Adnkronos (Adnkronos) – "The world is becoming digital. This process provides a wealth of interesting tools to better understand what's happening around us. However, we have a tremendous need to continue to be amplifiers of emotion, because that's what the end customer wants and demands. We have a connection with the world of music: it's never been so easily accessible and affordable as with digital, yet if you want a concert ticket, you can't find one even if you're crazy.
The same thing happens for us: we must continue to cultivate physical emotions. Artificial intelligence and the entire digital world can perhaps help us to convey them better and reach many more people." These are the words of Davide Zanolini, CMO and EVP Global Marketing & Communication of Piaggio Group, at Intersections 2026, the largest event in Italy dedicated to marketing, communications, creativity and technology, currently underway at the Allianz MiCo in Milan.
“Companies accustomed to working heavily on the engineering side struggle to develop a culture open to this kind of experimentation,” he explains, adding, however, that AI also offers undeniable benefits. For example, the ability to preview and develop an almost unlimited number of product prototypes.
Once upon a time, to choose a product, you designed it; then you had to physically create it, show it to people, and then make adjustments and corrections. Today, however, we have the ability to create an almost unlimited number of products that help us choose the right one.
Artificial intelligence thus allows Piaggio to reduce the development times of new vehicles, shortening a cycle that usually lasts two to three years, increasing market responsiveness and reducing costs.
The use of AI tools is very limited in the company's communications, however, because "those who use two-wheelers do so for emotion, crave authentic content, and are quite allergic to fake ones: people immediately notice if something isn't authentic. Our use of AI tools is therefore geared toward better understanding how our consumers travel," he adds, "so we can determine which products are best to develop."
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