Andrea Latino, Italian Global Shaper, at the Davos Forum

Andrea Latino, how is the consumer changing in his relationship with the brand? From my point of view, I believe that consumers are increasingly seeking a personalized relationship with brands and I also believe that the most demanding could even appreciate a “predictive” one. brand is equipped with sufficient data and profiles the customer in the correct way, it can pre-activate certain services as if it were a concierge who responds in advance to needs that could arise. This kind of digital strategy, however, depends on a familiarity with technology, with data and processes that fall into the field of Digital Transformation: which is why I see the two as perfectly integrated.