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Content Marketing
In this stage, industry experts revealed strategies to engage the audience of the future. It was an opportunity to explore the latest trends—from AI to personalization—and to create content that resonates in an ever-evolving digital landscape..AI Plenary
The AI Plenary Stage served as a key hub for exploring the most advanced developments in artificial intelligence. Through keynotes and talks by international experts, the stage offered in-depth analysis of technological advancements, strategic applications, and the impact of AI across various sectors. It was an opportunity to understand the potential of this revolution and the challenges ahead, at the intersection of innovation, ethics, and digital transformation.Social Media Strategies
The Social Media Strategies stage offered educational content focused on the most effective strategies to optimize social media presence. Techniques were explored to analyze and improve performance, create impactful content, and leverage the latest trends to maximize engagement. It was an opportunity to explore best practices, delve into successful case studies, and understand the evolution of digital marketing.Powered by
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Data Analytics
In the digital landscape, data is the engine of innovation. In this stage, we explored the most advanced methodologies for data analysis, modeling, and management, diving into predictive analytics, process automation, and the use of artificial intelligence. Industry experts examined tools and strategies to turn data into strategic insights, enhancing decision-making accuracy and the effectiveness of business strategies.Advertising
The Advertising stage was dedicated to the evolution of digital communication, focusing on new technologies, advanced strategies, and best practices to maximize campaign performance. Industry experts analyzed innovative tools, targeting models, and emerging trends to help businesses enhance the effectiveness and impact of their promotional strategies.Generative AI
In this stage, we explored the frontiers of Generative AI, merging artificial intelligence and creativity in a rapidly evolving field. Through expert talks, we discovered how generative AI is shaping the future of content marketing, branding, and digital communication.Digital Strategy
In this stage, experts revealed strategies for successfully navigating the digital future. It was an exploration of the latest trends—from AI to automation—to create effective action plans and achieve business goals. We learned how to develop integrated and innovative digital strategies that drive growth and innovation.Brand
In this stage, we explored strategies for building strong and relevant brand identities for the future. It was an in-depth look at the latest trends—from sustainability to user experience—to create brands that inspire trust and loyalty, shaping authentic and lasting brand narratives in the digital age.Social Adv
In this stage, experts revealed strategies to maximize the impact of advertising campaigns on social media. It was an in-depth dive into the latest trends—from automation to AI—to optimize targeting, budget, and results.Powered by
AI Marketing
In this stage, experts revealed how artificial intelligence is revolutionizing marketing. It was an exploration of real-world use cases—from automation to predictive personalization—to create high-performing campaigns and leverage AI tools to drive business growth.Machine Learning
The Machine Learning stage delved into the techniques, algorithms, and practical applications that are revolutionizing the world of data and artificial intelligence. Industry experts explored the latest innovations—from predictive models to generative AI—along with algorithm optimization and data interpretability. It was an opportunity to discover how machine learning is transforming industry, research, and business.SEO
This stage was dedicated to the most effective SEO strategies, essential for increasing visibility and ranking on search engines. From technical optimization to valuable content, as well as link building and search algorithms, industry experts explored the best practices to improve online performance. It was an opportunity to discover tools, trends, and advanced techniques to climb and maintain the top positions in organic search results.Powered by
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AI Agents
AI Agents are redefining the future of business by transforming the interaction between humans and machines. This stage explored their most advanced applications, from intelligent automation to advanced conversational interfaces, and autonomous decision-making models. Strategies, best practices, and real-world examples guided the analysis of how these systems are optimizing processes, reducing costs, and creating new opportunities for business innovation.E-Commerce
The E-commerce stage was dedicated to the most effective strategies for optimizing sales. It covered innovations in digital marketing, the most advanced technological solutions, and best practices to enhance the customer experience. It was an opportunity to discover emerging trends and the most interesting integrations through insights from industry experts.In partnership with
Influencer Marketing
In this stage, experts revealed strategies for building authentic and impactful partnerships. It was an exploration of new trends—from micro-influencers to emerging platforms—to create campaigns that generate trust and tangible results.Tourism
The Tourism stage explored innovations and strategies that are redefining the tourism sector in the digital era. From the use of artificial intelligence to personalizing the travel experience, and the new frontiers of destination marketing, industry experts shared tools and best practices to attract, engage, and retain travelers. It was an opportunity to discover how technology and creativity are transforming tourism.Video & Voice
In this stage, experts revealed strategies to master the new languages of communication. It was a deep dive into cutting-edge video techniques, effective video marketing, and the art of podcasting to create engaging content and build successful brands by crafting multimedia narratives that capture attention and generate impact.Open Innovation & International Ecosystem
This program aimed to emphasize the value of collaboration among the key players in Open Innovation. The stage offered the opportunity to participate in roundtables, masterclasses, and pitch sessions. At this international stage, the founders of selected startups presented their innovative ideas to entrepreneurs, investors, and stakeholders. Participants explored investment trends, Open Innovation strategies, and the secrets behind success stories.Impact to Business
This stage provided insight into how companies and communities can work together to enhance the attractiveness and competitiveness of our region by designing actions with a positive impact.Startup & VC Plenary
In this stage, startup founders and entrepreneurs presented their most innovative projects in the digital and tech fields. It was an opportunity to discover the technologies and ideas that will shape the future, with a focus on social and digital impact.Future of Entrepreneurship
In this stage, experts and successful startup founders shared strategies for launching and growing innovative businesses. It was an immersion into the latest trends—from lean startup to growth hacking—to transform ideas into successful ventures with the goal of inspiring and providing the tools to navigate the ever-evolving entrepreneurial landscape.Cybersecurity
The Cybersecurity stage delved into the challenges and strategies for protecting data, infrastructure, and digital systems from cyber threats. Through talks by industry experts, topics such as network security, privacy protection, defense against cyber threats, and risk management were explored. It was an opportunity to deepen knowledge of best practices and discover the most advanced technologies to ensure security in the digital world.Coding Backend
This stage was dedicated to the architectures and technologies that power modern applications, exploring best practices for back-end development and the most advanced cloud solutions. Topics such as scalability, security, microservices, and serverless infrastructures were covered in depth. Industry experts guided the analysis of tools and methodologies to build high-performance, resilient systems ready for the digital future.DevOps & Cloud
In this stage, industry experts explored the methodologies and technologies that are redefining the development and management of cloud applications. They revealed the principles, practices, and latest trends in the world of DevOps and Cloud Computing.
Future of Work
The stage dedicated to the world of work explored transformations in human resources and digital skills, analyzing challenges and opportunities in a constantly evolving market. Industry experts shared insights on new trends—from upskilling to talent acquisition strategies—offering a look at future professional scenarios and the key skills needed to stay competitive.Future of Journalism
In this stage, experts explored the new frontiers of information in the digital era. An analysis of emerging trends—from AI to immersive journalism—to understand the future of storytelling and communication. We examined tools and strategies to navigate the ever-evolving media landscape while maintaining the integrity and impact of journalism.Legal Tech
The Legal Tech stage explored the evolution of law in the digital era, analyzing the role of technology in regulation, privacy, and data management. Industry experts delved into topics such as artificial intelligence in law, regulatory compliance, and the legal challenges of innovation. It was an opportunity to understand how digital is transforming the legal landscape and professions.Coding Frontend
This stage was dedicated to front-end technologies and best practices, focusing on performance, accessibility, and user experience. Modern frameworks, new trends in web design, and strategies to create intuitive and high-performing interfaces were explored in depth. Industry experts shared advanced techniques to develop innovative digital products, optimized for all devices and aligned with user needs.UX & UI
The UX & UI stage, powered by Architecta, was dedicated to the best practices in user experience and digital interface design. Topics such as inclusive design, usability, and interaction design were explored with contributions from industry experts. It was an opportunity to explore tools and methodologies to create intuitive, accessible, and engaging experiences, putting the user at the center of the design process.In partnership with
In partnership with
ChatGPT & Gemini
In this stage, some experts shared their perspectives on the evolution of conversational AI and the role that ChatGPT & Gemini will increasingly play in shaping our digital future.
Tech for No Profit
In this stage, we explored how technology can amplify the impact of nonprofit organizations. From digital innovation to data analysis, we discovered tools to optimize operations and engage supporters. The goal: to promote the adoption of accessible and effective technological solutions for a stronger and more resilient nonprofit sector.Mainstage
The Mainstage is the main stage of WMF – We Make Future: it hosted talks, panels, and roundtables on future trends, shows and entertainment, exclusive presentations of products and services, as well as interviews and reflections on innovative topics with high social impact. The Mainstage was all this and much more. It is the symbolic meeting place for the WMF community. Over the course of the three-day event, it brought together all the key players contributing to building a better, shared, inclusive, and sustainable future.
Digital For PMI
This stage was dedicated to small and medium-sized enterprises. Here, industry experts shared digital solutions to improve the effectiveness and efficiency of SMEs, contributing to their development within the region.Content Creators
The Content Creators stage brought to the spotlight the key players in content creation, exploring trends, strategies, and tools to create successful content. Through interviews, panels, and live performances, creators, experts, and communities engaged in discussions on storytelling, monetization, and digital innovation. A dynamic space to delve into the sector’s evolution and new opportunities in the world of social media and digital platforms.In partnership with
In partnership with
Tech for Business
In this stage, we explored how emerging technologies are transforming the business world. From artificial intelligence to cloud computing, we discovered how to optimize processes, improve productivity, and create new business opportunities.Ethics & AI
Artificial intelligence is not just a technological revolution, but a change that redefines the relationship between humans, society, and machines. This stage delved into the ethical implications of AI, exploring topics such as its impact on language, data governance, and the human role in automation. Through discussions with experts, challenges and opportunities were analyzed to build a more fair, inclusive, and conscious digital future.Book Presentation
In this stage, visionary authors presented their books on digital innovation, social change, and the future of marketing. A unique opportunity to discover new ideas and perspectives through stimulating dialogues and insights on cutting-edge topics. The goal: to inspire reflection and personal growth by exploring the narratives that will shape the future.AI for Health
In this stage, in partnership with the Gimbe Foundation, experts explored the revolutionary applications of artificial intelligence in the healthcare sector. From predictive diagnostics to personalized medicine, we discovered how AI is transforming care and wellness. The goal: to understand the potentials and challenges of AI in healthcare, for a future where technology and health integrate for the benefit of humanity.In partnership with
AI Solutions
In this stage, companies presented their innovative solutions based on artificial intelligence. From predictive analytics tools to advanced automation systems, we discovered how AI is transforming a wide range of industries. An opportunity to connect supply and demand while exploring the latest frontiers of AI applied to business.Climate Change
In this stage, in partnership with ECCO Think Tank, experts explored technological solutions to tackle the climate crisis. From renewable energy to the circular economy, we discovered how innovation can drive the transition towards a sustainable future. The goal: to inspire concrete actions and promote a collaborative approach to protect our planet.In partnership with
Future of Education
In this stage, we aimed to analyze the innovative technologies and new educational models shaping the evolution of education. Industry experts illustrated how these technologies are radically transforming the learning experience.GovTech
The GovTech stage represented an opportunity for dialogue between institutions, the economy, and society on the future of Artificial Intelligence. The challenges related to regulation, governance, and the social and ethical impacts of new technologies were discussed, with the goal of outlining guidelines for the digital future.Digital Marketing & Business Solutions
In this stage, speakers delved into digital strategies and business solutions to support company growth. From process optimization to marketing automation, including CRM, lead generation, and new sales models, the stage offered practical insights to improve performance and tackle the challenges of the digital market.Innovation Film Fest
In this stage, storytelling met innovation. Experts explained how new technologies are revolutionizing film production and consumption, thus redefining the way cinema is made.
Future of Planet
In this stage, we explored technological solutions to promote sustainability and address global environmental challenges. We discovered how technology can be a key driver for the transition toward a more sustainable future. The goal was to stimulate discussions, share best practices, and foster collaborations that can lead to concrete actions for a positive impact on our planet and society.Future of Mobility
On this open stage, we had the opportunity to listen to presentations of student projects aimed at participating in international competitions focused on sustainable mobility, as well as collaborations between businesses, universities, and regional authorities in this field, and more generally in terms of applied research, particularly in the automotive sector.Powered by
Future of Music & Arts
In this stage, experts revealed the fusion between creative disciplines and emerging technologies, showing how technology is redefining the boundaries of music and art through new, unprecedented experiences.
Arena - Debate for Future
On this stage, experts and visionaries engaged in passionate debates about the possible futures of various sectors. An opportunity to explore new scenarios, exchange innovative ideas, and encourage critical reflection. The goal: to shape a shared vision of the future through constructive dialogue and the exchange of perspectives.Gaming & Esports
This space was dedicated to anyone who loves gaming, whether amateur or competitive, and offered the opportunity to engage with industry experts and get hands-on experience with the most advanced technologies.In partnership with
In partnership with
Girls Code It Better Code&Tell
Ideas, people, and technologies came together on the Code&Tell stage to showcase how digital creativity and collaboration between public and private sectors, schools and businesses, can generate real innovation. A community in motion, connected by shared experiences, bold visions, and practical tools. Each speech was an invitation to embrace change, break the mold, and build a more inclusive, sustainable, and collaborative future. Together, we can make a difference.
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AI Ethics & Innovation
The AI Ethics & Innovation Stage at WMF 2025 hosted the official launch of Rethic.AI, the first Italian business network dedicated exclusively to promoting ethical, safe, and responsible AI.
During the morning session, the network’s goals, founding members, initial participating companies, and the visions of its Ethical Board were presented, along with a discussion on the current state of the art, challenges, and ethical opportunities in an era of industrial transformation accelerated by AI.
In the afternoon, we explored the network’s first research working groups focused on creating innovative frameworks to provide practical support for Italian companies. This was followed by success stories directly from market-leading companies, sharing how they are integrating ethics into their AI processes, products, and strategies with a focus on sustainable and responsible business.
Sponsored by
Future Marketing Corner
In this stage, the Search On team delved into the changes that artificial intelligence is bringing to digital marketing. Key topics such as strategy, tracking, advertising, and content were addressed, offering a concrete perspective to tackle current challenges and seize new opportunities in the digital landscape.Powered by
Open Arena - Innovation Stardust
The Open Arena was the flagship innovation hub at WMF 2025: a 240 sqm space where startups, companies, and professionals came together to create the future.
A unique space station to discover trends, generate business opportunities, and build connections between galaxies that would otherwise remain distant.
There are no sessions in the selected stage on this day.
04 june
11:50 - 12:30
Brand
Designing the Brand of the Future: A Generational Perspective on Branding, AI, and Perceptions
The competitive brand landscape is undergoing a profound transformation, shaped by the ever-evolving expectations of consumers and the disruptive impact of artificial intelligence. This study by GENS – Observatory on Generations combines data from the 2025 survey, conducted with 2,000 participants, with previous Future Brands research to offer a longitudinal perspective on the perceptions and desires of different generations toward brands. The presentation will explore the key characteristics that will define brand identities in the near future, analyzing emerging value drivers, personalization needs, expectations for technological innovation, and the impact of AI on brand experience. It offers an in-depth look at how to design memorable and meaningful brands by shaping their essence in line with changing generational perceptions. A necessary analysis to fully understand the challenges and opportunities awaiting branding professionals in the AI era, providing concrete insights to create authentic and lasting connections with audiences of all ages.
Deputy Director of the Communication Department
IUSVE Founding partner
Bi Wise 04 june
12:40 - 13:20
Brand
Brand communication can surprise even in B2B: The Mooney case
What happens when a B2B campaign breaks the mold and uses entertainment to engage a professional audience? In this talk, I will share the work done by Together with Mooney, from choosing Giacomo Poretti as the face of the campaign to developing a format designed to inform without ever boring. A strategy based on targeted insights, storytelling, and humor to make communication more effective and, above all, useful for its intended audience.
Creative Director
Together 04 june
14:00 - 14:40
Brand
Is your brand healthy?
Is your brand really as strong as you think? Just like we do regular check-ups for our health, your brand needs careful and periodic diagnosis too. Especially when business is running smoothly, it’s vital to conduct regular audits. In this talk, we’ll explore together the vital signs of your brand: from its voice to its image, from audience engagement to the consistency of its values. You’ll discover essential tools for a complete diagnosis and, most importantly, how to interpret symptoms that may signal the need for an ‘intervention.’ Through real case studies and practical experiences, I’ll share effective techniques to: identify your brand’s weak points, study competitors and the market, measure sentiment, revitalize your brand’s presence and impact, and prevent future ‘ailments.’ Don’t wait for your brand to show signs of distress — join us to learn how to keep your corporate identity in perfect health and ready for future challenges.
Brand strategist |Expert in Verbal Identity & Rebranding
04 june
14:50 - 15:30
Brand
Measuring the Success of a Corporate Podcast: The Right KPIs and Metrics
Let’s discover how to truly interpret the data and performance of a corporate podcast, going beyond vanity metrics. The number of listens is just the tip of the iceberg; there are far more insightful data points we can gather to measure the success and effectiveness of a podcast. We will discuss the correct KPIs and metrics, real case studies, and strategies to maximize the impact of a branded podcast. This talk is designed for companies, communication agencies, data analysts, and curious minds alike.
Branded Podcast Producer
Lighthouse Media Srl 04 june
15:40 - 16:00
Brand
It’s Already Done! Major Brand Challenges Are Solved with Simplicity
Poor Brand Manager of Vero Volley! Paola Egonu and Myriam Sylla attract all the attention (but not the Club), a women’s Serie A team navigating the move from Monza to Milan, a men’s team still based in Monza, a group of six clubs with different logos, colors, and corporate identities, 60 youth teams with different names, more than 10 social projects focused on development, inclusion, and sustainability, and fans who want to win. What can be done to establish a clear, sustainable, and coherent Brand positioning?
Marketing & Brand Manager @Vero Volley
Vero Volley 04 june
16:00 - 16:20
Brand
Who Really Tells Your Brand Story? Spoiler: It’s Not You
No matter how much you try, study, and plan every detail of your brand, there will always be someone outside your company telling your story for you — and they’ll do it their own way. In the world of retail and distribution, it’s often other players — stores, store managers, agents, promoters — who speak about your brand. With their own words, content, and style. The problem? The audience listens to them.This talk explores the flaws and strengths of a fragmented communication model: how it originates, how it evolves, and — most importantly — how we can turn it from a weakness into a strategic asset. The solution isn’t about control, but about consciously choosing where to let go.
Responsabile Comunicazione
RedAbissi Product Marketing Manager
RedAbissi 06 june
11:50 - 12:30
Brand
Back to Marketing Strategy: The Marketing Plan Serving Brand and Performance
This talk will propose a return to a solid marketing strategy framework that supports new trends such as the customer journey and “advanced” branding. Giorgio Soffiato will present a structured working model designed to combine recent digital marketing trends (e.g., trigger marketing) with the classic theories that have allowed this discipline to evolve over the years.
Marketing Director
Marketing Arena Spa 06 june
12:40 - 13:20
Brand
The Code of Trust: The Invisible Power of Neuropositioning for Unbreakable Connections
The true value of a brand is not measured by market share, but by its ability to root itself in the consumer’s mind as an instinctive choice: it is no longer enough to communicate trust — you must embody it. This talk explores how NeuroPositioning® enables a brand to become an emotional lever, because understanding the brain function of your target audience is no longer optional. With a scientific approach, we will see how to build narratives capable of bypassing skepticism and redefining positioning: we are not just building a brand, but creating a trust trigger.
CEO
Tecnostudi 06 june
14:00 - 14:40
Brand
Effective Online Reputation? Psychology Has the Answer
Online reputation is at the heart of business success: it’s not just about numbers or reviews, but about emotions, trust, and perceptions that influence customer choices. Psychological insight is essential in building corporate reputation, unveiling the cognitive and emotional dynamics that shape how a brand is perceived. Through successful business case studies, concrete strategies will be presented to create authentic connections and strengthen brand value.
Business Partner
Psicologi Digitali Business Partner
Psicologi Digitali 06 june
14:50 - 15:30
Brand
Off The Record: the Uncomfortable Truths of Brand Marketing
Marketing Director
Cisalfa Group 06 june
15:40 - 16:20
Brand
Dal Brand Ecosystem all'Hyper Brand. E se Kanye West fosse l’epitome del brand post-identitario?
In un’epoca di forti turbolenze, in cui l’identità di marca non si costruisce più solo attraverso coerenza e consistenza, ma attraverso esposizione, accelerazione e interferenza, Kanye West rappresenta un caso-limite ma paradigmatico: un hyper brand vivente, che oscilla tra creazione artistica e strategia mediatica. Lo speech usa l’esempio dell’artista per poi esplorare, con altri case studies, l’evoluzione di diversi approcci al tema, dal brand piattaforma al brand “ecosistema” arrivando alla forma più estrema e instabile dell’hyper brand, dove l’obiettivo è sostenuto da tattiche di shock culturale e iniezioni costanti di contenuto ad alta intensità simbolica.
Brand Strategy Consultant & Keynote Speaker
Emanuela Ciuffoli