Italy expands generative AI use in businesses and professional services

Generative artificial intelligence is being adopted across Italy for creating short videos that can promote tourism, explain public services, and showcase digital portals. In the Campania region, municipalities, cultural institutions, hotels and other enterprises are experimenting with AI‑generated video to reduce production time, but officials stress the need to verify factual accuracy and ensure content suitability for citizens.

At the same time, Italian law firms, accounting offices, notaries and other professional practices are increasingly relying on tools such as ChatGPT, Claude, Gemini and Microsoft Copilot for drafting documents, research and translation. The rapid uptake has shifted the regulatory discussion from simple GDPR compliance toward broader AI governance under the EU AI Act, prompting calls for integrated risk‑management frameworks within professional organisations.