Content Marketing

Check out the Food Truck Area, a dedicated area set up outdoors, where you can sample some local dishes, sandwiches, pizzas, and other food specialties during your WMF downtime!

Quantum Girl, appassionata di arte e narrazione, ha trovato nella fisica una nuova dimensione. Consapevole del divario di genere nelle STEM, ha deciso di utilizzare i social network per rendere la scienza accessibile e affascinante per tutti, in particolare per le ragazze. Con contenuti creativi e coinvolgenti, condivide la sua esperienza, curiosità scientifiche e l'importanza di promuovere la cultura scientifica. Il suo obiettivo è ispirare altre ragazze a seguire i loro sogni e a non sentirsi escluse da un mondo che ha bisogno di voci diverse e di una rappresentanza equa di genere

The AI Index, led by a diverse team of some of the world’s leading AI thought leaders, is a comprehensive initiative that tracks and measures the progress of Artificial Intelligence (AI) technologies. This presentation provides an overview of the latest trends in AI as told by the 2024 AI Index report. This talk will cover AI from a wide range of perspectives, including trends in technical performance, the economy, policy, ethics and public opinion. Learn about AI from the very same report that has informed some of the world’s leading policymakers, researchers and CEOs.

Experience first hand the ultimate freedom of true flight by attending the amazing flight led by Gravity's pilots.

Presentation of the day's program by the WMF team

Microsoft Advertising offers a full funnel solution to reach consumers at every stage of their purchase journey. We will look at how to create advertising campaigns on different platforms, including CTV, display, Netflix and Xandr. These platforms use AI to increase visibility, generate qualified traffic, convert visitors into customers and build user loyalty. We will look at advanced targeting, optimisation and measurement tools to maximise return on investment.

Artificial Intelligence represents a tremendous opportunity today. An opportunity for creating new services, for the world of work, and for improving the society in which we live. But as always, with great opportunity comes great responsibility, and we must ensure that technology and its widespread use do not create disparities or exacerbate existing ones. Therefore, we will address the issue of gender discrimination perpetuated by AI systems by reviewing some cases from recent years and discussing the underlying motivations behind them.

In the digital age, the relationship between individuals and brands is constantly evolving, driven by relentless technological advancement. This transformation is set to redefine the true future value of branding. The ‘Future Brands’ study by the GENS observatory aims to analyse generational differences in brand perceptions, involving a broad spectrum of the population, from 16 to 60 years of age. Through this survey, the aim is to identify the branding elements that are most relevant in the current and future media landscape.It will provide a detailed overview of the evolution of brand perceptions in the technological age, offering valuable insights into the branding factors that are key to effectively engaging different generations of consumers. What characteristics will brands need to thrive in an increasingly digital future? The study aims to answer this question, providing communication professionals and managers with a set of insights and communication drivers.

In this speech, we explore the regulatory landscape introduced by the new European AI Act, with an enhanced focus on data-centric strategies for managing artificial intelligence systems. This discussion centers on how high-quality data underpins the compliance requirements and technical guidelines of the Act. We will delve into crucial aspects such as robustness, accuracy, and human oversight, emphasizing the role of data in achieving these metrics. As artificial intelligence reshapes industries and societies worldwide, understanding the regulatory framework that governs its deployment becomes increasingly important. By prioritizing a data-centric approach, we aim to dissect the complexities of the AI Act and propose innovative solutions that advocate for a future where data ethics and innovation are intertwined. Join us as we navigate through the implications of the AI Act and champion a data-driven future in AI regulation.

Join global Instagram expert, Jenn Herman, for this tactical session to maximize your Instagram strategy. You'll learn the 3 things that matter right now on IG. Learn how to optimize your profile to get found in more searches by your target audience. Master how to create Reels that attract new followers and serve your existing followers - all without the need to dance or lip sync! And discover the valuable power of direct messages to better connect with your followers and drive more leads and conversions from Instagram. You’ll leave with actionable steps to implement immediately!

The presentation is dedicated to defining or updating your career path in the digital realm. It will analyze how to seize career opportunities in the digital job market and how to navigate the choice between working for a company, agency, or as a freelancer, while also balancing work-life equilibrium. The Career Plane method and other practical tools for organizing and monitoring one's career over time will be introduced. Next, the management of skills in the digital sector will be examined, balancing hard and soft skills, which are crucial for standing out in a competitive work environment. An opportunity to acquire practical knowledge and strategies for a successful career in the digital field.

Today, Configurators and 3D Visualizers are essential innovative tools in online sales. They offer immersive experiences, allowing customers to customize and visualize products well before purchase. The speech will analyze the various types of 3D Configurators, also through the narration of some case studies designed by the Tredo team, demonstrating their positive impact in optimizing sales processes and reducing waste.

During our speech, we will unveil how the integration of artificial intelligence and key metrics can transform WhatsApp into an unparalleled marketing tool.We will illustrate how to track and interpret KPIs that help measure the effectiveness of campaigns on WhatsApp, enabling businesses to optimize their strategies in real-time. Additionally, we will share concrete examples of how AI not only automates processes but also personalizes the customer experience, thereby increasing conversion rates and loyalty. Through lessons learned from our successes and challenges, we will provide practical case studies and proven strategies to fully leverage the potential of WhatsApp as a communication and sales channel, outlining a clear path for the future of digital marketing.

The story of little Vale and how as a child she dreamed of becoming an archaeologist, teacher, singer, actress, and journalist. The story of how as a child she dreamed of becoming everything and how at 27 she had become nothing. Let's talk about how painful it can be to give up the privilege of education due to a poor family background, in every respect. And how in the end, thanks to social media, little Vale is managing to become everything, despite everything.

Let's discover how artificial intelligence is redefining digital interface design. We'll analyze the current state and the most interesting and promising tools already available on the market. We'll discuss how these technologies can be effectively integrated into every phase of the UI creation and development process, their limitations, but also their future potential. Can AI truly replace us and take away the job of UI designers? Let's talk about it together.

In the digital world, user experience is paramount. Knowing in advance the inclinations, preferences, attitudes, and behaviors of our audience allows us to anticipate the right actions in communication, marketing, sales, or HR. By combining psychometric profiling tools with artificial intelligence, we can revolutionize the user experience on one hand and give organizations a competitive advantage on the other.

How to launch and position a product in the luxury sector through the personal branding of an unknown person, without investing in a structured media plan. The story of a designer who became the ambassador of her brand worldwide with one strong belief: I do not sell online. The case of Chiara Voliani.

Explore how technology can be used to monitor and promote human rights, corporate social responsibility, digital accessibility for people with disabilities, diversity & inclusion, and anti-discrimination on a global scale, as well as the challenges and opportunities connected with the design of its legislative landscape.

Global culture is rapidly transforming as digital technology, in particular AI, becomes an integrated aspect of how we see and engage with reality. Many leaders are challenged as they try to keep up with the growing complexity and demands of the hyper-paced digital economy while also leading their teams through this time of uncertainty and change. It is not enough to be agile and technologically savvy in these times. As various modern day philosophers have urged, it is emotional intelligence and mental flexibility, guided by a deeply informed value system, that will enable people to adapt and potentially thrive in these disruptive times. It is a nuanced understanding of the upside of human potential, and the mental discipline it requires to cultivate this, that will distinguish the leader of the future from an ordinary leader. The leader who can navigate this new climate, role-modeling the internal resources needed, such as self-awareness, presence, empathy and wisdom, can encourage their teams to move beyond fear and creatively participate in shaping this new era of possibility. A leader who recognizes that we must make progress in wisdom as fast as we make progress in technology.

Artificial Intelligence is revolutionizing the interaction between businesses and consumers. This momentous change comes at a particular historical moment for e-commerce. After the pandemic years, online commerce is finding its natural place within companies' omnichannel strategies, leading to steady growth in competitiveness on this front as well. Virtual Agents and a different way of communicating with customers can represent an innovative and influential business driver for online stores.

Let's demystify Gen AI and see how we can apply it to fun, approachable solutions, with a magical twist. We'll first explore how vector embeddings and LLMs work, before we set off to build our search solution (with a live demo). Using the Elastic Python clients we first create indexes for Harry Potter characters, and film subtitles. We can import compatible 3rd party LLMs through an enriching pipeline; allowing us to add sentiment analysis and embeddings to our text. We’ll build a semantic search engine that can browse the books better than the ultimate fan.

Companies seek customer retention, but loyalty is increasingly difficult to achieve. Through engagement-centered loyalty programs rather than promotions, companies can oversee every customer touchpoint and leverage collected data. We will explore omni-channel loyalty use cases and focus on technology, data, and marketing automation. Because loyalty, like CRM, impacts every department of the company.

In the increasingly competitive and customer-oriented context of contemporary marketing, understanding customers' personalities has become a crucial objective for businesses. AI has revolutionized the way we analyze and interpret customer data, opening up new opportunities to deeply understand their preferences, behaviors, and needs. In the case studies we will present, concrete examples of companies that are already successfully leveraging AI will be illustrated, taking into account the ethical challenges and privacy considerations associated with these practices.

Explore the concept of "coopetition" as a powerful driver for collective action and discover how partnerships can accelerate progress towards a more sustainable future.

The energy transition represents an unprecedented evolution for the electrical system! Terna, in its role as Transmission System Operator, has equipped itself with methods and tools to ensure that technology and innovation serve as strategic levers to address this monumental change. We will discuss the challenges that an infrastructure manager like Terna faces and how Open Innovation can provide answers and tangible solutions to these challenges. Venture Capital, Outposts in Silicon Valley, National Innovation Community: these are the tools supporting the evolution of the Italian TSO.

Google Business Profile is introducing significant changes that impact aspects of Local SEO, the Social dimension, the utilization of AI, and much more. Understanding Google's moves and interpreting user changes is essential to fully leverage the potential of Local Search Marketing.

Moderator and Speaker: Vincenzo Tiani

This panel discussion delves into the expanding role of biometric technologies, which have moved beyond simple applications like smartphone security to become central in extensive surveillance networks. It highlights the critical privacy and human rights issues that arise as these technologies are increasingly embedded in everyday life. The conversation will cover the ethical challenges, regulatory frameworks, and future implications of biometric data use, emphasizing the need for balanced advancement that respects individual privacy and prevents potential misuse. 

Renewable energy sources, as vital as they are volatile, are at the center of new distributed energy production systems, such as Renewable Energy Communities (RECs). However, the limited controllability of renewables can lead to power grid instability problems, creating disruptions for the country's civil and manufacturing sectors. We will explore a Reinforcement Learning solution designed to optimize energy flows in RECs, maximizing environmental, social, and economic benefits for both communities and the entire country.

Let's start here: this panel discussion will help you identify what opportunities should be seized by Italian startups, SMEs and companies and what conditions can make Italy increasingly attractive to those who will choose to innovate from our country.

Moderator: Camilla Rangoni
The introduction of artificial intelligence (AI) in democratic societies presents a range of challenges, threats, and opportunities that deserve careful analysis. This panel will explore how AI can influence democratic processes, highlighting both the risks of public opinion manipulation and social control, as well as the potential to enhance civic participation and governmental transparency. During the debate, we will discuss how AI can be used both to strengthen and to threaten democracy, with a particular focus on the implications for established democracies and totalitarian regimes.

Are social media ruining our mental health? Is it possible to find a balance between FOMO, social comparison, malicious individuals, and the communication needs that drive people to spend more and more time on digital platforms? This speech will explore the interaction between mental health and social media, analyzing both the positive and negative effects of digital platforms on psychological well-being.

Have you ever worked with SEO in the adult industry? In such a sensitive field, where there are many new ideas and limitations, I'll tell you about a case study that increased the client's earnings by leveraging automations.

Rocco Rossitto, author of Saying something does not mean having something to say, and Sergio Sentinelli, author of Asking the right question. The art of working with ChatGPT and AI, dialogue on the topic of communication in the time of AI. On the one hand the point of view of a communication consultant, whose twenty years of experience have led him to reflect on the concept of tailored-made communication, where there can be no cooked and eaten recipes. On the other hand, that of someone who is engaged in a continuous dialogue with the most famous machine of all, ChatGPT, in order to be able to obtain the most effective answers, capable of saving us precious time. What would happen if we asked ChatGPT what is the best communication strategy? "It depends" might be its answer?The speech will be moderated by Elisa Basso

In a rapidly changing market, Performya turns your marketing into a true Omnichannel Data-Driven Engine in one click. Today there can be no other useful marketing choice.Get a unified and reliable view of all your online and offline activities with one intuitive analytics hub.Performya offers a tailored approach to marketing, with optimized, pre-configured solutions for every industry.Find out now with concrete data how Performya helped other companies overcome challenges and achieve their goals!Because it’s gonna be yours next.

In an era dominated by rapid technological advances and constant change, the question arises: How do leaders foster environments that not only nurture health and well-being but also inspire and propel their teams toward unprecedented heights of motivation and engagement? This presentation delves into the vital role that leadership plays in shaping future-ready organizations, highlighting how they can serve as bastions of well-being, innovation, and positivity. It explores the intricate dynamics between leadership, culture, and community, emphasizing how adept leaders foster a culture of engagement, creativity and collaboration.

IT Value Partner is pleased to present at WMF2024 how to leverage the potential of blockchain technology to define innovative protection mechanisms for businesses and consumers. Through the AIDA® platform and the use of Digital Assets, we will explain how it's easy to combat counterfeiting while simultaneously offering innovative experiences to consumers.

Cities are living organisms, and their prosperity is based on their resilience and in their ability to adapt to changes, and emerging technologies can be used as allies in urban planning.

The role of the Digital Marketing Manager is increasingly evolving into that of a comprehensive Marketing Manager. In this session, participants will be guided step-by-step through the strategic framework of marketing and the future of digital, with the goal of avoiding fleeting trends and restoring marketing's dignity as a comprehensive economic science. The approach will be practical and operational, enriched with case studies, while respecting the academic value of the discipline.

SACE's ESG strategy aims to integrate environmental, social and governance criteria into business decisions maximizing the impact on the 17 SDGs.With innovative tools it supports Italian companies on the path of business reconversion and development, ensuring economic and social sustainability. We will tell you about the new ESG Hub Platform and how, through the use of Text Mining, sustainability-related news can be transformed into value for the company.

SexJujube is an innovative start-up company dedicated to revolutionizing the world of e-commerce in the area of sexual wellness. We sell selected sex toys online to ensure the sexual well-being of everyone, with a special focus on people with disabilities. We offer expert advice and educational services to break down taboos and promote healthy and inclusive sexuality. With SexJujube, every individual can explore pleasure in a safe and satisfying way, regardless of their physical abilities.

Presentation of the Quarterly Venture Capital Investments Observatory in Italy

Reaching the right user is always challenging, but it becomes even more so when our audience is a highly specific professional figure in the construction industry. Over the course of several years, with Mapei, we have refined methods to intercept and engage the right individuals on Google, YouTube, and Meta.

Hunt for the new bosses of the globalized world: the secrets of the super cartel dominating international crime revealed by the journalist who uncovered the mafia's infiltration in Rome and the power of the Casamonica.

Logo? Do you really think that's enough to make your brand recognizable? To create a truly memorable brand, you need to identify your brand codes (visual, auditory, olfactory, and verbal) and use them everywhere, as consistently and redundantly as possible. In this speech, we will explore the various types of brand codes, with examples of brands successfully applying them.

On 10 December 2023 the United Nations celebrated 75 years since the adoption of the Universal Declaration of Human Rights in 1948. This milestone document set out for the first time, fundamental human rights to be universally protected and yet these rights continue to be infringed upon at will by the member states. With major geopolitical tensions spanning three continents the Middle East, Europe and Africa it's becoming increasingly clear that human rights do not apply to all, Dignity, Freedom and Justice is the privilege of the few. This panel will critically examine the state of geopolitics and put to test the Universal Declaration of Human Rights against gross human rights violations in the Middle East, Europe and Africa.

Customising dynamic creative allows you to best showcase the products in your catalogue and at the same time enhance your brand, all in one sales-oriented ad.The speech will provide an overview of dynamic ad design, including the use of dedicated tools, best practices and results from selected AB tests.

We will present the two innovative apps entirely based on A.I. to help anyone who wants to start their own business and anyone who wants to have a genius alter ego: GetYourBiz is an app that, using artificial intelligence, analyzes the user's idea and provides a personalized business plan as well as also offers suggestions to accompany the user at every stage, from the creation of the business plan to the start of the business. On the other hand, MyGenMe is an innovative app that serves as a personal assistant that adapts to the user's needs by providing personalized support for achieving goals, improving life, developing skills, and optimizing work.

Creating content is easy, anyone can do it. But knowing how to do it effectively is the key. Elements such as passion, understanding your audience, and constant practice are fundamental for creating successful content. In this speech, you will discover how to overcome creative obstacles and transform your vision into engaging and meaningful content.

We are inclusive, innovative, and sustainable." "With us, you'll find a fresh and stimulating environment." "Resources are important to us." Yes, on social media, and then nothing is true. How many times have you experienced this boredom towards brand communication? Too many for me. Today, consulting firms are too focused on talking about their products and services, and this makes them very dull. What is needed? Talking about the needs of their target audience. Only in this way can turnover and frustration be reduced, and the best talents attracted. Because let's say it, this institutional communication is just from...consultants :)

Information architecture is crucial to the success of an e-commerce, but how best to design it? Users in the middle or keywords in the middle? Is it possible to find a compromise or will marketers and designers always have their gloves on? We look forward to seeing you ringside in the UX room!

Monika Bielskyte's research explores how SciFi influences real future-making, and often biases us to focus on fictional dangers while ignoring very real risks. AI is set to supercharge hybrid warfare and facilitate social and geopolitical fracturing - how can we avoid fear-based narratives, while ensuring that Gen AI tools are used not just to simulate/distort our past or present reality, but also to foster population scale resilience and prototype more expansive, hopeful and livable future possibilities?

A strong chance of getting a grant for your innovative project, especially for women-led startups and startups established in "emerging" countries or regions as innovators.

How do you get your contracts signed? With Online Firm, not only do you transition from paper to cloud, but also from scrap paper to legally valid documents. Let me tell you how advanced electronic signature can enhance the efficiency and competitiveness of your business by reducing document management times and ensuring regulatory compliance. Examples and use cases included.

Moderator and speaker: Antonio Palmieri
In collaboration with Fondazione Pensiero Solido
In 2024, over 50 elections worldwide and a voter turnout of 2 billion citizens marked it as the most electoral year ever. The discussion centers around the growing role of artificial intelligence and digital media in politics, focusing on generative AI and its revolutionizing effect on political communication. Ethical challenges and political implications are addressed, along with strategies to ensure responsible and inclusive use of these technologies in digital governance, promoting transparency, accountability, and democratic participation

The approval of spot ETFs and Bitcoin's halving have reignited interest in cryptocurrencies. But in case of legal issues, can they be seized? Analysis of the reference regulations and prospects for an asset experiencing strong expansion but lacking legal precedents

What are the key elements to consider when building and then scaling a B2B vending machine? And how to make it both high-performing and replicable?The fundamental steps to take are always five:Find the Product Market Fit.Build the absolute best Revenue team for the company's stage of life.Have clear processes for converting opportunities into customers.Activate the best acquisition channels for your business model (Outbound, Inbound, Advertising, Referral, Existing Customer Base).Assemble the right technological stack to have full control over the metrics that matter and thus the entire sales machine.Let's see how ResultConsulting applies these concepts for itself and for its clients

Marketing Automation is changing. The strategies that worked 10 years ago, even just 5, don’t work anymore. Your contacts are flooded with commercial emails, which they delete without reading.What can a company do to succeed with Marketing Automation? It has to adapt to the times. Change strategy. The modern company, to succeed, must think bigger. He needs to move from the concept of Marketing Automation to that of Customer Experience Automation.

Vector databases are transforming how we handle data, allowing us to search through text, images, and audio by converting them into vectors. Today, we'll dive into the basics of this exciting technology and discuss its potential to revolutionize our next-generation AI applications. We'll examine typical uses for these databases and the essential tools
developers need. Plus, we'll zoom in on the advanced capabilities of vector search and semantic caching in Java, showcasing these through a live demo with Redis libraries. Get ready to see how these powerful tools can change the game!

Italy is home to a growing startup ecosystem, with active involvement from both the public and private sectors.

Smart City, Smart Community, IOT, Mobility, Energy Prosumer Market, Energy Storage, Efficiency & Management, Renewables & Alternative Fuels, Platform Economy, Big Data & Analytics, Environmental Sensors, Digital Twins, Smart Home & Buildings.

In the presentation "Building Meaningful AI," we will explore the processes and principles involved in creating artificial intelligence that not only solves complex problems but also carries social and ethical significance. We'll delve into the integration of human-centric design, the importance of transparency and ethics, and the impact of AI on society, ensuring that the technology we develop is both innovative and responsible.

In this workshop, we will explain what an omnichannel strategy is, its importance in the current scenario, and how the feed manager can serve as the connection point between all the various company channels and touchpoints thanks to its customization capabilities. Additionally, we will highlight the importance of having unified, real-time updated data through case studies.

A new method of interpreting and narrating data that simplifies the understanding of insights from different qualitative-quantitative research. CRO is transformed into an intuitive and accessible process that connects the languages of Analytics, SEO and UX experts into a single voice. The goal? To guide companies towards quickly identifying website pain points and planning the most effective actions to optimise digital performance.

The development of technologies applied to packaging, and the search for suitable materials and solutions to reduce the environmental impact of products, are central themes in the construction of an economy and culture of sustainability. In this direction, the intervention focuses on the role of primary importance played by the level of knowledge/awareness and choices of consumers as actors potentially capable of orienting the choices of the production system and the market. 

An in-depth and unique analysis of the sustainability strategies integrated at the Hotel Cosmopolitan Bologna. A journey from environmental commitment to social responsibility, demonstrating how sustainable innovation can be economically advantageous and culturally enriching

 Moderator: Antonello Barone

The panel will explore the critical role of digital innovation and educational technologies (Edutech) in the future of higher education. It will discuss how universities must evolve to meet the needs of modern students and the challenges of a rapidly changing world. Rectors and representatives from prestigious Italian universities will assess Edutech's contribution to scientific research, facilitating collaboration and data access. The event aims to outline strategies for maximizing the potential of digital innovation in academia, with a focus on the application of artificial intelligence.

Moderator: Nico Perrone
This panel highlights the pivotal role of regional administrations in fostering local economic development through innovative policies and strategies. It aims to discuss best practices and tools to create a conducive environment for both the establishment and growth of businesses, emphasizing digitalization and international competitiveness. Additionally, it will focus on supporting businesses in transitioning towards digital technologies and ecological sustainability. Measures to enhance SME competitiveness, particularly through projects combining digital innovation and sustainability, will be explored.

Artificial Intelligence poses significant challenges to professionals and organizations. Some of these are technical challenges, related to the search for ever greater efficiency in model training and speeding up, for which the use of supercomputing is a key factor. Others concern the imagination of new ways of interacting with Artificial Intelligence: we will explore in particular anticipation and creativity as facilitators of innovative experiences.

Every year in Europe, 16mld cups are produced and 2mld disposable containers inevitably destined to become waste. The usefulness of containers is very short, the average time of use being about 30 minutes. And it is in this scenario that Aroundrs was created to offer a circular and sustainable alternative, making packaging reusable through the use of technology and data with the goal of countering the increase in waste resulting from the use of disposable containers.

A meeting to tell the success stories of companies belonging to the entrepreneurial and territorial ecosystems of some of Italy's 13 Emerging Technology Houses (CTEs), with a focus on the cultural and creative industries.

The web can be a powerful tool to give a voice to causes that have been ignored for too long. Starting from my story, I will talk about how the Internet can be a means to understand that regardless of one’s body, every individual deserves respect and the same opportunities given to those with a body that conforms to society's standards. I will share the challenges I have faced along the way and how I have overcome common prejudices, using my online platform to inspire and encourage others to do the same. We will then examine how the web can be a fertile ground for creating inclusive and positive spaces that celebrate diversity in all its forms.

​A journey that led an important B2B company to better understand its subscriber base, send more relevant messages to the right people, and qualify leads to pass on to Sales. Through the martech platform MagNews, we integrated automated workflows, on-site messages, and lead scoring processes to transition from a situation of occasional and undifferentiated sending to a strategy aimed at nurturing relationships with prospects, clients, and stakeholders.

Do you ever stop and realize you're not happy? Of thinking that office work and a cramped apartment suddenly aren't for you anymore? After a life at one hundred miles per hour, Alessandro Brunello moves from the metropolis to the South to discover another paradigm of happiness.The author teaches us - naturally and ironically - that there are no rules for happiness, but there are places where being happy is not so impossible.

Beenear: continuous evolution and innovation in the IT sector, transitioning from services to integrated solutions for a future without limits.

Brand identity, market intelligence, planning and measurement, from strategy conception to testing. All of this, before investing. The effective and sustainable method, which you too can use, to design marketing strategies quickly and comprehensively. An analytical, creative, agile, and data-informed mix: the formula that changes and grows brands, services, or products in 4 days.Techniques from big companies, without astronomical budgets, to integrate Lean culture of Agile Marketing into SMEs

In the age of artificial intelligence, intelllectual Property ( IP) ownership challenges arise in the realm of AI-generated inventions and ownership, necessitating clear guidelines. Without explicit policies, ambiguity and disputes hinder innovation. Clear ownership definitions foster collaboration and innovation. Recognition of both human and AI contributions is vital in patent intellectual Property law evolution. Can AI be recognized as inventors or owners of their work? Legal frameworks must adapt to accommodate technological progress. Clear guidelines and recognition of collaborative efforts are essential for a future where innovation thrives alongside IP legal clarity

Investing in startups across Europe can be an exciting venture.

We will explore the complex dynamics between work and Artificial Intelligence. This presentation will analyze the emerging challenges in integrating AI into the workplace, offering practical solutions and discussing the crucial importance of managing the impact on the organization and human resources. An opportunity not to be missed to better understand the future of work in the AI era

The talk aims to share the main market data and then focus on the main innovative trends in the sector, integrating traditional analysis methodologies with innovative approaches that allow to understand consumers' needs, characteristics and travel habits in real time.  The aim is also to offer an overview with respect to the state of the art of the main Italian startups in the world of tourism that are responding to some of the main challenges of industry operators.

We will discover together how entrepreneurship can be fueled by your passion and how this can become the driving force for launching and growing a successful business. Through innovative strategies and unconventional practices, we will explore the path to entrepreneurial success, breaking patterns and challenging conventions. If you are ready to turn your passion into a profitable business, this talk is exactly what you need!

The EU-WATSON project will develop a set of tools and systems to detect and prevent fraudulent practices along the food supply chain. The main objective is to increase consumer awareness of the safety and value of food, leading to the adoption of healthier lifestyles and the development of sustainable food ecosystems. In particular, one of the pilots of the project wants to guarantee the authenticity and traceability of EVOO by creating a digital DNA fingerprint by portable, low-cost devices, automatic techniques to process the data. 

AI, Generative AI, and the concept of a copilot are transforming businesses, introducing new jobs and new ways of working, with a focus on Augmentation and Automation. The session will provide an analysis of the expected transformations in the job market. What are the typical applications? What are the essential skills to fully leverage the opportunities offered by AI? How to promote Responsible AI adoption? And what does the European AI Act require in terms of corporate organization?

The writer Cristian Cevoli has managed to sell a thousand copies with his work 'Fidarsi di ogni emozione'. As an author who has resorted to self-publication, he bears witness to how resourcefulness and determination can be the keys to reaching the target audience. Is it really possible for everyone to follow the same path as Cristian Cevoli? What does it mean to promote a book today? The author himself will give us the answer, in dialogue with his literary agent Marylin Santaniello.

Area "WORK FROM ITALY" Rete HUBitat - Scopri le iniziative volte alla diffusione del nomadismo digitale in Italia.

MarghERita is the super computer that the Emilia-Romagna Region makes available to public administrations in the territory to orient, interpret and guide regional and territorial policy choices with data. The project is financed with resources from the Fund forDevelopment and Cohesion Fund (FSC).The supercomputing machine is equipped with 75 physical computational nodes, each consisting of 2 processors (with dedicated cards for parallel computing), 512 GB of Ram and a graphics card. It enables the realisation of projects that require the processing of large amounts of data (big data), which are initially initiated by the regional administration, autonomously or in collaboration with universities or other public bodies, but which will then be deployed and made available to the local authorities. The call for applications for the use of HPC is online andwill remain open until the end of 2024.Experiments are being conducted by the Emilia-Romagna Region on four application areas: road accident mitigation, environmental disaster prevention, pollution reduction and epidemiological surveillance. During the speech, the hardware and software features of the platform and some ongoing projects will be illustrated.The MarghERita project is led by the Resources, Europe, Innovation and Institutions Directorate of the Emilia-Romagna Region - Digital Innovation, Data, Technology and Archive Centre - Data Area in collaboration with

BMA Showcase Festival è un festival itinerante che ha come fine la presentazione e la promozione al pubblico ed agli addetti ai lavori dei progetti selezionati da una commissione artistica, offrendo loro la possibilità di esibirsi live in diversi contesti, durante un percorso di più mesi con l’obiettivo di osservarne e valorizzarne la crescita. Finalisti:
Bravo, Bravissimo
Lumen
Frenèsia
Alaska
Dalilah

Often, brands promote the "culture of identity," building teams around the personalities of leaders, thus avoiding dreamers with their eyes wide open, ignoring the taciturn because they assume that being introverted is a sign of weakness, and seeking those who resemble them. But often creative success comes from listening to people who don't think like us, from those dreamers who, faced with something taken for granted, look at you with a spark in their eyes and say, "What if..." We discuss this with Riccardo Scandellari and Cristiano Carriero, Hoepli authors, speakers, and branding experts.

In Puglia vi sono strumenti per tutte le dimensioni di impresa, dalla micro alla grande impresa. TECNONIDI, PIA, CONTRATTI DI PROGRAMMA e molti altri bandi aspettano te.Vieni ad investire in Puglia. Per nascere, crescere, fare networking.Sessione Q&A.

Since 20 years, Alec Ross has held a leading place in the competition between states to imagine and invent the future. Following experience as a start-up entrepreneur and adviser to Barack Obama, he comes to Bologna with a perspective on how the next 20 years of innovation in Italy can unleash higher levels of inclusive prosperity.

The Newsletterati return to the WMF: the Italian network of authorial and independent newsletters spanning various topics such as marketing, journalism, philosophy, and technology. Within the context of the WMF, some of the Newsletterati authors will bring their own experience, insights, and vision on the future of newsletters. 
This session will take place in the Open Stage 10 - Hall 30.

In 2021, Fabio and Edoardo, tired of the heavy toxicity seen on mainstream platforms during the pandemic, created Secret Level: a completely self-managed social network with the aim of breaking down the barrier we are accustomed to creating between real person and social persona. Two and a half years after the project's inception, they tell us how an alternative social network is possible and can lead us to regain a sense of humanity that is increasingly difficult to find in other online spaces.

This meeting will take place in the Open Stage 11 - Hall 30. 

How does a brief turn into a concrete project? Let's tackle the white whale of every agency and social media manager in this interactive talk, where the classic "bolt company" will pit 3 professionals and AI against each other to get the best possible communication project to sell its bolts. All of this live and with audience participation. Are you ready to compete?

This session will take place in the Open stage 22 - Hall 25.

Four uncensored professionals spill the beans on how the advent of LLMs and generative AI has changed aspects of daily work.  Are you ready to tackle SEO, tag management, script creation, and other small yet significant enabling solutions for concrete use cases? The speech will be moderated by Simone Rinzivillo. 
This session will take place in the Open Stage 16 - Hall 30.

Andrea Fontana, one of Italy's leading experts on business storytelling, is the author of Brand storiverso, the book that focuses on the most current ways of telling and telling about ourselves as brands and professionals. To generate positive perceptions, better reputation, more awareness and emotional involvement today we need to create “storiverses”: narrative universes with artfully created values, characters, scenes, settings, emotions. But we have to know how to do this well, otherwise the opportunity will be wasted. We talk about this with Andrea Fontana and Michele Riva.

The objective of the round table, and subsequently the call, is to promote and implement applications of Quantum Computing and/or Quantum Machine Learning in the field of Earth Observation. The aim is to develop innovative solutions that can be useful for the scientific sector and, consequently, for society as a whole, creating new job and business opportunities.

Over the past few years, mafias have scaled up their trafficking by making themselves invisible to prosecutors and media attention. However, new investigative journalism networks are emerging and developing innovative ways to unmask the globalized clans.

In the drawer, we keep the most precious things, dreams, and everything we don't have the courage to be or show. We all have projects, goals, and aspirations, real monkeys that remain trapped, unable even to scream out of frustration at having to stay locked in a drawer. Silently. Most people have to face the fear of exposure every day. This is the first communication manual for introverts. The speech will be moderated by Rudy Bandiera

Current economic paradigms have favored a select few while leaving many in poverty. By challenging established paradigms and advocating for a more human approach, it's possible to foster societal change towards a fairer, more inclusive, and equal environment. New economic paradigms already exist, yielding significant positive outcomes and gaining increasing acceptance. The main characteristics will be shared and discussed alongside a comparison with traditional views.

Join us as the scripting wizard, Nils Roojmans, opens up Google's black box, that is Performance Max (PMax) campaigns.
Dive deep into the realm of Google Ads as Nils unveils practical strategies for leveraging scripts to enhance Performance Max's algorithm inputs.
Discover the secrets to monitoring PMax campaign performance effectively, making timely adjustments to your settings, and strategically managing your budgets to boost both revenue and profitability while minimizing wasted ad spend. Moreover, Nils will generously share some of his personal scripts, empowering you to immediately optimize your campaigns with newfound efficiency upon your return to the office. This session delivers a blend of expert insights and actionable tactics for Google Ads advertisers eager to elevate their Performance Max campaigns to new heights.

How to create new Value for your business in tomorrow's Web, between opportunities and risks, through sustainable digital strategies driven by Innovation (as an entity) and oriented towards the awareness of your stakeholders in an ethical way.

Content Automation, the Future in E-Commerce and Beyond! Automation technologies are indispensable, accelerating processes and minimizing effort. Content Automation generates unique content for your online store and other platforms. Our Text Robot creates up to 500,000 texts in 110 languages in real-time. Learn how to utilize this business booster today. Join us to see it in action!

In the context of the ever-growing importance of sustainability, communication plays a crucial role in conveying messages to the public clearly and authentically. We address the challenges of communication with a practical and accessible approach to avoid greenwashing and promote authoritative commitment to transparent sustainability aligned with corporate values, aiming to spread awareness and create educational content internally and externally within the company.

What if the stories we tell could shape the future we live in? Embrace the opportunity to think like a futurist and engineer the world you desire. Turn visionary ideas into tangible realities through transformative world-building techniques.

 Join a captivating discussion on how stories can reimagine our future by exploring issues like algorithmic bias and envisioning an AI as president. Discover how stories have pushed the boundaries of what is possible by being sent to space, and how these narratives have inspired the very technology that makes space travel a reality.

 Delve into the visionary stories that have inspired real-world innovations, highlighting the power of imagination in driving technological progress. Understand how philosophers and quantum physicists approach world-building, empowering you to create your own worlds that address global issues. Gain new insights from this enchanting experience to shape our collective future.

WWF's new Shop helped revolutionize the image of the historic nonprofit organization, elevating it to a desirable and trend-setting Brand. Headless technology, together with Shopify Plus, enabled Boraso to develop a mobile first project that put the user experience at the center, simplifying the customer journey and making the shopping experience memorable.

Challenges in human resources are a crucial issue to address in order to lead our companies to success. However, thanks to technology, it's possible to improve effectiveness and reduce errors in our decisions. Discover how to select valuable people, enhance personal and team efficiency, reduce turnover, prevent conflicts, and customize career plans through the use of psychometric tests and predictive AI algorithms that are easy to use even for SMEs.

Turning a weakness into strength by changing the paradigm. Valentina Leporati was diagnosed with celiac disease at just 17 months old. Today, she spreads awareness and information on such an important topic as food, which has a great power: to bring us all together around the same table. Valentina discusses the challenges that cuisine must face in the future, through innovation and knowledge, to make the table a place for everyone, in a word, inclusive

Project Management is a discipline to face complexity with efficacy and efficiency, by integrating a structured planning and control approach (using Earned Value and other KPIs) with an effective stakeholder relationship management. GenAI is an effective, innovative and evolutive support to PM, which may operate at different levels (automation, assistance e augmentation), and which requires specific focus on context, data, risks, and techniques of prompt engineering.

In today's ever-changing work landscape, a synergy between digital tools and human resources is vital. RINA's data-driven approach emphasizes aligning technologies like Microsoft Viva Insights with human needs and data security. Balancing productivity and employee well-being is key amid technological advancements. This discourse encourages reflection on Digital HR's merits, challenges, and effective implementation, fostering an ethical and inclusive workplace culture.

Language Models have witnessed remarkable advancements across diverse domains, continually scaling in size and training on increasingly expansive datasets. This progression has bestowed upon them the remarkable ability to swiftly adapt to novel tasks with minimal training data. However, the journey of training models comprising tens to hundreds of billions of parameters on vast datasets is anything but straightforward. This presentation is designed to offer comprehensive insights into the intricacies of training and deploying the most expansive neural networks

Artificial Intelligence for the Tourism Sector, Mobile Apps, QR Codes, IOT & Big Data, Augmented Reality, Smart luggage, Sharing & Rentals, Booking & search, Revenue Management, Channel Managers.Tech for events, eSports, Digital fitness, Fan engagement, Player engagement, Data for events, Team& Coach success, Ticketing, Broadcasting & Streaming.
Sustainable Materials & Production, Digital Marketing, Customer Engagement, Efficiency of Supply Chain, Phygital Stores, SaaS marketplaces, In store marketing & analytics, Cashierless checkout, Bots & chatbots, Fraud prevention solutions, Last mile delivery, Guest wi-fi.

This speech is dedicated to the crucial importance of graphic optimisation on Amazon. In a universe of possibilities such as that offered by the world's largest e-commerce platform, it is essential to seize opportunities as effectively as possible.And this path starts with brand identity. Who would have thought that design could have such a profound impact even in a complex environment like Amazon?From the first image on our listing, our design strategy merges with our marketing strategy to increase CTR (Click Through Rate) and capture the attention of users. But we don't stop there. We move on to standard images, a process that balances information and style to deliver an engaging and informative experience.We then move on to A+ content, an often overlooked but crucial stage for conversion.And finally, we reach the store brand: no longer a simple catalogue, but a true e-commerce in which design plays a decisive role.With concrete examples of 'before and after', I will demonstrate how correct graphic optimisation can prevent a user from continuing to scroll, leading him instead to explore and eventually take the desired action. In conclusion, design is not just an aesthetic factor, but a key element for success on Amazon.

What are the mistakes that most e-commerce websites make on checkout pages? Through replicable case studies and scientific foundations of neuromarketing, a three-step method will be shown to anticipate sensory responses to designs and create payment interfaces capable of immediately improving the conversion rate

This speech aims to explore how the legal profession can not only adapt but also lead and support exponential innovation.
Specific examples will be presented to show how law intersects with advanced technologies, with a particular focus on how lawyers can utilize these technologies to enhance their legal practice and improve their relationship will clients. Key topics will include new ways of doing compliance work, new metholodogies, new tools, always taking into acount the relevance of ethics.
I will also outline the factors that are representing an obstacle to reach this goal.
My aim is to outline a pathway for lawyers who wish to position themselves at the heart of innovation, becoming key figures in the digital transformation of businesses and societies; but also to provide food for thought for companies that want to develop new, different relationships, with their legal counsels

In a digital landscape where precise measurement and attribution have become elusive, planning effective multichannel budget management is increasingly complex. We will explore how to overcome the challenges of data discrepancy and optimize the distribution of advertising investments through a holistic view of data and intelligent integration between online and offline, e-commerce and marketplace.

Let's explore Marketing Operations that is a critical but frequently overlooked component of marketing strategies. We'll examine what MarketingOps involves, its importance in coordinating technology, processes, and teams to enhance marketing effectiveness. Additionally, we'll discuss the risks and potential disadvantages of neglecting this essential function. By understanding the pivotal role of MarketingOps, businesses can achieve greater operational efficiency and improved marketing outcomes.

Startup Studio and SaaS for the participatory construction of the sustainability report: an alliance to allow founders, companies and professional investors to express their potential that involved an important industrial partner.

We live in an era where AI is extremely expensive and energy-intensive: large language models (LLMs) have opened up incredible opportunities, but at what cost? Is it really the only way to rely on the use of omniscient LLMs so that AI can assist us in everyday life? We want to discuss how Embedded AI is sometimes a more effective and sustainable alternative.

How to build a communication flow (not just a funnel) useful for those working in hotels to generate income and reputation using the preferred channels and timing of travelers (not only Italians) in 2024, enhancing the resources of the territory and the destination

This panel will explore the effectiveness of "Work from Italy" and the reduced workweek, analyzing their impact on employee productivity and well-being. Case studies and research evaluating benefits and challenges will be discussed, with a focus on supportive policies and implications for the Italian labor market.

Moderator and speaker: Antonio Palmieri
In collaboration with Fondazione Pensiero Solido
The panel will analyze the economic and social impacts of digital platform expansion, exploring their influence on capital, information, and power flows. It will examine how these platforms shape user-content interactions, impacting visibility and marginalization. Discussion will include their use of data and algorithms to create business models that prioritize user attention, potentially harming diversity and fair competition. Experts will evaluate these effects on socio-economic structures and propose regulatory measures to address growing digital power centralization.

Moderator: Camilla Rangoni
The panel will explore how new technologies can accelerate the internationalization of small and medium-sized enterprises (SMEs) and startups. Policies for emerging technologies and support available to facilitate international expansion of SMEs will be discussed. Examples of innovative ecosystems and development strategies to foster the global growth of startups will be presented, highlighting synergies between innovation and internationalization.

The panel aims to introduce startups to the procurement landscape and to up-to-date information on EU funding programs.These topics are both essential for accessing new markets, expanding their operational horizons and offering companies numerous opportunities to develop new products and services using space technologies or applications in non-space environments.

Le alleanze pubblico-private rappresentano uno strumento fondamentale supportare l'innovazione e lo sviluppo economico di un territorio. Bologna Innovation Square ne è un esempio: un'alleanza tra PA, Università, imprese, centri di ricerca, spazi dell'innovazione e startup, che collaborano in una logica di innovazione aperta per mettersi in rete e realizzare attività di beneficio comune e per il territorio metropolitano.

PowerPoint Presentation The MOSS is the Single Administrative Accounting System of the Apulia Region's SSR based on a “Holding-Subsidiaries” model, which makes data available in real-time to support expenditure monitoring and internal control. To govern the information assets managed by MOSS, a Data Analytics&Business Intelligence solution has been implemented that provides Corporate and Regional Strategic Directions with an effective monitoring, analysis and planning tool.

Born as a space for creative freedom and democratic participation, the Internet has transformed into a vast arena dominated by economic interests. Valerio Bassan, author of the book "Rebooting the System: How We Broke the Internet and Why It's Up to Us to Fix It" (Chiarelettere, 2024), reconstructs the processes that have made the network increasingly akin to an "uninhabitable place," and reflects on how we can dismantle the monopolistic and extractive mechanisms governing the web.

An exploratory dialogue on the delicate balance between adopting standardized HR systems and the importance of recognizing individual uniqueness. In a context where diversity and inclusion have become fundamental priorities for companies, a critical question arises: how to ensure equity and fairness in managerial practices that aim for inclusivity, while avoiding unintentionally segregative dynamics?

Turn the world into a showcase. Imagine products coming to life in front of your eyes wherever you are, and intelligent holograms responding in any language you desire! XRCopilot, through the combined use of eXtended Reality and Generative AI, enables you to create unprecedented immersive and interactive experiences.

It is possible to do business using business logics to solve social problems with technology. Thanks to technology today deaf people can phone, the homeless learn the job of urban gardener and take care of the abandoned areas of cities by redeveloping urban spaces.. Join us to discover new ways of doing business and bring new hope and opportunity.

How is the figure of the food creator evolving today? Mocho, originally a YouTuber and now an entrepreneur, tells how, through clear communication aimed at a loyal audience, his community, he managed to open two fast-food restaurants in Milan in just one year, thus transforming his role from a creator to a player in the food industry, becoming the first YouTuber to open his own fast-food chain in Italy.

The cookie-less, multi-announced scenario is really coming. What awaits us, especially for re-targeting and related activities? We will note the relevant regulatory changes (such as the DMA and the AI Act) and the decisions of the authorities (e.g. the IAB Europe case, the Cookie Pledge, etc.) that impact, as well as the implications and legal doubts of the new tools (such as Privacy Sandbox, Apple SKAN, Facebook Advanced Matching) and current practices (fingerprinting, web scraping, etc.).

The evolution of e-commerce requires a new approach to service design, especially for the integration of AI. We will delve into the role of the designer in orchestrating the user experience for AI-enabled digital environments, presenting an approach centered on context and user needs to create meaningful experiences. We will explore the specific challenges designers face in the AI-enriched design process to create a virtuous cycle of improvement.

How the application of Tourism Communication Strategies transformed the Museum System of the Province of Lecco into Lecco Heritage

Analyze your online presence quickly and with a data-driven approach supported by AI. We've outlined the 10 essential points for examining digital channels: websites, e-commerce, social media, advertising campaigns, and email marketing. Our method is designed to be accessible, even with limited budgets, and will enable you to optimize your resources without compromising the effectiveness and quality of your marketing initiatives. You'll have the tools to make informed decisions and act with precision, enhancing the performance of your online communication

During the talk, the Yus Generation® Project will be presented in the words of the direct creator Dr. Federico Ferrari. He will discuss on how the idea of people's uniqueness was born, how to bring it out and how to develop it. And at the end he will talk about the future he and his team imagine. A tomorrow that speaks of awareness, mastery of one's abilities, personal and job satisfaction, and the importance - as Walt Whitman once said - of contributing with a personal verse.

Don't miss this opportunity to learn from and connect with inspiring women who are shaping the future of investment and entrepreneurship.

An event to share the success stories of companies that are part of the entrepreneurial and territorial ecosystems of Italy's 13 Emerging Technology Houses (ETCs), with a focus on the tourism, culture and smart city sectors.

Apulian textiles offer a very attractive landscape to date for the world of luxury and therefore also fashion. The knowledge, passed from hand to hand over the generations, makes the area dense with creativity and skills to be made available with the help of effective technologies capable of optimizing waste in full view of sustainability.

The rules of corporate storytelling are evolving. From linear narratives (beginning, climax, end), we are transitioning to the creation of intricate and complex narrative universes that unfold across various media ecosystems. This speech will explore the new principles of corporate and brand storytelling, as well as the most effective methods for building corporate storyverses.