Best Brands Launches Volume Four: Authentic Marketing Meets Artificial Intelligence
Best Brands Launches Volume Four.
Seeking That Most Precious Thing: Authenticity. Marketing, From Special Effects to Special Connections
29.05.2025
Last night at MUDEC, the latest volume curated by journalist Giampaolo Colletti was unveiled, exploring the relationship between technology and the human factor in marketing, with contributions from Best Brands: Amazon, Booking.com, Coca-Cola, Enjoy, Kinder, Mulino Bianco, Playstation, Plenitude, Samsung, and Subito.
Milan, May 29, 2025 – The presentation event for Book Four of Best Brands took place yesterday evening at MUDEC – the Museum of Cultures in Milan. The event, titled "Seeking That Most Precious Thing: Authenticity. Marketing, From Special Effects to Special Connections", brought together experts, marketing professionals, and enthusiasts to discuss the new frontiers of communication in the age of artificial intelligence.
The volume, curated by journalist Giampaolo Colletti, analyzes the winning strategies of ten Best Brands: Amazon, Booking.com, Coca-Cola, Enjoy, Kinder, Mulino Bianco, Playstation, Plenitude, Samsung, and Subito—exploring how they preserve their authenticity in a rapidly evolving technological landscape.
The evening opened with a speech by Raffaele Pastore, General Director of UPA. This was followed by Francesco Giorgino, Professor of Communication and Marketing at Luiss University and Director of the RAI Research Office, who delved into the role of immersive technologies and generative AI in transforming the presence of brands in people’s daily lives. His address highlighted how technological innovation—when combined with an empathetic, human dimension—can become a powerful communication tool. In an increasingly fragmented and competitive environment, the need for companies to define a solid strategic vision emerged as a key to differentiation and stronger positioning.
At the heart of the event was a panel dedicated to the testimonials featured in the book, moderated by Giampaolo Colletti, who gave a voice to nine key figures from the volume. The discussion offered concrete insights into how brands tackle the challenge of authenticity in engaging with their audiences, experimenting with new languages and forms of involvement that create real value.
The evening concluded with a speech by Nicola Palmarini, Director of NICA – UK National Innovation Centre for Ageing, who offered reflections on marketing in relation to demographic and technological evolution. He described global population aging as an opportunity to rethink products, services, and communication strategies. Professor Palmarini illustrated how new technologies can help create more accessible, inclusive, and personalized experiences, placing people’s needs at the center at every stage of life.
Giovanni Ghelardi, CEO of Serviceplan Group Italy, emphasized: “Authenticity is the true superpower of the Best Brands. In an era of rapid transformation, the brands that can embrace change without losing their identity are the ones that make a difference. They don't just use technology—they integrate it with a clear and distinctive vision, preserving the human touch that makes them unique and recognizable.”
Enzo Frasio, CEO of NielsenIQ & GfK Italy, highlighted: “Being a Best Brand today primarily means ensuring that reliability which is embodied in the concepts of consistency, responsibility, and authenticity. At a time when many companies seem to be losing relevance in their alliance with consumers, the ability to interpret and communicate a concrete and credible sense of authenticity becomes a key element.”
Marco Travaglia, President of UPA, emphasized the association's tangible commitment: “Best Brands are strong, consumer-oriented, and capable of dynamically evolving to meet people’s needs. They embrace change while staying true to their values and authenticity. This is why UPA invests in the professional growth of the sector and in advancing research on brand strength: we’ve established a scholarship for the Master in Data Science for Integrated Marketing Communication, which this year was awarded to Samsung, winner of the special Best AIthentic Brand ranking.”
Giampaolo Colletti, curator of the volume, concluded: “This new book perfectly expresses the value of authenticity, which has become a defining trait of contemporary brands. It marks a historic shift from special effects to special affections. We need to move away from self-referential stages. Today, more than ever, immersive and predictive technologies offer an augmented, continuous, and personalized customer experience. But this ongoing conversation must express empathy—even compassion. Those brands that can demonstrate genuine authenticity will win the battle for attention, reaching the minds, hearts, and purchasing habits of their audiences.”
The event concluded with a networking session offered by TEADS, giving participants the chance to further discuss and deepen the themes explored throughout the evening.
The Best Brands Club, established in 2021 through a collaboration between NielsenIQ & GfK and Serviceplan Group, under the patronage of UPA and supported by 24 ORE System and Rai Pubblicità, confirms its role as a reference point for analyzing the most innovative marketing strategies and identifying best practices in the Italian market.
A digital out-of-home (DOOH) campaign in Milan’s main metro stations, created with the support of IGPDecaux, will promote the free download of the book.
The volume is available for free download at the website best-brands.it
