{"id":127498,"date":"2024-10-21T11:42:17","date_gmt":"2024-10-21T09:42:17","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=127498"},"modified":"2024-10-21T13:47:34","modified_gmt":"2024-10-21T11:47:34","slug":"generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/","title":{"rendered":"Generative AI and Marketing: A Future of Personalization and Innovation \u2013 Interview with Francesco Golfieri"},"content":{"rendered":"

In the digital whirlwind that is redefining modern marketing, <\/span>Generative Artificial Intelligence<\/b> emerges as a kind of two-faced Janus: on one side, a revolutionary promise; on the other, a significant ethical challenge. Francesco Golfieri, <\/span>Data Architect<\/b> at Gruppo Hera, specializing in managing <\/span>data-driven projects<\/b> and a lecturer in the <\/span>Data Lake course<\/b> within the\u00a0<\/span>Master in Marketing Management<\/b><\/a> at Bologna Business School<\/strong>, shares his perspective on how AI is transforming marketing. Drawing on his extensive experience as a consultant and program manager, Golfieri explores the opportunities, risks, and skills needed to navigate an increasingly personalized, data-driven future.<\/span><\/p>\n

 <\/p>\n

What do you see as the main opportunities offered by generative AI for digital marketing?<\/span><\/i><\/p>\n

First and foremost, <\/span>generative AI<\/b>, combined with <\/span>Machine Learning<\/b>, enables true large-scale content <\/span>personalization<\/b> for the first time.<\/span>
\n<\/span>Thanks to its ability to create <\/span>dynamic content<\/b>, generative AI allows marketing campaigns to be tailored to the tastes and needs of each individual consumer, enhancing effectiveness and <\/span>engagement<\/b>\u2014and all of this in an automated way. Another key opportunity lies in improving the <\/span>customer experience<\/b>. Soon, quick solutions will allow real-time adjustments to interactions on websites and social media, offering a smoother, more personalized experience, or optimizing <\/span>customer care<\/b> with automatic responses tailored specifically to each customer. These opportunities must be balanced by ethical AI governance that pays close attention to <\/span>consumer privacy<\/b>.<\/span><\/p>\n

 <\/p>\n

How do you see the role of marketers evolving with the introduction of these new technologies?<\/span><\/i><\/p>\n

In my view, the role of marketers has always been among the most impacted by digital transformations. Just to name a few examples: the web, social media, streaming, <\/span>big data<\/b>, and augmented reality\u2014all these major IT revolutions have primarily affected marketers, fundamentally transforming their roles. As with previous cases, <\/span>Generative AI<\/b> should lead to an evolution towards more strategic and creative roles.<\/span><\/p>\n


\n<\/span>Today’s marketers must, first and foremost, become <\/span>data-driven<\/b> (if they haven\u2019t already), meaning they need to be able to understand and interpret data to make more informed and targeted decisions. Generative AI allows for the creation of personalized and optimized experiences only if “guided” by a solid data foundation. <\/span>Furthermore, there is an increasing need for skills in <\/span>ethical management<\/b> and <\/span>AI governance<\/b>. Marketers must not only master the new technologies but also ensure they are used responsibly.<\/span><\/p>\n

 <\/p>\n

Can you give a practical example of how generative AI can be used to enhance marketing strategies?<\/span><\/i><\/p>\n

I\u2019ll refer to what was demonstrated during a recent <\/span>BBS webinar<\/b>: imagine a campaign aimed at a large customer base. Instead of sending the same message to everyone, <\/span>generative AI<\/b> can create <\/span>dynamic content<\/b> personalized for each individual user. By analyzing demographic data, purchase behavior, browsing preferences, and previous interactions\u2014and it\u2019s important to specify that AI does not perform these analyses “spontaneously” but requires a properly programmed data flow to do so\u2014AI can generate emails that not only adapt to the customer\u2019s preferences but also change the <\/span>tone of voice<\/b> and structure based on the profile.<\/span><\/p>\n

 <\/p>\n

What do you consider to be the main risks or challenges related to the adoption of AI in marketing?<\/span><\/i><\/p>\n

The main risks<\/strong> include:<\/span><\/p>\n

    \n
  1. The possibility of perpetuating <\/span>biases<\/b> present in the data, which, besides being unethical and legally punishable, could damage the brand’s perception.<\/span><\/li>\n
  2. Data privacy<\/b>. The use of personal data requires strict management to avoid violations.<\/span><\/li>\n
  3. Lastly, the risk of <\/span>behavioral manipulation<\/b>, where an inattentive marketer could exploit consumer vulnerabilities using AI, raising ethical concerns about how data is used in campaigns.<\/span><\/li>\n<\/ol>\n

    I want to highlight that the <\/span>European Union<\/b> is at the forefront of protecting consumers with specific AI regulations, so all of this will also translate into legal compliance.<\/span><\/p>\n

     <\/p>\n

    What skills do you think marketing professionals should acquire to stay competitive in this technological landscape?<\/span><\/i><\/p>\n

    First and foremost, <\/span>data analysis<\/b>, an essential element for any decision-maker. AI can assist with this, but without a solid personal understanding, the insights generated will always lose meaning.<\/span>
    \n<\/span>Having a clear idea of how <\/span>Generative AI<\/b> works: the most efficient way to gain this understanding is by using <\/span>B2C platforms<\/b> for personal productivity (I\u2019m referring to tools from Microsoft, Google, or OpenAI). This will not only speed up today\u2019s work but will also help in the future when integrating such technologies into marketing processes.<\/span><\/p>\n


    \n<\/span>To conclude, and I say this as a non-marketer, in my opinion, the <\/span>creative ability<\/b> of a marketer will remain the true focus: the virtuous circle between new (human) ideas and new (AI) technical capabilities will need to be renewed.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    In the digital whirlwind that is redefining modern marketing, Generative Artificial Intelligence emerges as a kind of two-faced Janus: on one side, a revolutionary promise; on the other, a significant ethical challenge. Francesco Golfieri, Data Architect at Gruppo Hera, specializing in managing data-driven projects and a lecturer in the Data Lake course within the\u00a0Master in […]<\/p>\n","protected":false},"author":132,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[207,92],"tags":[],"rubrica":[],"class_list":["post-127498","post","type-post","status-publish","format-standard","hentry","category-news-en-2","category-news-en"],"acf":[],"yoast_head":"\nGenerative AI and Marketing: A Future of Personalization and Innovation \u2013 Interview with Francesco Golfieri | BBS Generative AI and Marketing: Interview with Francesco Golfieri<\/title>\n<meta name=\"description\" content=\"In the digital whirlwind reshaping modern marketing, Generative Artificial Intelligence emerges as a Janus-faced entity: on one side, a revolutionary promise; on the other, a significant ethical challenge. Discover more with the Professional Master in Marketing Management at BBS!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Generative AI and Marketing: A Future of Personalization and Innovation \u2013 Interview with Francesco Golfieri | BBS Generative AI and Marketing: Interview with Francesco Golfieri\" \/>\n<meta property=\"og:description\" content=\"In the digital whirlwind reshaping modern marketing, Generative Artificial Intelligence emerges as a Janus-faced entity: on one side, a revolutionary promise; on the other, a significant ethical challenge. Discover more with the Professional Master in Marketing Management at BBS!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/\" \/>\n<meta property=\"og:site_name\" content=\"BBS\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BolognaBusinessSchool\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-10-21T09:42:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-21T11:47:34+00:00\" \/>\n<meta name=\"author\" content=\"Sezin Can\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sezin Can\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/\",\"name\":\"Generative AI and Marketing: A Future of Personalization and Innovation \u2013 Interview with Francesco Golfieri | BBS Generative AI and Marketing: Interview with Francesco Golfieri\",\"isPartOf\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\"},\"datePublished\":\"2024-10-21T09:42:17+00:00\",\"dateModified\":\"2024-10-21T11:47:34+00:00\",\"author\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/8cbc31dfd00d4ac21f3dde6436b60839\"},\"description\":\"In the digital whirlwind reshaping modern marketing, Generative Artificial Intelligence emerges as a Janus-faced entity: on one side, a revolutionary promise; on the other, a significant ethical challenge. Discover more with the Professional Master in Marketing Management at BBS!\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bbs.unibo.it\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Generative AI and Marketing: A Future of Personalization and Innovation \u2013 Interview with Francesco Golfieri\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/\",\"name\":\"BBS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bbs.unibo.it\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/8cbc31dfd00d4ac21f3dde6436b60839\",\"name\":\"Sezin Can\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0ae4a3085907ca49134dfb4152ac8ad3c369df6b014c94de2dfedbc97a07d8d9?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0ae4a3085907ca49134dfb4152ac8ad3c369df6b014c94de2dfedbc97a07d8d9?s=96&d=mm&r=g\",\"caption\":\"Sezin Can\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Generative AI and Marketing: A Future of Personalization and Innovation \u2013 Interview with Francesco Golfieri | BBS Generative AI and Marketing: Interview with Francesco Golfieri","description":"In the digital whirlwind reshaping modern marketing, Generative Artificial Intelligence emerges as a Janus-faced entity: on one side, a revolutionary promise; on the other, a significant ethical challenge. Discover more with the Professional Master in Marketing Management at BBS!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/","og_locale":"en_US","og_type":"article","og_title":"Generative AI and Marketing: A Future of Personalization and Innovation \u2013 Interview with Francesco Golfieri | BBS Generative AI and Marketing: Interview with Francesco Golfieri","og_description":"In the digital whirlwind reshaping modern marketing, Generative Artificial Intelligence emerges as a Janus-faced entity: on one side, a revolutionary promise; on the other, a significant ethical challenge. Discover more with the Professional Master in Marketing Management at BBS!","og_url":"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/","og_site_name":"BBS","article_publisher":"https:\/\/www.facebook.com\/BolognaBusinessSchool\/","article_published_time":"2024-10-21T09:42:17+00:00","article_modified_time":"2024-10-21T11:47:34+00:00","author":"Sezin Can","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Sezin Can","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/","url":"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/","name":"Generative AI and Marketing: A Future of Personalization and Innovation \u2013 Interview with Francesco Golfieri | BBS Generative AI and Marketing: Interview with Francesco Golfieri","isPartOf":{"@id":"https:\/\/www.bbs.unibo.it\/en\/#website"},"datePublished":"2024-10-21T09:42:17+00:00","dateModified":"2024-10-21T11:47:34+00:00","author":{"@id":"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/8cbc31dfd00d4ac21f3dde6436b60839"},"description":"In the digital whirlwind reshaping modern marketing, Generative Artificial Intelligence emerges as a Janus-faced entity: on one side, a revolutionary promise; on the other, a significant ethical challenge. Discover more with the Professional Master in Marketing Management at BBS!","breadcrumb":{"@id":"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.bbs.unibo.it\/en\/generative-ai-and-marketing-a-future-of-personalization-and-innovation-interview-with-francesco-golfieri\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.bbs.unibo.it\/en\/"},{"@type":"ListItem","position":2,"name":"Generative AI and Marketing: A Future of Personalization and Innovation \u2013 Interview with Francesco Golfieri"}]},{"@type":"WebSite","@id":"https:\/\/www.bbs.unibo.it\/en\/#website","url":"https:\/\/www.bbs.unibo.it\/en\/","name":"BBS","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.bbs.unibo.it\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/8cbc31dfd00d4ac21f3dde6436b60839","name":"Sezin Can","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/0ae4a3085907ca49134dfb4152ac8ad3c369df6b014c94de2dfedbc97a07d8d9?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0ae4a3085907ca49134dfb4152ac8ad3c369df6b014c94de2dfedbc97a07d8d9?s=96&d=mm&r=g","caption":"Sezin Can"}}]}},"_links":{"self":[{"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/posts\/127498","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/users\/132"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/comments?post=127498"}],"version-history":[{"count":3,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/posts\/127498\/revisions"}],"predecessor-version":[{"id":127515,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/posts\/127498\/revisions\/127515"}],"wp:attachment":[{"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/media?parent=127498"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/categories?post=127498"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/tags?post=127498"},{"taxonomy":"rubrica","embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/rubrica?post=127498"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}