Adnkronos (Adnkronos) – "Today, in digital communication, a brand can gain more authority through different strategies than a few years ago. Visibility was once sought through search engine indexing. Today, with the advent of LLM systems, the paradigm has completely changed. To be visible, it's important for a brand to invest in relationships with publishers and content creators, absorbing some of their authority and attributing it to their brand.
Simply put, it's important to have authoritative sources talking about you. This is something every brand should work on and invest in for the future,” said Marco Lenoci, CEO of Evolution Group, participating in Intersections 2026, the largest event in Italy dedicated to marketing, communications, creativity, and technology, currently underway at the Allianz MiCo in Milan.
This is a particularly complex process for SMEs to embrace: "The main challenge is that Italian small and medium-sized enterprises generally rely on businesses that have been successful offline. The need to develop an online presence has always been a difficult step to address," he emphasizes. "Platforms are multiplying, distribution channels are becoming increasingly numerous, and it's increasingly difficult to understand and embrace them."
Often these companies also lack digitally trained resources or teams that can deal with these dynamics from a 360-degree perspective."
From this perspective, "companies are beginning to understand that they need younger generations to learn how to communicate differently. Furthermore, even people of another generation are searching for their brand on AI-powered search engines: they want to know what Claude or Google are saying about their company. When they don't find the answers they expect," he concludes, "they perceive this as a need that must be addressed."
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