Full Ticket 2026 offer at 89€+VAT
UX & UI
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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
UX & UI
Pensavo che il codice fosse roba da developer
Progettare interfacce non è più solo disegnare. È esplorare, costruire, dare forma a ciò che prima sembrava fuori portata. L’AI non ci sostituisce né ci trasforma in developer: ci potenzia. Questo speech è un invito a ripensare il nostro ruolo e spingerci oltre i limiti che credevamo di avere.
Digital product designer & Founder
Solida Forma 04 june
12:40 - 13:20
UX & UI
Conosco già i miei clienti…o almeno così pensavo!
Siamo davvero sicuri che il target che consideriamo ogni giorno sia quello giusto? Che le sue esigenze, percezioni e comportamenti siano quelli che immaginiamo? La verità è che spesso non conosciamo davvero le persone che navigano il nostro sito. Ecco perché ti racconteremo, attraverso esempi pratici e casi reali, come acquisire nuova consapevolezza del mercato e dei clienti per fare scelte vincenti e migliorare le tue strategie di digital marketing. In poche parole: come passare dal “pensiamo che” al “sappiamo che”.
Senior CRO Specialist
MOCA Interactive 04 june
14:00 - 14:40
UX & UI
Piccole abitudini per grandi cambiamenti: l’accessibilità dei documenti
L’accessibilità digitale non riguarda solo siti web e app: anche documenti, presentazioni, PDF ed email sono parte integrante dell’esperienza utente. Spesso sono proprio questi materiali a creare le prime barriere invisibili. In questa sessione, a partire da piccoli gesti quotidiani, esploreremo buone pratiche semplici da applicare, che migliorano la qualità dei documenti digitali e l’esperienza di chi li legge, li naviga, o semplicemente cerca di capire meglio un’informazione. Perché l’accessibilità si costruisce anche (e soprattutto) un dettaglio alla volta.
Senior UX designer, Accessibility Expert
Intesa Sanpaolo 04 june
14:50 - 15:30
UX & UI
Designing for a world yet to come
Emerging Tech Meets Design Innovation. Join me for a dynamic, two-part presentation that will revolutionize the way you think about technology and design.
Part 1: Immersive FuturesDiscover how VR, XR, and AR technologies, supercharged by AI, are transforming lives, boosting productivity, and creating new experiences. Get ready to be inspired by the endless possibilities of immersive tech!
Part 2: Design Innovation UncoveredGet the inside scoop on how top companies harness the power of Service Design and Product Design to drive innovation. I'll give you a no-nonsense guide to replicating their success, so you can bring cutting-edge design strategies back to your own work environment.This presentation is your ticket to unlocking the future of tech and design.
Part 1: Immersive FuturesDiscover how VR, XR, and AR technologies, supercharged by AI, are transforming lives, boosting productivity, and creating new experiences. Get ready to be inspired by the endless possibilities of immersive tech!
Part 2: Design Innovation UncoveredGet the inside scoop on how top companies harness the power of Service Design and Product Design to drive innovation. I'll give you a no-nonsense guide to replicating their success, so you can bring cutting-edge design strategies back to your own work environment.This presentation is your ticket to unlocking the future of tech and design.
Strategy & Design Director
Meta | Microsoft and PwC Alumni 04 june
15:40 - 16:20
UX & UI
La Ricerca come soluzione per prodotti Antifragili
L'ambiente naturale da un incendio cresce più rigoglioso di prima. Una start-up da un fallimento rinasce più forte e consapevole. L'antifragilità è la caratteristica di un prodotto o un sistema di trarre beneficio dallo stress, diventando migliore e non venendo travolta. Come possono le tecniche di ricerca portare a prodotti, digitali e non, antifragili, quindi sempre migliori? Lo speech, a partire dalla triade fragile - robusto - antifragile, non solo presenta le fondamenta e le motivazioni di questa tesi ma anche quali tipi di ricerca possono portare a prodotti che resistono a passare del tempo e si evolvono con le esigenze del mercato. Il tema è dedicato diverse figure, in particolare chi si occupa di design (UX e UI Designer), di marketing e di sviluppo. Queste figure possono imparare il valore della ricerca, come condurre un progetto e i suggerimenti per raccogliere dati di valore.
UX Researcher
TeamSystem 05 june
11:50 - 12:30
UX & UI
SXO - Rispondere alla ricerca con un'esperienza memorabile
In un'era in cui l'esperienza utente è cruciale, la Search Experience Optimization (SXO) unisce SEO e UX per creare esperienze di ricerca memorabili. Nel nostro workshop esploreremo come questo approccio trasformi il traffico in risultati tangibili. Mostreremo esempi concreti di design e architettura dell'informazione, frutto di una precisa analisi dell'intent search degli utenti. Attraverso dati reali, evidenzieremo come la SXO migliori il posizionamento sui motori di ricerca, ottimizzando al contempo il tasso di conversione e l'engagement.
Experience Design Director
Lotrèk 05 june
12:40 - 13:20
UX & UI
User Experience, il nuovo big deal - Come l’esperienza utente sta rivoluzionando i prodotti
La UX non è più un dettaglio: è il motore dell’innovazione. In questo speech esploreremo come l’esperienza utente stia cambiando i prodotti che usiamo ogni giorno e perché le aziende stanno puntando sempre più su questo aspetto per distinguersi. Dal design invisibile di Apple a casi virtuosi in cui la UX è diventata la chiave per creare soluzioni efficaci, desiderabili e capaci di fare la differenza nel mercato.
Senior Product Designer & Founder
Caffè Design 05 june
14:00 - 14:40
UX & UI
Growing strategic design in your organisation: Design leaders in the making
In this thought-provoking keynote, Marzia Aricò will introduce her brand-new book Design Leadership Chronicles and share key insights on what it takes to grow design strategically within organisations. She will highlight the essential skills that emerging design leaders need to develop in order to make design truly effective in an organisational context. Drawing on case studies and stories from international design leaders, Marzia will explore valuable lessons learned—both successes and failures—and invite the audience to reflect on how to cultivate design leadership within their own environments.
Design Leadership Expert
Design Mavericks 05 june
14:50 - 15:30
UX & UI
Testing inclusivo: valutare esperienze phygital accessibili e intuitive come opportunità di innovazione
Questa sessione esplora come combinare test di accessibilità e valutazioni di usabilità con utenti disabili per rendere ATM, casse self e chioschi più intuitivi. Ti mostreremo un approccio pratico per integrare i requisiti dell'European Accessibility Act (EAA) come vantaggio strategico per innovare e migliorare l’inclusione, ottimizzando l’esperienza cliente, il brand value e il design dei tuoi prodotti. Co-speaker: Serena Guidotti
Lead Accessibility Expert | UX/Service Designer
Tangity, NTT Data Design Network Web Accessibility Expert – UX Designer
Tangity - NTT DATA Design Network 05 june
15:40 - 16:00
UX & UI
Chi compra non legge. Esplora, tocca, personalizza. Il Configuratore 3D dà all’utente la dimensione che cerca
Oggi l'utente vuole fare scelte sicure prima di acquistare.Il configuratore 3D trasforma la UX da semplice percorso a un’esperienza concreta: l’utente confronta varianti, combina elementi e decide in modo più consapevole, tutto in un unico spazio digitale interattivo.Esploreremo attraverso casi studio come il configuratore 3D è diventato il cuore pulsante della UX di siti, e-commerce e non solo.
Founder & CTO
Tredo 05 june
16:00 - 16:20
UX & UI
GenUI, and the Evolving Role of Designers
A major shift is on the horizon for UX & UI design. Emerging technologies like Generative UI and zeroUI will soon move interfaces beyond static designs—creating AI-driven, real-time experiences that adapt to users and their needs. From screens to voice interfaces, AR, and beyond, the way we interact with technology is about to change dramatically. So, what does this mean for designers and businesses? While AI is poised to take on tasks like interface generation and A/B testing, designers will need to evolve—focusing on strategy, creativity, user empathy, and ethical considerations. Meanwhile, businesses must start to adopt their workflows to stay ahead of the curve. This talk will explore how these technologies are already being used, what’s coming next, and how companies can start integrating them across different service touchpoints. It will also dive into how designers can begin designing, testing, and validating such solutions—ensuring they enhance experiences rather than overcomplicate them.
Service Designer
Planet Smart City