From Strategic Audit to AI Adoption: designing human-led, AI-ready marketing and communication ecosystems

About this session

In SME marketing and digital communication, the introduction of AI often occurs without real strategic alignment, risking the creation of more complexity than value. The issue is not the technology itself, but the ability to connect content, channels, and data from the company’s knowledge base to business objectives, activating them effectively through the potential of generative AI. The talk presents a consulting approach that starts from a strategic audit to design AI-ready marketing and communication ecosystems, where data, content, and touchpoints become truly queryable. Through the THINKLOOP framework and practical case studies, we will explore how to transform generic needs into operational questions, structuring data-informed and scalable processes while maintaining human governance.

Speakers

Daniele Lancini

Senior Digital Strategist, Creeo Studio