Futurist|Author|Lecturer @POLIMI_GSoM|Contributor @ForbesItalia|SeniorAdvisor #BrandStrategy #AI4BusinessTransformation #AI4Brands #Web3
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Joined May 2011
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As AI automates price and spec comparison, functional value gets standardised. Differentiation moves to what is harder to replicate: language, community, shared memory.
Read my essay “When Consumers Have to Cut, Brand Meaning Survives” to go deeper
linkedin.com/pulse/how-brand…
“China’s extraordinary rise in science and how it will change the world” by Nature nature.com/articles/d41586-0…
Five pillars to win with AI. Seven rules to get cited.
The certainty is loud. The evidence? Much less so.
Before trusting AI advice, ask: has anyone tried to prove it wrong?
#AISearch #GEO #BrandStrategy
My reflection here lnkd.in/p/eHdeqZM5
1/2 Celebrity brands don't have a marketing problem.
They have a culture problem.
The brands struggling today (from beverages to beauty) reveal a broader shift: attention is no longer enough.
2/2 The next generation of successful brands won't just attract audiences—they will build culture-building communities where people create rituals, vocabulary, shared moments, and trust with each other.
#BrandStrategy My article here linkedin.com/pulse/how-brand…
Meta has just agreed to pay up to $17.1B to settle a major lawsuit with US states accusing the tech giant of designing Facebook and Instagram to be addictive to teenagers. Do you think it's enough? I would loudly say NO. My reflection here linkedin.com/posts/alessandr…
Nike didn't lose to Adidas. It lost to arithmetic. Every retro drop, every DTC sale converts cultural capital into cash — nothing goes back in. Hoka and On built theirs from zero. Nike kept withdrawing from a balance it never refilled. My article here linkedin.com/posts/alessandr…
1/2 Brands are chasing "maxxing" and "mogging" — slang born in looksmaxxing/incel forums — to reach young men. Marriott's "weekend maxxing," Harry's "jawmaxxing," Carl's Jr.'s Spicy Chicken Maxx, CeraVe's TikTok "protocol."
2/2 The language traces back to extreme practices (bone smashing, peptide injections) some influencers still push. Brand marketers borrow the vocabulary far more readily than they embrace its meaning. My comment here #BrandCulture linkedin.com/posts/alessandr…
Gartner predicts that AI is getting 5x more expensive per task. This means that using it to do the same old work faster is now the priciest way to stand still. The real question to answer is: which "impossible" is worth 5x the cost?
My article below linkedin.com/posts/alessandr…
1/2 NYC Mayor Mamdani is backing a city council bill (the Delivery Protection Act) that would force Amazon, FedEx & other operators to directly employ last-mile couriers instead of using subcontractors. He cites a 78% rise in injury crashes near last-mile facilities.
2/2 Amazon warns it may relocate warehouses out of NYC, risking 5,000+ jobs (avg. $24/hr). My comment here linkedin.com/posts/alessandr…
1/2 Google is making a major push to win over filmmakers with AI. Its 6 weeks Flow Sessions program it gives filmmakers AI tools, mentorship, and a stage to prove AI can expand—not replace—creative storytelling.
2/2 The challenge isn't the technology—it's trust. Creators see AI as a powerful tool, but copyright, authenticity, and transparency will determine whether the film industry fully embraces it #AI4Movies
1/2 American startups like @arcee_ai, @ReflectionAI_, and @poolsideai are racing to build open-weight models that can rival China's Kimi, Qwen, and DeepSeek.
2/2 Arcee trained its Trinity Large model in just 33 days on a ~$20M budget — proof that lean teams can compete on capability. My reflections here linkedin.com/posts/alessandr…
LVMH, Hermès, Chanel spent decades as narrators. The world just listened.
That relationship is quietly ending — not through competition, but through interpretation.
Who gets to define luxury in the 21st century? Not who you think.
More in my article here linkedin.com/pulse/european-…
