FutureShots 2024: AI for Business | May 10 | H-FARM

Experiencing the Future of Innovation and Artificial Intelligence at FutureShotsFutureShots 2024 is our innovation festival, now in its sixth year! From May 9 to May 11, almost 2,000 professionals, entrepreneurs, educators, innovators, managers, CEOs, startuppers, teachers, influencers, artists, gamers, musicians, and students joined us for talks, workshops, and experiences to explore the latest developments in artificial intelligence in education, business, and many other industries.Main partner: AudiPartners: AccessiWay • EduTech EuropeTechnical partners: QLASH • La Romana • Gallo PubblicitàWhy AI for Business? Scenario and DataDiego Pizzocaro, CEO of H-FARM AI2023 was a landmark year for artificial intelligence. The launch of ChatGPT opened the world’s eyes to AI’s potential, a general purpose technology like the steam engine, automobiles, and electricity, with vast impact and usage possibilities.A 2023 study by Harvard and The Wharton School showed that users of ChatGPT4 work faster and more effectively. AI tools can be useful in areas such as:Customer service, through AI phone or chat assistantsSecurity, with advanced drone + AI systemsLegal consulting to optimize document reviewMarketing & communication projects (for instance, did you know that for FutureShots our Communications team created an AI-powered music playlist? 🤩)The FutureShots stage also marked the launch of H-FARM AI, our research and development lab on AI for education, business, and healthcare.From Zero to Digital: Recipes for Cultural RevolutionsNicolò Andreula, Scientific Director of the Master Executive in Digital Entrepreneurship at H-FARM Business SchoolHow to implement all these innovations when the company is still grappling with the “we've always done it this way” mentality?5 tips for a true cultural revolution in the company:Humanize technology: seek a more authentic and constructive dialogue with users, shifting from the perspective of “technology serves you” to “we know technology is imperfect and we need your help to improve it”Abandon the obsession with efficiency: to truly innovate, we must experiment, and experimenting means making mistakes and sometimes even suffering financial lossesAccept uncertainty: leaders who can admit their mistakes are crucial for fostering innovation and the well-being of employeesFollow your instincts: embrace surprising ideas that rational logic might overlookFocus on people: there is no innovation without putting people at the center

Microsoft is Bringing Generative AI to Your OfficeMatteo Mille, Chief Sales Enablement & Operations at MicrosoftIn Italy, artificial intelligence is spreading more rapidly than ever. The reason? Natural language interfaces, which allow everyone to interact easily.Interestingly, 73% of Italian workers bring the same AI they use at home into the office. This “bring your own AI” trend is pushing companies to move faster to keep up. Even productivity assessment is evolving, increasingly based on creativity: this trend gives Italian companies the opportunity to stand out and establish themselves on the international scene by leveraging AI as an enabler of innovation.Microsoft is at the forefront of making AI accessible to everyone, focusing on partnerships with leading companies in this field—from OpenAI to Mistral—to provide solutions that are increasingly tailored to the needs and work roles of each user.

Networking, Business Speed Dating, and Tech ExperiencesThroughout the day, the “Explore & Experiment” area was bustling with activities, featuring Comau robots, Apple Vision Pro and Meta Quest 3 demos tailored for business, and digital accessibility experiences from AccessiWay. There was also a display of vintage gadgets that have paved the way for today’s technology.Additionally, thanks to the Speed2Net app which enhances networking effectiveness, participants were able to connect with each other and engage in a speed dating session, fostering potential collaborations in a relaxed environment.

How to Prepare Employees to Thrive in an AI-Driven WorldAlessandro Petrillo, CEO of H-FARM Business School – Francesco Saverio Salonia, CEO of laborabilityOngoing training, fairer wage policies, and smart use of AI to improve workers’ lives are the three pillars to successfully navigate today’s job market. Too many companies are failing to properly train managers and employees. By 2027, six out of seven workers will request refresher courses, highlighting the importance of continuous learning. AI is transforming corporate education by automating many tasks, freeing up valuable time for trainers and making learning more effective and personalized. AI can also play a significant role in compensation and welfare policies. Italy, for example, struggles with lower wages compared to the rest of Europe. Welfare policies, incentives, and internal initiatives for employee well-being are steps in the right direction, but they are not enough. In this context, platforms like laborability offer tangible support to understand one’s rights, access the expected bonuses and incentives, and improve employee engagement.Generative AI: Reflections and Integration in BusinessAlessio Pomaro, Head of Artificial Intelligence at Search On Media GroupIt’s often said that generative artificial intelligence will make everyone capable of doing anything. But the truth is a bit different: AI doesn’t create new skills out of nothing; rather, it takes the skills we already have and elevates them to the next level. It doesn’t replace human know-how, it amplifies it.So, how can we leverage this power within a company? It all starts with data. By combining data with large language models, we achieve data-driven automation that optimizes strategies and processes.And who better knows the challenges and opportunities of a business than its employees? By giving them the right tools and investing in their AI training, they can become the best prompt engineers for the company, accelerating creativity and efficiency across the entire team.Game Changer: AI, Video Games, and Business OpportunitiesGero Miccichè, Development Director at Electronic ArtsVideo games are a real laboratory for testing the performance, limits, and opportunities of artificial intelligence in scenarios that mimic reality. After all, gaming is an ancient human instinct that drives us to seek stimulation and overcome challenges—the ideal terrain for testing AI.In video game development, AI enriches every aspect of the experience—from the plot to the settings, from the music to the voices of the characters—and it must be calibrated to be challenging but not unbeatable to keep players glued to the screen.And in B2B? In edugames, AI supports companies in various areas such as training, selection, strategic simulation, marketing, and customer service, personalizing content according to employees’ skill levels to offer a targeted and effective experience.Next-Gen AdsUmberto Basso, Managing Director at AKQA ItalyImagine being paid to imagine: this is the daily reality for AKQA, an agency that merges technology and creativity to solve complex communication challenges, user experience, and business transformation. Umberto presented various examples of advertising campaigns based on AI and machine learning that enhance the creative and perceptive capabilities of humans, including:NotCo, a producer of plant-based meat substitutes: how animals might age if they were not bred for slaughterCoca Cola Zero: creation of a new font inspired by the pattern of beverage dropletsNike: a virtual match between today’s Serena Williams and the Serena Williams of the pastAI for Brand StorytellingDavide Bartolucci, CEO of ShadoWhat makes a story a great story? It’s a mix of meaning, authenticity, engagement, and message consistency. That’s what matters, whether the story is created by a human or with/by artificial intelligence.The goal of those like SHADO, who work exploring the creative possibilities of AI, is to create new worlds and interactive experiences that are increasingly natural and less “artificial.”But here’s the challenge: with more and more AI doing things for us, how do we stay relevant? Will the human touch become a luxury for the few? AI amplifies our creativity, guiding a future where stories, no matter who tells them, are more authentic and engaging than ever.

How AI Changes Digital AccessibilityPaolo Berro, Chief Accessibility Officer at AccessiWay – Andrea Mariatti, Key Account Executive at AccessiWay and Head of AccessiWay AcademyIt’s time to rethink accessibility: not as a barrier, but as an opportunity for innovation and inclusion. AI can help, but only with the right human approach by its side. Digital accessibility isn’t just a problem to solve or a law to comply with; it’s a new perspective to embrace—yet it’s still not talked about enough, nor is there sufficient training in this field.AI has the potential to revolutionize access to digital content, but there is no single solution that makes all content accessible: the work and oversight of human experts are always essential.Stylistic Synthesis: Creating Confluences between Creativity, AI, and FashionGianluca Cantaro, Fashion journalist, Critic & Creative – Massimo Mazza, Global Marketing Director at Roberto Cavalli – Lydia Mendola, Partner at Portolano Cavallo – Federico Donelli, Creative DirectorThe fashion world is undergoing a period of significant expansion and experimentation with AI. More and more brands are exploring innovative applications for both creative and operational processes such as trend forecasting, streamlining production chains, digitizing archives, creating virtual fashion shows with virtual models, revisiting and updating iconic past garments, managing inventory, and new ways to tap into consumer preferences.On the legal front, we are still navigating relatively uncharted territory. However, Europe is leading with regulations like the AI Act. The biggest challenge comes not so much from the lack of adequate laws but from the ease of access to artificial intelligence models and a lack of awareness about the legitimate limits of their use.Artificial Intelligence in Educational RoboticsLeonardo Ciocca, Academy Sales & Business Developer at ComauImagine a world where machines actively collaborate with us, making autonomous decisions to optimize processes and personalize products. This is what integrating AI into industrial robotics brings: super-connected machines and automation systems that ensure quality and flexibility. In industrial contexts, AI improves areas such as safety, maintenance, assembly, machine learning, quality control, and production planning.Addressing this change requires new skills. Comau also targets new generations and the educational world, designing educational paths that introduce kids and teenagers to robotics, coding, and STEM subjects, teaching technical, relational, and cross-disciplinary skills in a fun and collaborative way.Demystifying AI: Unlocking Business Value while Preserving AuthenticitySara Bettanin, Program Associate at Plug and Play Tech CenterInnovate, yes, but with authenticity. More and more companies are leveraging AI to expand their markets, increase productivity, and enhance customer experiences, but how do we ensure the authenticity and reliability of content generated by LLMs?A very interesting project in this regard is the Content Authenticity Initiative, which promotes the adoption of open-source standards and technologies to verify the origin and history of modifications to digital files. Content authenticity is crucial to maintaining trust and promoting a more informed and aware society.Storming Pizza: AI StartupsEvery day we meet aspiring entrepreneurs with brilliant ideas, but not all have a method and workflow to validate their ideas. As Startup Center, we support them in all phases, from ideation to market launch, through:educational programs for students and young talentsacceleration programs for more advanced startupsinitiatives like Storming Pizza, our event format that connects startups from various sectors with entrepreneurs and potential investorsToday at the FutureShots stage, the best AI startups presented:Artificial Intelligence Monitoring, fault prediction, and smart monitoring of industrial plantsPlino, a virtual assistant for accounting, finance, and controlMangrovia Blockchain Solutions, design, and development of blockchain-based servicesTextYess, automation of customer support on WhatsAppQuick Algorithm, predictive maintenance of machinery and buildings