ROMA (ITALPRESS) – Artificial intelligence is revolutionizing corporate communication and advertising, overcoming influencers and immersive formats. It is increasingly used by Italian companies to drive investments, generate customized content and gain predictive insights, although a significant part of them declares not to adopt it in a structured manner. These are some of the indications that emerged from the research “Towards the Smart Media Centres. Technology, market and organization in the evolution of Media Centres and the ecosystem of communication”, conducted by the Luiss University Research Centre on behalf of the Digital Angels marketing agency, and presented today in Rome at the University of Viale Pola. Developed under the guidance of professors Luiss Marco Francesco Mazzù, Michele Costabile and Stella Romagnoli with the support of Lorenzo Ricciardi, the survey was carried out between June and October 2025 with a multi-method approach, integrating secondary data from national and international sources with qualitative and quantitative analysis ad hoc based on surveys and interviews in depth, on a sample of over 100 Industry Leaders between Ceo, consumer managers marketing and communication.
The main results of the study indicate that companies spend on average from 6% to 10% of the average budget to experimentation on new channels, formats and technologies, investing mainly in social advertising, search, online video and programmatic. It grows interest in Connected Tv and Digital Out-Of-Home, while traditional means remain stable. Digital also favours a “democratization” of advertising investment, where small and medium-sized enterprises now represent a quarter of the market.
In this context, the fragmentation of media and audiences also grows, making it harder for brands to stand out and maintain consistency. In communicative overload, to understand the real impact of messages, the real challenge is to measure not only the quantity, but above all the quality of attention and the real involvement of the public. “The analysis we conducted gives us the image of an ecosystem in profound transformation, where technology, new media behaviour and need for more transparent measurement are redesigning the rules of the game,” comments Marco Mazzù, Director of the Knowledge Transfer Unit of the Luiss X.ITE Research Centre, who adds:
“It will be essential to integrate creativity, technology and data reading. Artificial intelligence represents, in fact, a strategic ally, but it is the human vision to give meaning and differentiation. The agencies must therefore stand out for an agile, consulential, holistic and data-driven approach, capable of combining efficiency with the quality of the relationship.”.
For the occasion, they took part in the presentation, among others: Alessandra De Marco, Director Office for Information and Communication Institutional, Department for Information and Editorial, Presidency of the Council of Ministers; Letizia Pizzi, Director General Anitec-Assinform; Michele Costabile, Director of the Luiss X.ITE Research Centre; as well as representatives of several leading companies in their respective sectors
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(ITALPRESS).
