Technology evolves—not to replace us, but to empower us. This was the key message from Milan’s AI Week 2025. We are not heading toward a future where automation will replace humans; rather, we are entering a new phase in which people and artificial intelligence will collaborate to tackle climate, energy, demographic, and organizational challenges. This is an evolutionary responsibility for those working in retail, construction, and complex project management—like us.
Insights on Artificial Intelligence: Less Fear, More Education
There is no fear—there is more preparedness: “By 2030, 1 billion jobs will change.”
The central issue is no longer job loss, but how to clearly face environmental, energy, and demographic challenges. Maximo Ibarra, professor at LUISS, outlines the real challenges of the future: 40% of global water losses are due to outdated infrastructure; 80% of global emissions come from industry, energy, and agriculture; 70% of freshwater is used in agriculture; 54% of global energy consumption is industrial. Adding to this is a healthcare emergency: by 2030, there will be a shortage of 40% of professionals in the sector.
As the landscape changes, the job market evolves. By 2030, technology will transform 1 billion jobs. During the same period, 170 million new jobs will be created. 39% of the skills required will differ from those needed today. In Italy alone, 386,000 people graduated in 2023, and roles related to artificial intelligence and machine learning are growing—and will continue to grow—at an annual rate of 27% between 2024 and 2028.
What are the most in-demand skills? We’ve listed them below:
• Horizontal skills: critical thinking, collaboration, problem-solving
• Hybrid skills: data analysis, ethics, technology, communication
• Continuous and modular learning: short courses, constant updates
• AI system supervision and efficient prompt design
The artificial intelligence market in Italy reached €1.2 billion in 2024, marking a 58% increase compared to 2023.43% of investments are directed towards generative or hybrid solutions.Projects in areas such as Text Analysis, Classification, and Conversational Systems have grown by 86%.Projects involving AI Agents and RAG (Retrieval-Augmented Generation) account for 17%.
But what exactly are these AI Agents everyone is talking about? AI Agents are intelligent assistants capable not only of answering questions but also of completing specific tasks. They can write texts, analyze documents, generate proposals, create content, or interact with other business systems (such as CRMs or databases). They have memory and communicate with internal and external systems, combining multiple models to accomplish complex tasks. They are already being used today in both large, structured companies and agile organizations.
Artificial Intelligence in Fast Fashion: Optimization and Personalization
Artificial intelligence is revolutionizing operations in the fast fashion sector, from inventory management to personalizing customer experience. Leading fast fashion companies are leveraging AI solutions to boost efficiency and customer satisfaction. The most commonly used technologies and applications include:
• Predictive demand analysis: Using machine learning algorithms, retailers can forecast purchasing trends, optimizing production and reducing waste.
• Customer experience personalization: By analyzing browsing and purchase data, AI enables personalized recommendations, increasing the likelihood of converting leads into customers.
• Supply chain optimization: AI helps manage inventory in real time, improving product availability and lowering storage costs.
• Advanced in-store interaction: The implementation of smart mirrors and augmented reality technologies allows customers to virtually try on garments, enhancing the shopping experience.
These technologies not only improve operational efficiency but also contribute to greater sustainability by reducing waste and optimizing resource use.
Document Intelligence in Retail: Using Artificial Intelligence to Manage Business Files
Artificial intelligence applied to document management represents a breakthrough for companies aiming to increase efficiency in accessing and using their internal information. During AI Week, a platform was presented that applies document intelligence principles to make even complex content, such as PDFs, scanned images, technical datasheets, or contracts, searchable and accessible.
Thanks to semantic analysis and the use of natural language, users can ask questions like: “Where is the safety clause located?” or “Which documents contain information about construction site X?” and receive accurate, contextualized, and, when needed, visual responses.
The platform integrates with existing repositories without duplicating files; instead, it intelligently indexes them and assigns access permissions based on corporate roles.
Key features highlighted in this case study include:
• Semantic search: analysis of textual, visual, and numerical content within files
• Natural language: conversational dialogue to find exactly what’s needed
• Multimodal responses: a mix of text, links, images, and precise references
• Security and confidentiality: filtered access by role or business function
• Native integration: connects to existing corporate systems without creating duplicates
Artificial Intelligence in Retail Marketing: From Idea to Result
The most common mistake is using artificial intelligence as a shortcut rather than as a support tool. This leads to consequences such as generic content, confusing images, inconsistent brand identity, and “flat” campaigns that don’t convert. When it comes to content creation with AI and text generation, tools like ChatGPT and Claude can be used to tailor articles, product descriptions, and advertising campaigns to the brand’s tone and style.
How can effective content be created in collaboration with AI? The ideal approach is to divide the creative process into phases and use different tools for each:
• Text writing: ChatGPT and Claude help build concepts, articles, advertising content, and product descriptions consistent with the brand’s tone of voice and channel.
• Visuals and images: Midjourney enables the generation of images aligned with branding through structured prompts (subject, lighting, composition, context).
• Dynamic videos: Runway transforms static images into animations integrating camera movements and cinematic style.
• Music and audio: Suno AI generates coherent and engaging soundtracks from textual prompts, enhancing audience engagement.
From Sketch to Outcome: The Creative Workflow in Campaign Development
Building a campaign with artificial intelligence requires method, attention, and collaboration between tools. Here’s the ideal workflow:
- Initial brief → start with a clear prompt to ChatGPT or Claude to develop the conceptual foundation
- Tone and channel adaptation → refine the style based on the platform, such as LinkedIn, blog, reels, etc.
- Moodboard and visuals → generate images with Midjourney following precise parameters (subject, lighting, composition, style)
- Dynamic video → animate content and add visual storytelling using Runway
- Coherent audio → create a personalized music track with Suno AI
How to Personalize the Customer Experience
- Behavioral Data Analysis: Artificial intelligence analyzes customer interactions with the brand, providing insights to personalize offers and improve the customer journey.
- Audience Segmentation: Data analysis enables the creation of more precise audience segments, helping optimize marketing campaigns.
- Marketing Automation: AI allows for the automation of personalized communications, increasing campaign effectiveness and customer satisfaction.
The integration of artificial intelligence in retail marketing not only improves operational efficiency but also enables brands to deliver more engaging and personalized customer experiences. AI doesn’t write for you, it writes with you. The prompt is your creative direction. That’s why AI should be part of the creative team; not as a replacement, but as a powerful resource to amplify ideas, speed, and impact.
Building with AI, not for AI.The future of retail and construction.
AI Week 2025 showed that artificial intelligence is not just a passing trend, but a practical tool that is transforming the way we work in marketing, project management, and retail construction. Implementing AI solution, such as AI Agents powered by ChatGPT, allows companies to automate processes, reduce errors, and enhance communication. The question is no longer if we should use AI, but how. Start small: a well-crafted prompt, a piece of content created with an assistant, an improved document workflow. And always ask yourself: “How can I make this technology work with me, not instead of me?”
