From June 24 to 26, 2026, Bologna, Italy, will become one of Europe’s most strategic meeting points for the global digital economy. At WMF – We Make Future, the international fair and festival dedicated to AI, technology and digital innovation, the conversation around marketing will move far beyond trends, buzzwords and platform updates. It will become a three-day training ecosystem where data, advertising, AI, brand strategy and digital growth are examined by experts from around the world across more than 90 stages and over 1,000 international speakers.
Learn more and register for WMF – We Make Future.
The scale of the program is part of what makes WMF stand out. Its training agenda is presented as “the World’s Most Comprehensive Program on AI, Digital Marketing and Innovation,” with Premium Stage sessions dedicated to advanced training in artificial intelligence, coding, communication, digital marketing, advertising, data and analytics, search, health, fintech, journalism, work and more. For marketing and business leaders, this makes WMF not just an event to attend, but a place to understand how the profession itself is being rewritten.
One of the clearest examples is the Data & Analytics stage, dedicated to data analysis and the use of AI to extract deeper insights, predict future trends and turn information into competitive advantage. Here, the program moves directly into the new measurement crisis facing digital teams. Filippo Trocca, Head of Data & Adtech at Making Science, will explore why behavioral data and identity resolution are becoming essential to AI-driven models, while Riccardo Sozzi, Head of Digital Data at Navla, will address end-to-end attribution in an era shaped by AI agents, zero-click searches, incrementality measurement and Marketing Mix Modeling.
The same stage also looks at the operational future of analytics. Francesco Piersimoni and Roberto Barison, CEO and co-founders of Adrias Online, will present “Conversational Analytics: The New Paradigm of Data Analysis,” a session focused on the shift from static dashboards to natural-language conversations with data, real-time generated narratives and AI-supported reporting. Michele Arena, founder of Analytrix, will instead focus on channel effectiveness through GA4 data-driven modeling and LLM-based processing, showing how attribution can be rethought through practical workflows.
On the Advertising stage, the focus is equally pragmatic. The stage is built around advanced tracking, complex funnels and high-performing digital campaigns, with real case studies and tools designed to optimize advertising strategies. Andrea Franzoni and Daniele Signoretta of SEMprofile will discuss Content Velocity, showing how AI tools such as Gemini and Claude can help generate a month’s worth of advertising content, from SEO copy and ad creatives to images and automated reports.
Other Advertising sessions show how performance marketing is becoming more technical, more measurable and more AI-assisted. Sveva Coltellacci, Head of Performance Marketing at Pro Web Consulting, will present a healthcare case study on Google Ads custom variables and zero data loss across complex funnels. Nils Rooijmans, Google Ads Automater, will bring an English-language session on using AI agents to improve PPC productivity, with a framework for deploying autonomous workflows that can manage and optimize accounts more efficiently. Marco Guerra of Precis will examine Amazon Ads in the child safety industry, analyzing how catalog management can help brands respond to CPC inflation and low-price competitors.
The AI Marketing stage is where the transformation becomes even more explicit. WMF defines it as the stage dedicated to AI in marketing, with a focus on continuous simulations, campaign optimization and data-driven decision-making. Kamila Zahradnickova, founder and CEO of Lakmoos AI, will present “Continuous Discovery for the Digital Age: From Guesswork to Simulation,” exploring how AI-driven customer simulation can give marketing teams always-on insight to test concepts, messaging and journeys continuously rather than waiting for late post-campaign data.
AI Marketing will also examine the missing layer between insight and execution. Paolo Dello Vicario, co-founder and CEO of ByTek – Datrix, will discuss AI Decisioning, showing how first-party data, predictive signals and decision logic can connect predictive models to marketing activation across channels. Mirko Bruni, CEO of The Fool, will address the Agentic Moment of Truth, a new consumer landscape in which AI not only helps users search for products, but may surface needs, build narratives and reduce brand choice to a small set of options.
The Social Advertising stage brings the discussion back to platforms, experimentation and performance. Its program focuses on advanced measurement, creative optimization and repeatable workflows toimprove conversions, ROAS and campaign impact across major platforms. Alessandro Frangioni, founder and advertising and marketing automation expert at Roads, will explain how Brand Lift and Conversion Lift experiments can help marketers understand whether Meta campaigns are actually building brand recognition and moving people toward purchase.
Social commerce and creative automation will also be central. Jacopo Cazzaro, Social Ads Team Lead at Making Science, will show how creative automation can turn static feeds into dynamic assets for Advantage+ Catalog Ads, with case studies from e-commerce and automotive lead generation. Giovanni Solimeno and Nicola Ferrari of Square Marketing will analyze how Pompea removed friction between advertising and purchase on TikTok Shop, bringing content, creators and performance into a seamless funnel where product discovery and checkout coexist in the same swipe.
If advertising is increasingly automated, the Brand Strategy stage asks a different question: what remains distinct, recognizable and valuable when AI can generate infinite content? WMF positions the stage around brands and corporate strategy in the AI era, with a focus on AI literacy, guiding intelligent systems and building real competitive advantage. Valentina Falcinelli of Pennamontata will examine brand jingles and their strategic role, while Aprajita Jain, Chief Brand at Google, is listed for an English-language session on corporate brand strategy.
The stage also looks at the brand risks created by generative AI. The English-language keynote “Beyond Generic AI: How Brands Reclaim Their Visual Identity in the GenAI Era and Why Performance Can No Longer Be a Guessing Game” will focus on how brands can decode their visual DNA, align generative AI outputs with brand identity and predict creative performance before content goes live. Laura Gusmeroli and Mirko Landi of Show Reel Agency will instead introduce Brandcast, a model that moves beyond individual social campaigns to build an integrated editorial system across content, creators and distribution.
Finally, the Digital Strategy stage connects these threads into broader models of growth. The stage is dedicated to innovative digital strategies, with a focus on digital media, AI and adaptive growth models. Nikhil Mehra, Senior Product Manager at My Code, will examine how AI is rewriting digital media economics through identity layers, probabilistic modeling and adaptive feedback systems. Emanuela Ciuffoli will challenge brands to stop chasing trends and instead build cultural intelligence frameworks capable of separating long-term cultural signals from algorithmic noise.
The Digital Strategy program also includes Federica Brancale, Artificial Intelligence Consultant at Marketing Freaks, with a session on more than 20 strategic canvases designed to guide branding, content, marketing, product development and organizational processes in the age of AI. Together, these sessions suggest a clear direction: the next phase of digital strategy will not be defined by isolated campaigns, but by systems, measurement architectures, cultural interpretation and AI-enabled decision-making.
For international marketers, advertisers, data specialists and brand leaders, WMF 2026 offers more than a conference schedule. It offers a map of where the industry is going. In Bologna, Italy, WMF brings together global expertise across data analytics, advertising, AI marketing, social advertising, brand strategy and digital strategy, positioning itself as one of the most complete training platforms in the world for professionals trying to understand and shape the next era of digital business.
