This year at Intersection 2025 we are addressing a theme that runs through every corner of the information world. What will become of media in the age of artificial intelligence?
We will do so through the testimonies of three protagonists who, each in their own way, is redefining the boundaries of their sector:
- Claudia Uccelli, CEO of Pazienti.it, an organization that has built trust and community in a domain where reliability is everything;
- Roberto Boella, CSO of LaPresse, who is taking the company from photo agency to wire service to an integrated editorial brand;
- Andrea Pontini, Founder of InsideOver, who made a journalistic project internationally recognizable through visual identity, storytelling and consistency, with a business model that has no real parallel in Italy.
Three different experiences. What ties them together is the ability to hold together strategy, technology, and audience trust, in an increasingly complex market.
From Traffic to Value
In recent years, the web has shed its skin. Traffic alone no longer guarantees that an editorial project holds up.
The volume of content has pushed past the threshold of what is sustainable. Artificial intelligence has simply accelerated a process already under way, the spread of speculative sites and low-value content built to catch clicks and easy monetization. The result is an information inflation that has polluted the web. Today it is harder to tell what is authentic from what is manufactured.
In response, Google is turning itself from a search engine into a content curator. It selects what it considers reliable, recognizable, worthy of trust, and leaves the rest behind. This is a form of algorithmic content curation. It rewards those who have built, and keep building, a solid editorial brand that forges a genuine bond with its audience.
Those who know, listen to, and value their audience hold a real advantage today over the universe of speculative content. SEO has become a discipline of reputation, made of credibility, coherence and trust, built every day.
We see this every day in the projects we work on. The organizations that grow are the ones that combine strategy and trust in a measurable way. It is the perspective we bring when we work alongside publishers and brands. Moving beyond the tactical use of platforms and tools, toward a culture of co-intelligence that generates value over time.
Co-intelligence Between People and AI
This is where co-intelligence comes in (the increasingly close collaboration between people and systems, between culture and algorithm). AI does not replace productivity. It amplifies it. The human role gets stronger: faster decisions, sharper strategies, more effective content.
The difference lies in how it gets integrated. As a lever to interpret data, read signals, and improve business processes, it works. As a shortcut to churn out more content faster, it does very little.
Those who manage to make technology and vision coexist turn their digital presence into a competitive advantage that lasts.
From Being Found to Being Chosen
Being visible today is the minimum. Being chosen is the real achievement.
Audiences are looking for reliable reference points more than plain information. Credibility, narrative coherence, and brand recognizability are the new currencies of visibility.
This is what we will bring to the stage at Intersection 2025. How trust, identity, and technology can coexist, and how co-intelligence between people and systems is changing, for good, the way media operate.
But trust and identity, and as a consequence traffic, do not happen by chance. They come from structured work, from a method that starts with the internal awareness of each organization, whether that is a publisher, a company, or a content creator.
An awareness that must engage every level of the organization, from top management to those who every day create content, manage data, or communicate with the audience.
The path requires tools, analysis, data reading and, above all, working methods that can hold people, processes and technology together. This is the ground we work on. We help organizations build that awareness and turn it into measurable results.
Those who have already taken this path with us are seeing the results. More agile structures, clearer strategies, better-informed decisions. Those who keep postponing often realize too late that the opportunities have already faded. Competitive advantage does not come back with a technical update. It takes a culture of change.
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