AI & Digital Marketing: a day of discussion between innovation, skills and business

Today, at the Italian Innovation Factory in Naples, the workshop “AI & Digital Marketing – Opportunities and tools to attract new digital skills”, organised by SPICI Srl as part of EDIH Heritage Smart Lab, took place. The day was a particularly significant event, with the participation of as many as 21 companies, confirming the strong interest in the topics of Artificial Intelligence, digital marketing and the evolution of skills required by the production system.

After the welcome, the programme began with institutional greetings and a presentation of the initiative by Anne-Marie Bruyas, followed by the introductory speech “AI as a strategic lever for cultural marketing” entrusted to Salvatore Cuomo and a first moment of presentation of the participating companies in a speed dating format.

At the heart of the morning was the workshop “AI Marketing Alchemy”, facilitated by Jack Sabba Capetta, which involved the selected companies in a laboratory activity dedicated to building an enhanced marketing ecosystem, through the use of generative AI tools and an approach oriented towards the operational translation of business needs.

In the afternoon, the public round table “Artificial Intelligence in practice” delved into the theme “Tools, Profiles and Scenario of Digital Skills: from experimentation to market”.

Sonia China spoke on the theme “Key skills and new professional roles required by the market”; Antonella Garofano on “Evolution of digital marketing and the impact of Artificial Intelligence”; and Alessandra Ragni on “The skill-based market”.

Today’s meeting confirmed the importance of supporting companies in pathways of guidance, update, and experimentation, strengthening the dialogue between companies, experts and the innovation ecosystem and offering concrete tools to face the challenges of digital transformation with greater awareness.