Adnkronos (Adnkronos) – "It's important to remember that artificial intelligence, which is always human-led, helps create value-added content that adapts to the audience. AI allows us to adapt the recipe to the user, depending on whether it needs to be used by four or two people." This was stated by Daniela Cerrato, member of the IAB Italia Board of Directors, at the 2026 edition of Intersections, the largest event in Italy dedicated to marketing, communications, creativity, and technology, currently underway at the Allianz MiCo in Milan.
"The ability to adapt content to the user's needs through sliders has already been introduced with GialloZafferano and is a great innovation that we are also introducing with Smartworld," she adds. "From a cooking perspective, this approach helps avoid waste, in keeping with the green economy. We've also created a dedicated chatbot with GialloZafferano, called Giallo di Z, which allows you to request an ideal recipe based on what you have in the fridge, your skills, preferences, and any allergies."
Our video strategy is also evolving. We're offering long-form videos, which began last year with serial formats and a warmer tone, similar to vodcasts, both in the food sector with GialloZafferano and in the health sector with MypersonalTrainer. These can also be enjoyed from the comfort of your couch. With the growth of connected TV, all the statistics now tell us that people are watching this content—also distributed on social media—on television.
“All of this ties back to the concept of community. This is a very positive aspect because it doesn't just translate into digital. We're continuing to expand our local presence. After the major events we've hosted with MypersonalTrainer and other publications, the big news is that this year we'll be hosting an event dedicated to GialloZafferano at the end of December,” he concludes. “People want to get together physically and get away from their screens, so 'sociality' is once again the watchword, not just the web. Staying informed and finding useful and entertaining content is important, but then there's a need for human contact. Being able to translate a community that follows you closely from digital to physical is something extraordinary, in the name of simplification.”
saving
webinfo@adnkronos.com (Web Info)