Professionals, business leaders, and innovators gathered yesterday in Trieste for the second edition of the Growth Summit, the international event promoted by BAT's Growth Hub focused on the impact of artificial intelligence on marketing and corporate growth models.
The stage at Trieste Generali Convention Center featured presentations from BAT's key partners—from Deloitte Digital, Alkemy, Accenture, and Connect Reply to technology giants such as Salesforce, Adobe, and Teads—with the academic contribution of MIB Trieste School of Management.
As AI revolution becomes mainstream, companies are called to transform artificial intelligence from an automation tool into a strategic partner, combining the predictive power of algorithms with regulatory compliance.
In this context, Francesco Venier, Dean for Executive Education at MIB, outlined the fundamental principles for implementing Agentic AI systems, emphasizing that adopting this technology requires a structural rethinking of the corporate operating model.
Agentic AI, described by Venier as a "team of digital colleagues," consists of systems capable of autonomous planning, reasoning, and coordinated action. This represents an evolutionary leap from traditional automation, oriented not toward completing individual tasks but toward achieving complex, holistic outcomes.
To unlock the value of this technology, Venier illustrated three essential imperatives:
The stage at Trieste Generali Convention Center featured presentations from BAT's key partners—from Deloitte Digital, Alkemy, Accenture, and Connect Reply to technology giants such as Salesforce, Adobe, and Teads—with the academic contribution of MIB Trieste School of Management.
As AI revolution becomes mainstream, companies are called to transform artificial intelligence from an automation tool into a strategic partner, combining the predictive power of algorithms with regulatory compliance.
In this context, Francesco Venier, Dean for Executive Education at MIB, outlined the fundamental principles for implementing Agentic AI systems, emphasizing that adopting this technology requires a structural rethinking of the corporate operating model.
Agentic AI, described by Venier as a "team of digital colleagues," consists of systems capable of autonomous planning, reasoning, and coordinated action. This represents an evolutionary leap from traditional automation, oriented not toward completing individual tasks but toward achieving complex, holistic outcomes.
To unlock the value of this technology, Venier illustrated three essential imperatives:
- Design the organization around outcomes, abandoning function-based structures. Each critical process must have a Mission Owner with cross-functional authority who defines the objective and guides both AI agents and human personnel toward the final result.
- Break down data silos and codify business logic. While not requiring the unification of all data into a single source, it is essential to ensure semantic interoperability of systems and clearly define how decisions are made.
- Develop leaders and integrate guardrails. Managers must acquire agentic AI literacy and become comfortable delegating to systems that are not entirely pre-scripted, integrating governance, approval criteria, and real-time monitoring mechanisms.
