Artificial Intelligence Meets Made in Italy: Rethinking Creativity, Industry, and Society
This volume, produced by MADEINT, the Research Centre on Made in Italy at the University of International Studies of Rome (UNINT), examines the transformative impact of Artificial Intelligence on the competitiveness, innovation capacity, and international development of Made in Italy industries. Bringing together interdisciplinary perspectives from management, marketing, law, communication, and social sciences, the book investigates how AI is reshaping business models, organizational processes, creative industries, and consumer markets.
The contributors explore both the opportunities and the challenges associated with AI adoption, including its implications for innovation management, intellectual property protection, digital transformation, social inclusion, and responsible business practices. Attention is devoted to the relationship between AI and creativity, the emergence of virtual influencers and new forms of brand communication, and the growing role of intelligent technologies in tourism promotion and cultural heritage enhancement.
By combining theoretical insights with practical applications, the volume offers a comprehensive overview of the opportunities, risks, and strategic implications of AI-driven transformation. It serves as a valuable resource for scholars, managers, entrepreneurs, policymakers, and students seeking to understand the evolving intersection of Artificial Intelligence and the Made in Italy ecosystem.
Giada Mainolfi is Associate Professor of Management and International Marketing at the University of International Studies of Rome (UNINT), Italy, where she also serves as Scientific Director of the Research Centre on Made in Italy (MADEINT). She teaches courses in Luxury, Fashion and Sustainable Management, as well as Management and International Marketing. In addition, she directs the First-Level Master's programmes in Export and International Marketing Management for Made in Italy and in Digital Marketing, Artificial Intelligence, and Social Media.
Her research focuses primarily on international marketing, with particular emphasis on the country-of-origin effect, luxury and fashion marketing, branding, and influencer marketing. She has authored numerous publications in leading national and international academic journals and actively contributes to research on the global competitiveness and internationalization of Italian industries.