Artificial Intelligence is entering the relationship between Brands and people, becoming a new interlocutor capable of representing Brand identity and personality. This creates a new challenge for Brand governance: defining not only how AI should speak, but also how it should behave in different situations, ensuring consistency between Brand values, promises, actions and experiences.
Digital Innovation
2 December 2025
From SEO to GEO: growing your brand in the age of AI
Artificial intelligence is profoundly changing the marketing job. Tools based on advanced algorithms and machine learning, integrated with mathematical/statistical and behavioral targeting techniques, now enable marketers to optimize their activities and make more informed, data-driven decisions. In this article we will explore the main impacts of this technological revolution and the risks to consider.