In today's landscape, Artificial Intelligence is a driving force of transformation, permeating every aspect of work life. This event offers participants a unique opportunity to explore the world of AI from various perspectives, from ethical reflections on the tool to the skills required for its practical application.

Specifically, participants will:

• Participants will have the opportunity to reflect on the ethical and economic challenges related to AI, through the intervention of Stefano da Empoli. The discussion will delve into the vices and virtues, risks and paradoxes of AI
• Understanding the value of Large Language Models (LLMs) as communication partners, with Paola Velardi. The session will explore how LLMs function and are trained, providing examples of both effective and ineffective interactions
• Engage with concrete examples of generative AI applications in marketing through the expertise of Valerio Fioretti. The session will delve into successful case studies and best practices involving AI's operational implementation in advertising campaigns, providing practical examples for immediate use in marketing and beyond.