It is no longer enough to communicate. You have to be remembered.
But what is the WMF?
The WMF “We Make Future” one of the leading international events on technological and digital innovation. Born in Italy, it has grown into a unique fair-festival: it combines education, inspiration and networking around topics such as artificial intelligence, marketing, communication, entrepreneurship and the future of work.
Every year, thousands of professionals, companies and startups meet to share visions and tools. It’s not just about talking about the future, it’s about building it together.
We at TMA Studio participated to immerse ourselves in the trends that are rewriting the way we communicate.
We came back with 4 keywords:
Intelligence. Empathy. Relevance. Method.
And with a clear message:
The future is already here. And it waits for no one.
Here’s what struck us the most and why we believe no brand can afford to ignore it.
From AI to neuroscience: when advertising speaks to the brain
One of the most fascinating talks was bringing together neuroscience and generative AI.
Yes, because today it is not enough to reach out to people: you have to really get noticed.
Visual, spot, copy: each element can be designed to activate precise cognitive areas. This means more attention, more memory, more engagement. We are no longer just talking about clicks or impressions.
We talk about memory, impact, meaning.
Advertising enters the field of applied neuroscience, and changes the way we think about media strategy.
The Creator Economy is a business
Creators are no longer just influencers: they are miniature personal businesses with structured formats, products, communities, and business relationships.
Using AI, they optimize content, test formats and discover new ways to monetize.
They are data-driven, agile, hyper-aware of their value.
What about the brands? They need to change their approach.
Less “sponsored spots,” more authentic and ongoing co-creation.
Conversational SEO: how to get found by chatbots
Increasingly, answers are coming not from a list of blue links–but from a virtual assistant.
This is the effect of generative AI applied to research.
Today, it is not enough to be first on Google : you have to get into the answers that chatbots offer users.
How? With content that is useful, relevant, well-structured, and designed to solve real problems.
SEO becomes content.
And content becomes a strategy that involves the entire funnel, from first contact to conversion.
Outbound for SMEs: when automation meets empathy
Outbound marketing is often associated with something cold, automated, impersonal.
But that is no longer the case today.
We have seen SMEs that, thanks to AI and marketing automation, are able to build targeted and relevant campaigns with tailored messages and lighter processes.
Automation is not a limitation, but a tool to free up time and creativity.
It is not about doing more, but about doing better.
Even with few contacts, you can generate a big impact if AI works in the service of empathy.
In summary: what is the purpose (really) of an event like the WMF?
Not only to discover “what’s new in the field,” but to question the questions we ask ourselves every day.
It is an opportunity to take stock of:
– How communication models are evolving
– which technologies really have an impact
– Where it pays to invest: time, attention, creativity and budget
It is a mirror and a compass.
For those who create, for those who communicate, for those who want to grow.
Our takeaway for customers, partners and growing companies
If you are a brand, an SME or a growing business, our advice is simple:
Don’t wait for innovation to overwhelm you.
Design your strategy today. Integrate content, data, technology and culture.
We are here to help you do that, starting with what really matters: your goals and your audience.
Write to us if you would like to explore any of the topics in the article or if you would like to rethink your digital positioning with us.
📩 Contact us for a free cognitive call.
