Google and search engines have radically evolved over the years: they now truly understand what users need, and with the introduction of AI Overviews, these needs are met through immediate, personalized responses.
Many companies face a paradox, t hey want generative AI but don’t intend to share their data—like driving with your foot on the accelerator and the brake at the same time. They seek cost predictability, yet end up with variable charges that turn every billing cycle into financial roulette. To meet these needs, we built ÆRA: an open-weights Large Language Model, deployable on-premises and free from token-based variable costs, purpose-built for enterprises with a focus on factuality and answer reliability.
The rules of the game in digital marketing have changed: strategies and tools that once guaranteed quick and measurable results no longer offer the same certainties. Global competition, the evolution of platforms, and the growing relevance of AI assistants are reshaping the landscape. In this context, investing in brand is no longer optional but a strategic necessity.
SEO has taught us how to conquer Google's first page to capture user searches, but today that's no longer enough. We must also become the authoritative source that artificial intelligence chooses to cite to maintain relevance and visibility. How do we do this?
How psychology makes artificial intelligence more human and more effective. When we think of psychology, we naturally associate it with the human mind, since understanding it is at the very core of this discipline. But the nuances and potential applications of psychological science go far beyond traditional boundaries.
Artificial intelligence can generate optimized content in seconds, but has this made search engine positioning strategies obsolete? The truth is that SEO hasn’t disappeared—it has evolved toward a more strategic approach, where AI becomes a tool, not a replacement.
In 2025, adopting artificial intelligence in business is no longer an option but it has become a strategic lever. This is especially true when it comes to CRM, which is why HubSpot created Breeze, an AI-powered tool designed to enhance marketing, sales and customer service.
Let's try to identify the main challenges that Italian manufacturing companies have faced in the last few years, with a particular focus on marketing and sales, digital transformation and internationalization, and to explore how the adoption of an integrated platform like HubSpot could provide valuable support to overcome such challenges.
Social media is going through a profound transformation—and so must the way companies communicate. According to recent research, today’s audience is hyper-connected yet increasingly distracted. They use social platforms as search engines, but approach content with growing skepticism.
