Making complex technology useful and human
Across nearly a decade in technology, the underlying product wave changed constantly—from mobile search, YouTube and Cloud to hardware ecosystems, voice assistants and generative AI. Yet the central marketing discipline remained consistent: people and businesses do not adopt a technology because of how sophisticated the engineering is; they adopt it when they see clearly how it solves a real problem in their daily life or on their P&L.
AI for Made in Italy: ecosystem marketing as a commercial engine
In economies built on small and medium-sized enterprises and specialised manufacturing districts—from mechanical engineering to design, fashion and food—traditional B2B marketing is not enough to overcome structural barriers to digital and AI adoption.
When your growth depends on the digital maturity of an entire business ecosystem, marketing must move beyond campaigns and build practical capability at scale.
Through multi-year initiatives evolving from Italia in Digitale to IA per il Made in Italy, we built an ecosystem model connecting Google’s technology and AI tools with trade associations, local institutions and universities. Instead of abstract narratives about the future of artificial intelligence, the programme delivered sector-specific diagnostic tools, interactive industrial spaces and hands-on training to help businesses capture international demand and modernise operations.
What nine years in Big Tech taught me about operating models
Working inside a platform company reshaped how I view the marketing function itself:
- Continuous experimentation over annual rigid plans: Treating campaigns, creative assets and channel allocation as hypotheses to be tested, measured and iterated in real time.
- Bridging brand trust and performance velocity: Protecting human warmth, cultural relevance and privacy trust at the top of the funnel while using automation and data signals to drive measurable commercial adoption.
- Cross-functional systems: Aligning marketing closely with product engineering, commercial sales, public policy and communications so that external promises and product reality move in lockstep.