Adnkronos (Adnkronos) – "Today's mainstream narrative focuses heavily on technology and artificial intelligence, but human ingenuity remains at the heart of this transformation: both because technology cannot and should not replace humanity, and because humans necessarily need to evolve in the way they use it. I like to talk about critical thinking, discernment, and the ability to ask the right questions: I believe this will remain the great challenge in the evolution of marketing and communications."
Paola Mascaro, Marketing Director of Accenture Italy, made this statement at Intersections 2026, the event dedicated to marketing, communications, creativity, and technology currently underway at the Allianz MiCo in Milan.
During the event, the manager emphasized her commitment to the younger generations: “It's no coincidence that I'm here this morning with great pleasure to meet a hundred young men and women to whom we're offering a completely free program called Digital Gyms.
The name says a lot about the goal: certainly to enrich their toolbox with new skills, but also and above all to help them develop truly human abilities and, why not, to network more as soon as possible." Regarding the attitude of young people and the value of work, Mascaro then clarified: "It's true, 'effort' is an old-fashioned word.
In fact, I believe the young people are absolutely open and available: we've organized more than twenty editions, so we know they're very busy. It's clear that we need to give meaning to things; I believe that giving meaning and significance to the role and work of young people is the responsibility of us 'differently young' people."
Regarding future prospects and the evolution of career paths, the Marketing Director of Accenture Italy stated: "We need to help young people understand their role. We grew up with the so-called apprenticeship, the kind of experience where we used PowerPoint and Excel spreadsheets to learn from older people: this will inevitably change and will continue to change. Ultimately, paradoxically, they will be called upon to become adults sooner. That's why these human skills and the ability to use technology in a mature manner are essential for them," concluded Mascaro.
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