Artificial Intelligence: A Key Driver for Business Success
Artificial Intelligence (AI) is becoming increasingly central to the success of businesses, but to fully harness its potential, companies must invest in digital skills and undergo a profound cultural transformation. This was one of the main themes discussed at a recent ANSA Incontra event, which featured guests Alfredo Maria Garibaldi (AI and Data leader), Lorenzo Cerulli (General AI Leader), and Matteo Zanza (General AI Change Management), all representatives of Deloitte, the world’s largest consultancy company.
The Importance of a Mature Ecosystem
According to Lorenzo Cerulli, GenAI Leader of Deloitte Central Mediterranean, “the success of generative AI for our country’s businesses depends on a mature ecosystem that includes integrated data platforms, retrained workforce, scalable infrastructures, and solid governance frameworks.” This highlights the need for a comprehensive approach to AI adoption, one that goes beyond mere technology implementation and addresses the underlying organizational and cultural aspects.
The diffusion of AI technology within Italian companies was also discussed, with reference to the ‘Businesses and ICT – Year 2025’ report by Istat, released on December 15. The report shows that the introduction of AI in companies with more than 10 employees has grown from 8.2% in 2024 to 16.4% in 2025. This growth is more pronounced in larger companies, where AI adoption has increased from 32.5% in 2024 to 53.1%, while Small and Medium-sized Enterprises (SMEs) are slower to adopt, although their use of AI has doubled, going from 7.7% to 15.7%.
Overcoming Obstacles to AI Adoption
However, implementing AI in a company requires a profound organizational transformation, emphasized Cerulli. “Companies that do not invest in training, retraining, and cultural change risk implementing technology without obtaining the potential value.” Alfredo Garibaldi, Artificial Intelligence & Data Leader at Deloitte, added that the skills present in their network have identified some of the most common obstacles to AI integration, including fears related to employment, fear of disintermediation, inertia in changing processes, low digital maturity, and doubts about the actual return on investment of AI initiatives.
Garibaldi also highlighted strategies to mitigate these critical issues, such as the presence of ‘AI-neutral’ leaders, the implementation of change management and training initiatives, and the adoption of an incremental approach to evolution, favoring gradual progress over radical changes. By addressing these challenges and investing in digital skills and cultural transformation, businesses can unlock the full potential of AI and drive success in an increasingly competitive landscape.
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