Mediaplus Italy and Plan.Net Italy take center stage at Search Forward 2026: independence, innovation, and a new paradigm for Search
18.03.2026
Mediaplus Italy and Plan.Net Italy, part of the House of Communication, the largest independent agency in Europe, will be among the key players at Search Forward 2026, IAB Italy’s flagship event dedicated to the transformation of Search in the era of Artificial Intelligence.
Milan, March 16, 2026 – Mediaplus Italy and Plan.Net Italy, part of the House of Communication, the largest independent agency in Europe, will be among the key players at Search Forward 2026, IAB Italy’s flagship event dedicated to the transformation of Search in the era of Artificial Intelligence.
The two agencies will open the event’s first vertical slot with a talk focused on how AI is redefining the role of Search along the entire customer journey—and on the evolving role that agencies are now called to play in a market where logic, language, and consultancy models are rapidly changing.
On stage, Greta Bottini, Domenico Genovese, and Vittorio Bucci will present the integrated and independent perspective of the House of Communication.
A data‑driven point of view: the AI Observatory by Mediaplus
The contribution will be guided by insights from the AI Observatory by Mediaplus, the proprietary and ongoing research program that monitors the impact of artificial intelligence on consumer behavior and marketing dynamics. The data reveals a transformation already underway:
- AI enters everyday decision-making: over 55% of people recognize the real impact of AI on how they search for information, compare products, and make decisions.
- Familiarity grows beyond the hype: 67% report a significant increase in their competence thanks to the direct use of AI services.
- Search becomes conversation: keyword‑based logic is giving way to dialogic systems capable of solving complex requests in 1–3 interactions.
- A new discovery experience: 71% use AI for structured, multi-step searches, 61% find recommendations useful, and more than 50% are willing to share data for more personalized experiences.
AI thus becomes a personal assistant throughout the entire decision-making journey, including:
- Turning the zero‑click phenomenon into an opportunity, transforming high‑value interactions into what Mediaplus defines as Super Clicks: qualified decision-making actions that combine relevance, intent, and conversion.
The talk will provide a clear overview of how these shifts are redefining brand visibility: competition is no longer just about keywords, rankings, and bidding, but about the ability to design conversational experiences, interpret intentions, and decode weak signals.
Independence as a strategic lever
Vittorio Bucci, CEO of Mediaplus Italy, states:
“At a time when AI is reshaping Search and the entire media ecosystem, being independent is not just a positioning—it is a tangible value that allows us to interpret platforms neutrally and build genuinely effective strategies for brands. And it is precisely this integrated and tech‑agnostic approach that we will bring to the Search Forward stage.”
Independence, combined with a strong innovation‑driven mindset, enables both agencies to interpret the transformation of Search with a neutral perspective, free from platform constraints. This value is recognized internationally as well: Mediaplus has been ranked the #1 Independent Media Agency in the WARC Media 100 for the fourth consecutive year, reaffirming the strength of its model and its ability to anticipate market change.
