Intersections 2026: Marketing leaders discuss AI and the creator economy FAST-MOVING

At the Intersections 2026 event in Milan, industry leaders gathered to discuss the evolving landscape of digital communication, marketing, and technology. Experts highlighted how the rise of Large Language Models (LLMs) and artificial intelligence is fundamentally changing brand visibility. Marco Lenoci, CEO of Evolution Group, noted that brands must now move beyond traditional search engine optimization to invest in relationships with publishers and content creators to maintain authority.

Other speakers addressed the shift from influencer marketing to a creator economy focused on cultural affinity rather than mere follower counts. Alessandro Diana of Accenture Song emphasized the importance of connecting brand values with creator expression. Federica Setti of Wpp Media Italy highlighted the need for brands to build influential relationships with consumers through both algorithmic precision and emotional connection.

Sergio Amati, General Director of Iab, stressed the necessity of brand credibility and renewal in an era where algorithms risk homogenizing content. The discussions also covered the growth of retail media and the challenges faced by small and medium-sized enterprises in navigating increasingly complex digital distribution channels.