In this installment of our “Success Stories” column , we have the pleasure of hosting Paolo Pelloni, Founder of Digital Punk and a leading figure in AI marketing and artificial intelligence.
Interviewing him is Donato Cremonesi, CEO of Factory Communication, who has known him for more than two decades. The interview traces Paolo’s journey from his early experiences in marketing to his role as an innovator and popularizer in the world of AI.
Between jokes, anecdotes and deep reflections, Paul tells us how he faces the challenges of the present, always with an eye to the future and – of course – with a Martini in hand.
Interview with Paolo Pelloni, doing marketing activities with ai and other curiosities
Donato: Hi Paul, we have known each other for years, although we both still look very young 😅
Paul: Speak for yourself! 😅
Donato: …and I thank you for the time you decided to give me today. You know, I often think back to 2001, when we first met. You were the Head of Marketing and Communications Strategies at Galactica.
I remember that scene perfectly: I walk into your office, you offer me coffee, and with Swiss precision you say, “As agreed, I reserved a 15-minute slot. What do we want to talk about?”
You were not obnoxious, far from it. Your body language made it clear that you were happy to meet me, but you wanted to use that time to the fullest. Something that has not changed over the years.
Today, however, I would like you to tell what has happened between then and now. I often follow you on social, read your newsletter, and love your sometimes irreverent style of communication. Not for nothing is your agency called Digital Punk.
I see that you are very focused on proposing artificial intelligence strategies and solutions . . So, here are some questions for you.
Who is Paolo Pelloni today?
Paul: I hope less obnoxious than someone who, on the first meeting, gives you a 15-minute slot! Imagine if a woman did the same with me on a first date: 12 would be left over. (Okay, cut that one out.)
Who am I today? A 56-year-old man who, aware that he has at least 15 more years to work, decided to measure himself against artificial intelligence.
Donato: When and what prompted you to embrace AI?
Paul: The fact that I have to work for the next 15 years. Do I have to? Sure. Can I do it? To be seen.
When I realized that this is not just my problem-it was late 2022-I started studying AI, or rather, Gen-AI. I delved into it both from a technical point of view, because I was born a programmer, and from a strategic point of view, to understand how to implement it in the company.
Most important, however, are adoption models. Talking about technology without thinking about how to integrate it into the business is wasted time.
Donato: What is artificial intelligence and what are the strengths and weaknesses of AI?
Paul: I would sum them up like this, “The AI you use today is the worst ever.”
The dangers? Many. Sociologically speaking-a subject that does not concern us directly now-AI enables control of people and information that was previously unthinkable. And we all know that control is the basis of any dictatorship.
At the business level, the risk is that AI will give you 70 percent of the human quality at 10 percent of the cost. You don’t have to be a genius to see where the market will go. Note: That 70 percent is a generic estimate; in some things AI is close to 90 percent, in others it outperforms humans, and in others it is poor.
History teaches us that a lower performing but cheaper system almost always wins. This could lead to a leveling off toward an AI-generated “medion.”
Donato: To whom would you recommend AI?
Paul: Perhaps I should suggest to the counselor with the ironed shirt that he learn to bake bread.
Donato: I have always considered you an excellent mind, a great popularizer, an insightful person who can approach the world and problems in an extremely rational and logical way.
Where will Paul Pelloni be in five years?
Paul: Thank you for the comparison to Piero Angela! Although I know it was just bait to get me talking, I take it as a giant compliment.
Coming back to me, well, some of my ideas are already part of different neural networks today. My requests, my inputs, whether small or large, influence the way these systems are configured. I like to think that part of me is already projected into the future.
And the rest? I hope it will still be here, in front of human beings, talking about personal relationships, effective communication, public speaking and market strategies. Maybe I’ll still do AI training, if it hasn’t become so commonplace that it’s like the Internet today.
Oh, and I hope to be your guest again, sipping martinis as good as today’s.
