating their resilience is a form of care, especially in the many places far from the media spotlight. This is what the field staff of Doctors Without Borders (MSF) learn—a humanitarian organization that, for over 50 years, has combined medical action with the act of bearing witness. When silence is more terrifying than bombs or epidemics, words can become both healing and defense.

In regulated sectors such as aerospace, automotive, and food, quality management demands complex processes, data analysis, and compliant documentation. LIV4 introduces a multi-agent platform based on generative AI that enables natural language data querying, report generation, and the execution of automated operational actions across ERP systems and Excel. Deployable within a few weeks, it reduces operational lead times by up to 70-80%, enhancing efficiency and the control of quality processes.

People Spa manages training, safety, and HR consultancy for businesses. Following two unsuccessful experiences with other software, the company selected Odoo to centralize CRM, sales, projects, invoicing, and accounting within a single platform. A case study on guiding skeptical clients toward digital transformation by addressing their actual needs and earning their trust one step at a time.

For years, we’ve viewed automation as the ultimate goal: eliminating human intervention. Yet, in every system, there is always a 'last cell'—a point where someone makes a decision. The problem isn’t that this cell exists, but that it’s often left unplanned. Natural language has become code, and we risk moving from 'Excel chaos' to 'prompt chaos.' The real difference lies in knowing how to design where and how the human stays in the loop. A talk on AI, the dev mindset, and human-machine collaboration.

The objective of this talk is to provide critical tools for understanding how new media influence the narrative of the body, intimacy, and sexual health. Through a scientific and educational approach, the speech assists in recognizing the distinction between information, entertainment, and misinformation, promoting responsible communication capable of dismantling taboos without trivializing issues that have a tangible impact on individual and collective health. It contributes to the construction of a more conscious digital culture, wherein sexual health, education, and scientific information become instruments of individual empowerment and social impact.

Mission-driven organizations rarely fail for a lack of vision. They fail for a lack of structure in growth. After more than 15 years between international corporates and non-profits, building teams that have generated millions of euros for environmental and social projects, I have learned that impact is not scaled with enthusiasm, but with architecture: clear objectives, defined roles, sales and fundraising systems, strategic partnerships, and results-oriented leadership. In this session, I will share the practical framework I use to transform mission into sustainable growth, without compromising identity and credibility. We will talk about revenue engines, corporate partnerships, team organization, and the main mistakes that block impact-driven entities when they try to grow. This is not a motivational talk. It is an operational method for those who truly want to scale.

In this session, we’ll explore how to transform AI into a high-speed content factory. Moving beyond theory, we’ll dive into practical techniques to generate a full month of advertising in just a few hours. Using tools like Gemini and Claude, you'll learn to create SEO copy, ad creative, images, and automated reports. Discover how to scale your production while maintaining top quality, using optimized strategies you can implement immediately to accelerate your business growth.

n the automotive market, the challenge is clear: scaling volumes while keeping quality high. Through a real-world case study using PMax for Vehicle Ads, we will explore how an innovative test-and-learn approach can completely transform performance in a highly sensitive market. We will cover: technical setups, data-driven approaches, best practices, and concrete results.

After the initial “wow” effect of demos, AI agents face their toughest challenge: production.Autonomy, reasoning, and tool calling promise powerful applications, but without proper control they can lead to high costs, latency, contextual noise, and unpredictable outcomes.This talk explores what happens when an agent moves from prototype to a real operational system.The journey starts from a concrete use case, highlighting the main bottlenecks: context overload, tool bloat, payload management, and web search.It also examines strategies to reduce context without sacrificing quality, guide tool usage effectively, and introduce budgeting logic.The focus is on designing lighter, more targeted, and more sustainable functions.The goal is not to limit the agent’s intelligence, but to provide it with a more controllable architecture.The session will also cover monitoring, automated quality controls, and future scenarios ranging from SLM + LLM systems to code execution.Because a sustainable AI agent is not improvised — it is built through deliberate design choices.

Pegasus è uno degli spyware più sofisticati al mondo e spesso chi viene spiato non se ne accorge. Un viaggio dentro il lato invisibile dello spionaggio digitale: spyware zero-click, tracce che svaniscono e tecniche forensi per rilevare ciò che a occhio nudo non si vede. Un talk per capire come proteggere persone, dati e organizzazioni.

A speech to discover what brand jingles are, their purpose, and why they are significant. Featuring practical examples to construct one's own.

Digital transformation represents a strategic lever for improving the access, quality, efficiency, and sustainability of the National Health Service (SSN). However, the adoption of digital technologies and AI-based solutions does not automatically translate into useful innovation: it requires solid evidence, public governance, value assessment, protection of equity, and integration into clinical-organizational processes. This presentation analyzes the opportunities and challenges of digitalizing Italian healthcare, highlighting the necessary conditions for technology to truly contribute to improving health outcomes, reducing inequalities, and strengthening a universal, fair, and sustainable healthcare system.

How we integrated artificial intelligence into the design process of the complex ecosystem of AISM, the Italian Multiple Sclerosis Association: from defining the discovery mix to synthesizing insights, from the information architecture to content models, all the way to generating prototype content. Through a real case study, we will walk through the workflow, the tools, and the moments where AI added value—as well as those where human judgment remains essential. For now.

Participants will learn to navigate the convergence between executive communication and influencer logic, understanding its opportunities and reputational risks. Through real cases and strategic frameworks, they will gain the foundational principles to build a personal digital communication strategy that drives relevance and engagement while preserving institutional credibility.

Le competenze digitali rappresentano oggi una condizione essenziale per partecipare pienamente alla vita sociale, accedere ai servizi, entrare o rimanere nel mercato del lavoro e comprendere l’impatto delle nuove tecnologie. La diffusione dell’Intelligenza Artificiale rende questa sfida ancora più urgente: non si tratta solo di formare specialisti, ma di accompagnare cittadini, lavoratori, studenti e organizzazioni nello sviluppo di strumenti critici, culturali e professionali adeguati al cambiamento. Il panel approfondisce il tema dell’accesso e dell’inclusione digitale, analizzando il ruolo delle istituzioni, delle fondazioni, della formazione e delle politiche pubbliche nel contrastare il digital divide e nel promuovere nuove opportunità di crescita. Al centro del confronto: alfabetizzazione digitale, competenze AI, formazione continua, nuove professionalità e modelli di collaborazione tra pubblico, privato e società civile.

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.

Information exists within your data that GA4 alone is not disclosing. Discover how Artificial Intelligence is rewriting the rules of CRO, enabling the extraction of profound insights that were previously technically unattainable. We shall analyze real-world case studies where the synthesis of data and algorithms has generated a quantum leap in performance, demonstrating how to revolutionize the strategic approach to your clients' projects.

Un evento dedicato al confronto sullo sviluppo di servizi innovativi e ricerca tecnologica ICT, powered by Clust-er Innovate.

Un evento dedicato all'esplorazione delle innovazioni in ambito territoriale, turistico e agritech powered by Clust-er BUILD, Clust-er Tourism e Clust-er Agrifood.

La presentazione di una soluzione innovativa per la coltivazione domestica che integra un sistema avanzato di controllo ambientale e di crescita, ottimizzando illuminazione e parametri. "Orto Lunare" fornisce cibo fresco e depura l'aria, contribuendo alla sostenibilità.

Registro .it (Cnr) esplora l'impatto dell'AI sulla ricerca online, trasformando comportamenti, parole chiave e visibilità. Un incontro discuterà questi cambiamenti, offrendo networking e un aperitivo.

Maggiori informazioni online prossimamente.

Maggiori informazioni online prossimamente.

Race4Future animerà il WMF con un ricco programma dedicato alla mobilità sostenibile e alle tecnologie del futuro. Per tre giorni, il Mall ospiterà l’Automotive Show, un’area esperienziale con veicoli elettrici, innovazioni green e soluzioni smart.

Grazie al tunnel immersivo site-specific - progettato per il WMF 2025 da Aelion - potrai attraversare un ambiente immersivo di 8mt e vivere esperienze multisensoriali uniche.

Con il simulatore Vitruvian potrai vivere esperienze immersive uniche e coinvolgenti grazie alla totale libertà di movimento a 360° che garantisce livelli di coerenza e fluidità tali da scongiurare la motion sickness.

Musica, robotica e sostenibilità si fondono con One Love Machine, la band composta da robot interamente realizzati con materiali metallici di riciclo. In un tech show musicale spettacolare, i robot si esibiranno live nell’area fieristica del WMF 2026, un'esperienza fuori dagli schemi, tra ritmo, tecnologia e creatività.

Presentazione ufficiale e giornata inaugurale della 5^ edizione della Aruba Digital School, con formazione e confronto tra professionisti.

Un’occasione di incontro tra Invitalia e realtà imprenditoriali per presentare strumenti di supporto alle startup, bandi attivi e nuove opportunità di sviluppo e innovazione.

An exploration of the tech and market synergies between Canada and Brazil. This panel will compare the venture capital landscapes, talent pools, and regulatory environments, focusing on opportunities for cross-continental scaling and how these two major economies are defining 'what matters' for the Americas.

What if you could access over 400 API services and millions of data points on companies worldwide with the same simplicity as sending a voice message? The CTO of Openapi shows how the Telegram ecosystem can become a conversational interface for hundreds of digital services, transforming a chat into a true control center for accessing data, performing checks, and developing automations. A practical talk on how the union between API marketplaces and instant messaging can redefine access to digital services.

L’evoluzione dell’intelligenza artificiale e delle piattaforme digitali sta ridefinendo in modo profondo i processi democratici, incidendo sulla produzione e distribuzione dell’informazione, sulla formazione del consenso e sugli equilibri tra cittadini, istituzioni e attori privati. In un contesto in cui dati, algoritmi e modelli predittivi influenzano sempre più il dibattito pubblico, emergono nuove sfide legate alla trasparenza, alla qualità dell’informazione e alla tutela dei diritti fondamentali. Il panel mette a confronto prospettive accademiche, istituzionali e operative per analizzare i rischi e le opportunità di questa trasformazione e riflettere sul futuro della democrazia nell’era digitale.Modera: Antonello Barone

As a child, I was told that my dreams were impossible. For years, I believed I was flawed, until I chose to transform every limitation into uniqueness. The most arduous journey was learning to love myself. Today, I am IroNadia: a bodybuilding champion and Knight of the Order of Merit of the Italian Republic. My story demonstrates that diversity is not a hindrance, but an immense strength. True limits exist only within the ideas of others; overcoming them is possible, for ourselves and for those seeking the courage to rise again.

Internal communication represents the vital core of any organization aspiring to growth, innovation, and genuine employee engagement. Following last year's success, I return with a presentation that is even more pragmatic and provocative: real-world case studies, prevalent errors, and practical strategies to transform communication into an authentic competitive advantage. Should you seek to understand how to align teams, vision, and results, this session is intended for you.

Filling out documents by hand is one of those tasks that seem minor… until they become a bottleneck. In this session, we will examine how InPdf allows for the transformation of forms and data into complete, coherent, and branded PDFs, ready to be shared in seconds. A practical approach to reducing errors, accelerating workflows, and making every document more "professional" without adding complexity to the team: from internal processes to documents for clients and collaborators.

How is an advertising investment turned into a measurable sales outcome? Every year, companies invest in advertising, yet they often fail to connect generated leads to actual business results. The issue is not a lack of data, but a lack of connection between marketing and sales teams. To address this challenge, YF Studio and Jenia designed an ecosystem of AI agents capable of collecting, qualifying, and managing leads through to conversion, providing full visibility over the sales journey and finally enabling a measurable ROI.

This session will explore how cross-border cooperation in the Euro-MED region can advance innovation and entrepreneurship support by strengthening the role of ecosystem enablers, including incubators, accelerators, entrepreneurship centers, and support organizations. Drawing on the Ripple initiative, the discussion will showcase how regional collaboration, peer learning, and strategic partnerships can enhance the capacity of enablers to support startups, connect ecosystems, and drive more inclusive and sustainable entrepreneurial growth across the region.

We live alongside machines that write, suggest, diagnose, and make decisions with us. But the real question is not how intelligent these systems are: it is what we become when we learn to use them at their best. Focusing on how to design better hybrid intelligence encourages us to move beyond both enthusiasm and fear, and allows us to understand how to build more lucid and responsible collaborative relationships between people and the technologies they use to work, stay informed, and create value.

A joint perspective from two economic powerhouses, Japan and South Korea. This roundtable will contrast their innovation styles—Japan's focus on robotics and precision engineering versus South Korea's rapid-fire digital consumer tech—to understand their collective strengths and the common challenge of navigating rapid demographic change.

Is it 2025 or 1885? For apps, we are SOLID architects, but infrastructure is still in the Old West, caught between fragile YAML and procedural scripts. Let's get into the DeLorean: let's bring the wisdom of the "Past" into the "Present" of infrastructure through Platform Engineering! We will stop "configuring" and start designing Infrastructure as true Software. You don't need a 1.21-gigawatt lightning bolt to beat technical debt: all it takes is the same care you dedicate to your applications.

Globally, an increasing number of teenagers are using AI chatbots to seek mental health support. The risk, however, is that these tools may be perceived as perfect, real-time "substitutes" for professionals. This raises significant concerns, especially when chatbots provide advice that lacks medical-scientific foundations or is potentially harmful, without possessing a genuine understanding of the teenager's life experiences or fragile state.

By now, most brands are using AI in some capacity. But few understand how and why these systems make decisions - which means they’re not actually leveraging AI. Joya Scarlata and Mara Dettmann, hosts of The Marketer’s Guide to the AI Galaxy, unpack the gap between AI adoption and real AI literacy in a session which challenges how brand leaders think about measuring AI success and what “capability” really means in the age of agentic systems. They ultimately introduce a more grounded framework for working with AI - because when everyone has access to the same tools, the real competitive edge comes from understanding what those tools are actually doing, and knowing how to steer them.

The talk explores complexity as a constitutive dimension of the social and the living, transcending the myths of total control and rationality. In the age of AI, it is necessary to rethink systems of thought and epistemologies, healing the rift between the human and the technological. The future belongs to "hybrid figures" and managers of complexity: professionals capable of inhabiting boundaries and integrating transversal knowledge to govern the unpredictable and generate true innovation.

Our client, a leader in the Italian healthcare sector, manages a highly complex funnel: users often enter through campaigns targeting specific facilities or specializations but complete their conversion elsewhere. To accurately track this journey, we implemented custom variables via Google Tag Manager (GTM), enabling us to monitor the facility, specialization, and physician throughout the entire funnel.

Financial reports reflect the past. Behavioral data predicts the future; however, without Identity Resolution, you are training your models on corpses.

Discovery commerce represents the revolutionary present of online commerce. Companies no longer need to chase consumers, but instead integrate natively into their digital spaces. Brands can become an integral part of consumers’ everyday conversations, amplifying their impact and building authentic, lasting relationships that ultimately translate into sales.

A talk designed to help navigate between enthusiasm and concerns surrounding artificial intelligence, starting from the questions that most often generate anxiety and confusion. Sonia Montegiove offers practical tools to understand how AI works, assess its risks and opportunities, and support younger generations in using it. Through the metaphor of an “over-the-counter medicine,” the audience will be guided through benefits, directions for use, and possible side effects, in order to build a more informed and balanced relationship with these technologies.

AI applied to voice opens new possibilities for the non-invasive monitoring of patient health. Through the automated analysis of vocal signals, it is possible to achieve early detection of alterations related to respiratory, neurological, or vocal disorders. This approach offers innovative diagnostic and monitoring solutions that can reach large populations and be seamlessly integrated into clinical and home-care pathways.

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.

In niche markets, where audiences are highly aware and relevance is the only true driver of conversion, mass marketing becomes a risk. The real challenge is using automation to scale a relationship that must feel individual and tailored. In this talk, we will explore how to design complex workflows to manage non-linear customer journeys, typical of those seeking specific, high-quality products.

In the era of autonomous AI agents, relying solely on large language models (LLMs) can become inefficient. LLMs require costly infrastructure, consume significant amounts of energy, and are not well suited for edge devices. In addition, sending sensitive data to the cloud introduces latency, bandwidth costs, and privacy risks. This talk introduces small language models (SLMs): models with millions—rather than billions—of parameters, designed for specialized tasks. These models consume less energy, provide faster inference, and can run directly on edge or embedded devices. Thanks to techniques such as quantization, pruning, and efficient fine-tuning, SLMs make it possible to move intelligence from the cloud to the edge, reducing latency while protecting local data. I will present use cases where SLMs are integrated into distributed architectures, from collaborative robots to IoT devices and federated systems designed for privacy preservation. I will also compare costs and performance with LLM-based approaches, illustrate optimization techniques, and introduce a method for migrating agents from general-purpose LLMs to specialized SLMs, following insights from recent NVIDIA studies. The goal of this talk is to demonstrate that micro language models are not only powerful enough for most agentic AI functions, but also represent a more sustainable and cost-effective alternative to general-purpose models, enabling a more democratic and widely accessible AI ecosystem.

Le città sono oggi al centro di una competizione crescente per attrarre talenti, imprese e nuove opportunità di sviluppo. In questo scenario, l’innovazione urbana si intreccia con qualità della vita, servizi, politiche giovanili e modelli di sviluppo economico, ridefinendo il ruolo delle amministrazioni locali. Dalla valorizzazione degli ecosistemi imprenditoriali all’economia della notte, fino al marketing territoriale e alla trasformazione dei servizi, il panel mette a confronto esperienze e strategie per comprendere come le città stanno costruendo la propria attrattività nel contesto contemporaneo.Modera: Antonello Barone

L’intelligenza artificiale sta ridefinendo profondamente il ruolo delle università, incidendo sui modelli di ricerca, sui percorsi formativi e sulle competenze richieste dal mercato. In questo scenario, gli atenei sono chiamati a ripensare il proprio posizionamento come attori centrali negli ecosistemi dell’innovazione, capaci di formare nuove professionalità e di guidare lo sviluppo tecnologico. Il panel mette a confronto due prospettive di vertice per analizzare come cambiano didattica, ricerca e collaborazione con le imprese, e quali sfide attendono il sistema universitario nel contesto dell’evoluzione dell’AI.Modera: Antonello Barone

We shall operationalize a full-funnel approach designed to drive business decisions: objectives, audiences, channels, content, and measurement. From the initial analysis to the strategic selection of investment areas to maximize demand and conversion, culminating in a measurement system that enables continuous optimization and more effective budget allocation. Engage and Waves serve as accelerators in the key phases: target definition and performance measurement.

Moxoff's solutions offer a journey into the world of AI applied to Healthcare, transforming complex data into concrete tools at the service of research, medicine, and clinical training, while contributing to technological progress. In this way, AI becomes a powerful instrument to enhance the quality of care and reduce margins of error, providing direct benefits for patients, hospital organizations, and the national healthcare system.

Deepfakes are redefining the boundary between what is real and what is false. Through a study on users’ reactions to AI-generated content distributed by sources perceived as trustworthy, we will explore how trust is built in the age of synthetic media. Even when flagged, deepfakes are often misunderstood or ignored, amid polarized emotions and limited critical awareness. What happens to truth when everything can be generated?

“How to Steal a Job from AI” is probably the most useless talk of the day. Because let’s be honest: AI is taking our jobs. Period. So what am I even doing here? Talking to you—pointlessly—about how to “make a difference,” while we’re slowly being replaced by something that doesn’t sleep, doesn’t complain, and doesn’t ask for a raise. But since we’re here… let’s at least see how to lose our jobs with style and elegance.

The quest to extend human healthspan and decode the biological mechanisms of aging is undergoing a profound transformation, driven by an inflection point in artificial intelligence. We are transitioning from a slow, observational approach in longevity science to a highly predictive, generative paradigm. I will explore how the convergence of advanced AI architectures and massive biological datasets is not just accelerating discovery, but fundamentally altering our approach to aging, cellular senescence, and age-related disease. At the foundation of this revolution are groundbreaking advances in biomolecular modeling and structural prediction. When coupled with emerging, purpose-built foundation models for biology and medicine, researchers are gaining the ability to decode intricate epigenetic and proteomic signatures. This enables the rational design of novel geroprotectors, targeted therapeutics, and highly personalized interventions with unprecedented speed and precision. However, the next frontier in longevity medicine lies in the transition from static structural mapping to dynamic biological simulation. The development of "world models" for biology and fully realized "virtual cells" represents a paradigm shift for the field. By simulating complex cellular behaviors and tissue-level interactions in silico, these dynamic models allow us to safely and rapidly test millions of potential anti-aging interventions. They enable researchers to predict complex systemic responses, model the long-term cascade of cellular aging, and evaluate multi-drug regimens without the immediate need for decades-long clinical trials.

The speech aims to analyze the relationship between law and artificial intelligence, examining the models of technological humanism and digital sovereignty in light of European regulation (EU Regulation 2024/1689) and national legislation (Law 132/2025). The governance of artificial intelligence—based on risk, transparency, and human oversight—drives an evolution in legal principles and instruments, while at the same time revealing unprecedented challenges that must be addressed.

Designing for different platforms by finding common ground. A firsthand account of building a design system engineered to live across web, mobile, and TV. A complex, ongoing project, shared as it takes shape.

In 2026, the winner is not the one who publishes the most, but the one who understands how attention works. With a feed scrolling faster than ever—more creators, more formats, more stimuli, more noise—the real problem is no longer publishing more, but understanding where attention actually lies and how to capture it without burning out your brand in the process. In this talk, we will analyze how user behavior has changed on current social media, which formats are truly retaining attention, which dynamics are dying even if they still seem "trending," and why chasing the algorithm is no longer a sustainable strategy.

XR training is no longer just about putting on a headset. The XR2Learn project (Horizon Europe) has built and validated AI systems that detect learners' educational state in real time - adapting challenge, pace, and content dynamically. From no-code authoring tools to open-source affective AI models, discover success stories of how immersive, human-centric learning is becoming accessible to SMEs, educators, and training providers across Europe.

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.

AI agents are the shiny new toy. Everyone’s talking about them. Very few are using them in a way that actually drives Google Ads profit. This session cuts through the noise. You’ll learn how to build a safe, reliable system of AI agents that can take real PPC work off your plate, boost productivity, and help you scale without drowning in more accounts, more tasks, or more chaos. No vague theory. No AI fluff. Just a clear, practical framework for deploying autonomous workflows that improve performance and free up your time. After this session, you’ll know how to: Build agents that help manage and optimize PPC accounts Understand the difference between true agents and basic LLMs Choose the right tools for your agent stack Follow a step-by-step path to implementation Start using agents to grow your business and improve client profits If you want to stop watching the AI hype train fly by and actually put it to work, this session is for you.

In 2026, the customer journey has gone 'silent': AI agents and zero-click searches now mediate interactions, making old click-based models and navigation tracking completely inadequate. This session outlines our proposition for end-to-end measurement that unifies signals from the pixel to offline CRM data, centralizing everything in BigQuery. We will shift the focus from vanity metrics to CLTV and pCLTV. We’ll explore why incrementality measurement protocols and Marketing Mix Modeling (MMM) are now the only tools capable of proving the real impact of marketing on company margins.

Generative AI has theoretically revolutionized content creation. In practice, however, brands face a paradox: it has never been easier to produce unlimited volumes of content and it has never been harder to ensure that this content actually looks and feels like the brand. The result is an abundance of generic, interchangeable, visually identity-less assets that rarely deliver on KPIs. In a world where content is the most powerful brand touchpoint, this isn’t just inefficient — it’s risky. This keynote introduces a scientifically developed workflow that bridges the gap between brand identity and AI. It demonstrates how brands can empirically decode their visual DNA, align generative AI with it, and predict performance before anything goes live. Three developments sit at the core and they define the future of content creation: 1. From Generic Output to Brand-Specific Signature How the visual DNA of a brand can be algorithmically captured and why this is the foundation for truly differentiated, recognizable, and on-brand GenAI content. 2. KPI-Optimized Generation Instead of Trial-and-Error How content can be guided not only by aesthetics but by data, enabling more precise targeting, stronger relevance, and higher performance across the entire consumer journey. 3. Predicting Performance Before Content Goes Live How AI reduces human subjectivity in content selection, minimizes creative risk, and enables faster, more confident decision-making. The keynote blends research insights, practical examples, and learnings from data-driven brand communication. It shows how brands will use AI in the coming years not to simply produce more content, but to create better content; content that is on-brand, KPI-effective, and scientifically validated. This is how generative AI evolves from a creative guessing game into a validated system that unifies brand identity, KPIs, and performance prediction into one scalable workflow.