Francesca Papa

Our first AI Max campaign at Beko Europe delivered strong results 💣: 📈 +87% incremental online sales 🔍 40%+ new queries 🖱️ 73% of clicks from AI ⚖️ Stable ROAS Expanding beyond traditional keywords didn’t hurt performance, it actually unlocked more qualified traffic. This is yet another proof point that AI and automation are not just buzzwords — they’re transforming how we approach digital growth, strategy, and scale. Thanks to the Google and Beko teams! #DigitalGrowth #AI #Search #Performance #Innovation

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Most companies don’t have a content problem. They have a continuity problem. We see this all the time. Content is produced. Campaigns are launched. But then… everything slows down. This is why more and more companies are starting to think differently. Not in terms of campaigns. But in terms of #media hubs. At Click Agency, we are working with clients to build structured environments where teams can: • capture raw content continuously • produce video formats quickly • generate authentic material at scale • support marketing, sales and corporate communication together But the real shift is this: It’s not just about production. It’s about #editorialstrategy. A strategy that follows the company across real touchpoints: • production sites • trade shows • corporate events Capturing real people, real processes, real moments. This is how content becomes: continuous coherent authentic Not staged. Not episodic. In the coming weeks, we’ll be on the ground at: 📍 Interpack 📍 Packaging Première 📍 TuttoFood 📍 Metpack Following our clients and capturing content where it actually happens. 👉 How are you managing content continuity in your organization today? #ContentStrategy #MediaHub #B2BMarketing #LinkedInStrategy #CorporateCommunication #EventMarketing #DigitalStrategy

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Lately, I’ve been reflecting on a question that feels increasingly urgent for young leaders today: what advice truly counts in a world shaped by AI and constant global change? My answer is simple: Technology matters. But understanding people matters more. We’re living through a time of growing global loneliness. In this context, empathy, deep listening, and care are no longer “soft skills” - they’re decisive leadership levers. These are capabilities women have cultivated for centuries. And they’re exactly what organisations need more of today. So learn from mothers. From sisters. From (girl)friends. Bring that soft care into teams, cultures, and decision-making. Because as long as there are humans, people will want to be understood - and authentic relationships will be the real differentiator. Thanks Fortune Italia for the chat. #MPWItalia2025 #IRL

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Great to be hosted by Le Village and to have an open conversation on how AI is reshaping the consumer journey. We shared how Kotton supports brands and advertisers in optimizing and making the entire marketing value chain more efficient—from research & insights to activation and measurement David AbravanelEdoardo Degli Innocenti Thanks for the hospitality Ivan BarcellonaNicolò Milanesio Arpino

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Being more active on LinkedIn again has made me reflect on just how much the platform has changed over the years. That impression is clearly captured in this 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝗳𝘂𝗹 𝗽𝗼𝘀𝘁 𝗳𝗿𝗼𝗺 MOPI, which I’m pleased to share 𝘄𝗶𝘁𝗵 𝗺𝘆 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗻𝗲𝘁𝘄𝗼𝗿𝗸. The original post is in Italian, but the insights are highly relevant well beyond the local context. 𝗔 𝗳𝗲𝘄 𝗸𝗲𝘆 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 𝘀𝘁𝗼𝗼𝗱 𝗼𝘂𝘁: • LinkedIn is no longer just a networking platform. It has become a much more dynamic professional content ecosystem. • The most effective content is not simply polished or institutional, it is timely, contextual, and genuinely useful. • The distinction between posts and news is becoming less clear, and strong content can now be amplified far beyond the original audience. • Organic visibility increasingly depends on credibility, consistency, relevance, and timing. To me, LinkedIn today feels much less like a static professional directory and much more like a real-time professional media space. 𝗜𝗻 𝘀𝗵𝗼𝗿𝘁: 𝗯𝗲𝗶𝗻𝗴 𝗽𝗿𝗲𝘀𝗲𝗻𝘁 𝗶𝘀 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗲𝗻𝗼𝘂𝗴𝗵. 𝗕𝗲𝗶𝗻𝗴 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁 𝗶𝘀 𝘄𝗵𝗮𝘁 𝗺𝗮𝗸𝗲𝘀 𝘁𝗵𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲. A strong and timely contribution from MOPI, well worth following for anyone interested in the evolution of marketing, communication, and professional visibility. #LinkedIn #ContentMarketing #ThoughtLeadership #PersonalBranding #SocialMediaStrategy #DigitalMarketing #MOPI

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White papers? Skip. Sector #podcasts and short #videos? Welcome to the new normal. Have we really transformed #content or just found more creative ways to bore people? Today, about 70% of Italian B2B companies use #AI tools for content - POLIMI Graduate School of Management’s data, not my cousin Luigi’s 😎 The real turning point: data is only useful when it tells us when a person is actually listening, clicking, subscribing. We’ve experimented with oddball formats this year - interactive audio, client collaborations, hybrid #storytelling. Here’s the magic: those who play with language and trust their own uniqueness grab double the attention (not just automated likes). What format has really made the difference for you this year? (And if your answer is “monothematic newsletter,” you owe me a coffee ☕ ) Sources: Osservatorio Content Marketing, ENGAGE

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From Product to Relationship: A New Era of Customer Engagement A product label? Think bigger. A smart tag. A QR Code. A gateway to a whole new dimension of connection. In today’s world, selling a product is just the starting point. Customers expect more: a direct, transparent, and personalized relationship with the brands they choose. That’s where Tokenance comes in. We transform every object into a digital touchpoint. A smart ecosystem where your product talks, guides, supports, and learns. From certified product data to AI-powered assistance, to hyper-personalized content, everything is accessible with a single gesture. 🔗 One scan. Infinite possibilities. 🔍 Verified. Tailored. Real-time. Because technology should serve people and never the other way around. All this is possible thanks to TOKENANCE | Digital Product Passport | AI Agents | 👉 Read the full interview here: https://lnkd.in/dSimFtjD #Tokenance #CustomerExperience #SmartProducts #Blockchain #AI #Web3 #QRCode #NFC #Traceability #GruppoMediaKey #CelineGlobalFixConnect

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The era of websites as isolated digital islands is ending. We are entering the AI-first era, where a site is no longer just a visual interface – it’s a semantic node in a global, intelligent ecosystem. In this new landscape: - Navigation is driven by intent, not menus. - Content is structured as data, ready to be translated and adapted instantly. The “design material” is no longer just typography and colors, but categories, labels, and semantic maps that give context to AI. From Google as the entry point of the web to a world where language barriers disappear and interfaces adapt in real time — the shift is already here. Read the full article: https://lnkd.in/dYYKFcm5

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Spotting some very-deserved light on YouDoToo, an AI-based assistive solution developed by YouDoTools! It started as the app Vite Vere, a prototype by Guido Marangoni that won the Google Gemini competition: https://lnkd.in/d2NvbV-C . Today, it has evolved into a full platform with an interdisciplinary and ecosystem approach that puts real-life context first. One of its main goals: an autonomous everyday life for people with intellectual disabilities. While the app is to assist with everyday tasks, the platform is to keep developing the foundation for collaboration and further development of the solution. On the 27th of March there will be an online presentation, in Italian I believe, but the website is already available in English and German: https://youdotoo.app/en . If you go through it, you will see that one of the team members is Sara Bonaventura (Ideas & Vision Consultant), whom you can see in the video presentation of the app Vite Vere by Google Gemini. This BIG nuance is so important, as it speaks to the idea that technologies should be developed not only for people with disabilities, but with them, as equal contributors in shaping a more inclusive digital future. I would like to quote here from the academic article "The influence of artificial intelligence on individuals with disabilities" by A. Alsaleh (Acta Psychologica, Feb 2026): "The involvement of people with disabilities as researchers, developers and evaluators must become a standard practice rather than an optional principle. Policymakers and funding agencies also have a critical role to play in ensuring that AI research and development align with accessibility standards and human rights frameworks. While AI presents unprecedented opportunities to reimagine assistive technology, its promise can only be realized if developed with and for the communities it intends to serve. This review provides a foundation for interdisciplinary collaboration and ethically responsible innovation that centers user dignity, autonomy and equity." Looking forward to the webinar, and just excited to see how it will go, Guido Marangoni, Giacomo Sergio! Really love seeing products done with love and common sense 😊 #autonomy #intellectualdisabilities #aisolutions #assistivesolution

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On the first day at CES 2026, ITA - Italian Trade Agency organized an inspiring focus session dedicated to the experience of women founders in the high-tech startup ecosystem. The entire panel — made up of around ten amazing women — highlighted the aspects that most define our journey as leaders building companies on the front line of innovation. I was grateful for the opportunity to contribute by bringing a reflection that is very close to my heart to the audience’s attention: “garbage in, garbage out.” In AI, biased, poor-quality, or unrepresentative data doesn’t just create technical issues — it creates social and cultural risks. We discussed how responsibility today means being vigilant about what we feed our systems, and how founders must actively address data bias as something to manage consciously, not something to discover too late. A special thank you to Grace Park for moderating the panel, and to all the incredible women who shared this moment and these insights: Anna Caputo Maria Vittoria Dalla Rosa Prati Elin Flyger Chiara Barbati Isabella De Rosa Angela Bonato Valentina Didio Claudia Masciulli Elisabetta Porta Camilla Cecilia Conti Cristina Pianura #CES2026 #innovation #startup #tech #AI #DataBias #WomenInTech #FemaleFounders

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AI is changing how advertising campaigns are produced. From prompt writing to visual generation, it can dramatically speed up the workflow. But the real competitive edge isn’t “using AI”. It’s having a pipeline built to work with it. When you combine 3D assets, structured data, and real-time tools with generative models, everything becomes more controllable: consistency improves, iterations get faster, and results stay closer to the product and the brand. In short: less randomness, more direction. At Loto Studios, we don’t only create high-end visuals and videos for campaigns. We also build web platforms that let teams produce content autonomously, with AI workflows trained on specific tasks (product lines, style rules, brand constraints, catalogs). That’s where AI stops being a gimmick and becomes a production engine. AI doesn’t replace creativity. It amplifies it, when the pipeline is right. 🚀 See how we integrate AI in ADV production: https://lnkd.in/deejFsM6 #AI #AIAdvertising #3D #CreativeTechnology #DigitalProduction #LotoStudios #GenerativeAI #Advertising

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Thrilled to share that ForestGuard has been selected for the Impact Deal 4th Edition cohort alongside 29 other impact-driven startups across Europe 🚀🌍 We’re building off-grid wildfire early warning—helping high-value asset owners and public entities reduce risk through faster detection and reliable coverage even where power and telecom don’t exist. Excited to meet everyone at OGR Torino on Feb 12–13 and to connect with partners working on climate adaptation, resilience, and infrastructure protection. A big thank you to Fondazione CRT, OGR Torino TOP-IX Consortium, and ISI Foundation for supporting the program and the ecosystem. If you’re an energy operator, insurer, industrial site owner, or a public authority looking to strengthen wildfire preparedness—let’s connect. More info @ https://lnkd.in/ezNZGUdt #ImpactDeal #ClimateAdaptation #WildfirePrevention #ResilienceTech #IoT #Satellite #OGRTorino

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These are the most likely #work areas to be effected by #AI. #anthropic released this and it’s thoroughly interesting. Remember, change should not be fought against but embraced intelligently. Learn new skills, reorganise your work and become the owner of new technologies, not the slave.

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Well worth a read! The article takes on the concept of gamification and personalisation of the user experience, applying it to energy products that normally carry an air of stress for customers. As the article is in Italian, I recommend opening it in Google Chrome and using auto-translate. It does a brilliant job with the translation without losing the concepts or meaning. @gattoneromedia

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AI is reshaping growth opportunities for SMBs — not as a trend, but as a practical driver of creativity, efficiency and reach. In a recent conversation with PMI.it, I shared how this shift is evolving within small and medium businesses. From our latest Amazon Ads research: • 91% of SMB marketers believe AI will have a significant impact on growth • Companies are saving 4.7 hours per week through automation • Early adopters report a 24.7% reduction in advertising costs What’s most transformative is access. AI is opening up advanced capabilities: from creative generation to performance optimization. Amazon Ads tools tools such as Brand+, Performance+, and AI Image Generator are the prime example. The biggest challenge is no longer technology itself, but helping businesses build the skills to use them with confidence. That’s where our focus within Amazon Ads lies - Making innovation accessible, practical and geared towards long-term value creation. Ludovic de Valon Cyril Clerget Shrey Jain Anne PARUSSO Vaibhav Singh Hiromasa Harada Patrick Moufawad Sarah-Anne Bray Aldonza Miranda Valle Giulia Pescara https://lnkd.in/dJuSVsG6 #AmazonAds #SMB #AdvertisingInnovation #GenerativeAI #CustomerJourney #DigitalGrowth #AIForSMBs

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Advertising is entering the conversational era. With the launch of ads inside ChatGPT, OpenAI is opening a new chapter for digital marketing and media planning. In a platform used by hundreds of millions of people every week, advertising is no longer based only on search queries or traditional display logic. It becomes part of a conversation, appearing when users are actively asking questions, comparing solutions or exploring products. This shift marks a transition from keyword targeting to semantic targeting, where AI interprets the real intent behind a request and connects brands with users at the exact moment of decision-making. For marketers and advertisers, this means rethinking strategies in a context where contextual advertising, conversational interfaces and AI-driven discovery redefine how products and services are found online. In the article on Rivista.AI “La pubblicità entra in ChatGPT: perché gli AI Ads di OpenAI stanno già cambiando il futuro dei media plan” I explore how this transformation could reshape the digital advertising ecosystem. https://lnkd.in/eTdCvAGN #conversationaladv #keywordtargeting #semantictargeting #contextualadvertising #AIadvertising #conversationalcommerce #ChatGPTAds

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