Artificial intelligence makes it possible to produce content and manage campaigns with increasing speed. But publishing more doesn’t necessarily mean communicating better. This is the message that emerged from 13th edition of Social Media Strategiesthe event of Search On Media Group dedicated to digital marketing professionals, which took place on 20 and 21 October at the Opificio Golinelli in Bologna. Two days of training and discussion brought together 800 participants and over 50 speakers.
At the center of the meetings, the way in which AI is changing the daily work of those involved in communications. The tools automate part of the processes, but the skills necessary to choose what to say, who to contact and why remain decisive. «Artificial intelligence increases our ability to produce, but it does not automatically make what we communicate relevant», he observed Cosmano Lombardofounder of Search On Media Group, recalling the importance of creativity and continuous training.
The same reflection concerns the relationship between brand and public. In an environment saturated with content, authenticity and trust become distinctive elements. Second Silvia Borsaricreators are no longer just the faces of a single campaign: they build communities and can create meeting opportunities even outside the platforms. For companies, this means focusing on long-lasting collaborations that are consistent with their identity.
The search for immediate visibility can instead push towards polarizing messages. A choice that, he warned Stefano Maiolicarisks compromising the credibility of a brand. Interactions can grow rapidly; trust, on the other hand, takes time. It is on this balance between technological innovation and authentic relationships that the future of marketing is based