Generative AI in Italy: the strategic turning point for businesses

Generative AI in Italy is quickly moving from emerging technology to strategic asset. Small and large companies are starting to recognise its potential, but adoption is still fragmented. Despite the media hype and growing interest from top management, only a few organisations are implementing generative AI solutions with a clear, sustainable vision aligned with their business goals. In this article we look at what this technology can do in today’s Italian market.

According to the “AI 4 Italy” study by TEHA Group and Microsoft, only 22% of large Italian companies and just 6% of SMEs have started structured generative AI projects. Yet the estimates are clear: widespread adoption could generate up to €312 billion in added value for the Italian economy over the next 15 years, with a potential GDP increase of 18.2%. SMEs in particular represent a huge pool of opportunity, estimated at €122 billion. But capturing this value takes strategic choices: vision, investment, skills and data governance that is up to the task.

Adopting generative AI in Italy is not a technical question

Many companies approach artificial intelligence expecting a “plug-and-play” solution. In reality, the most effective projects start from a concrete question and a realistic assessment of the organisation’s digital maturity. AI is not a miracle cure: it is an advanced tool that only adds value when it sits within a well-structured business context. To get concrete benefits, you need well-defined processes, organised data and clear, measurable goals.

The difficulties often come not from the technology itself but from introducing it in a hurry into organisations that are not ready for it. In this scenario, the success of an AI project depends only marginally on the tools adopted: the decisive factor is the contribution of people and the efficiency of business processes. Without an adequate digital culture, training and the active involvement of employees, companies risk encouraging uncontrolled use of external solutions, with possible negative consequences for security, data protection and the preservation of internal know-how. Moreover, to make the most of generative AI in Italy, companies need to move towards tailored solutions, built around the specific needs of their industry and fed with their own data. Generic models, in fact, can produce results that are not very relevant or useful for real operational and strategic needs.

From calculating ROI to building a strategy

Another obstacle to the adoption of generative AI in Italy is the difficulty of measuring its financial return. Many CFOs point to unpredictable costs, especially with consumption-based (token-based) models, which vary with the type of use and the complexity of requests. But this approach risks stopping innovation before it even starts. It is more useful to think in terms of value generated, not just immediate return.

A winning model is one that favours progressive adoption: start with measurable quick wins that improve specific operations or streamline repetitive processes. These small successes build internal trust and help the organisation build up skills.

At the same time, it is essential to work on data governance: quality, security, historical records, traceability. Without these prerequisites, even the best algorithm loses effectiveness.

Finally, clear direction is needed. According to TEHA’s analysis, adoption in Italy is often driven top-down, pushed by the CEO or the board, but it can also start bottom-up, from operational staff experimenting on their own. Both paths are valid, but in both cases it is middle management (often not yet ready) that has to embed the solutions in the fabric of the company. That is why cross-functional training, for different roles and with different approaches, is today one of the most urgent investments.

Why the potential of generative AI in Italy needs to be governed

The artificial intelligence landscape in Italy is evolving fast. Companies are experimenting, some are already seeing significant results, but the picture remains fragmented. Italy is still far from the levels of investment, research and skills reached by the United States and some Asian countries. Closing this gap requires a coordinated effort between the public and private sectors: industrial policy, targeted incentives, local ecosystems and, above all, a major national skills plan.

For Italian businesses the message is clear: it can no longer be put off. Generative AI is not just a competitive opportunity, it is a lever for transforming organisational, decision-making and operating models. Adopting it strategically means rethinking the role of data, empowering people and creating the conditions for real, lasting innovation. Testing tools is not enough. You need to build a method.

From individual adoption to the ecosystem: the role of partnerships and open innovation

One idea that is gaining ground is that generative AI in Italy cannot be developed and adopted in isolation. The most forward-looking companies are embracing open innovation and strategic partnerships, working with start-ups, research centres, universities and specialised technology providers. This openness makes it possible to speed up experimentation and reduce implementation risks, especially for SMEs that lack dedicated internal resources.

It is no coincidence that new generative AI innovation hubs are emerging in Italy, often backed by public and private funds, such as the competence centres and digital innovation hubs planned under the PNRR, Italy’s National Recovery and Resilience Plan. These ecosystems encourage the sharing of best practice, the development of vertical industry solutions (for example advanced manufacturing, fashion, agrifood) and the adoption of common standards on critical issues such as ethics, transparency and security.

International partnerships are another key driver. Several large Italian companies are signing agreements with big tech and global players to co-develop generative models that meet local needs while ensuring compliance with European regulations. This strategy avoids dependence on proprietary solutions that are hard to adapt and lets companies seize the opportunities offered by European networks for AI development.

In short, the evolution of generative AI in Italy increasingly depends on building a collaborative network that brings together the public sector, the private sector and research. For Italian companies, taking part in these ecosystems is not optional: it is a necessary condition for accessing the skills, technologies and resources they need to innovate in a sustainable and competitive way.

At Neurally we work every day on partnership projects with companies and public bodies, with the aim of turning these technologies into real tools that drive concrete business growth. We were founded to help companies approach the different artificial intelligence technologies available in Italy; with dedicated PoCs and demos, we can adapt and roll out our software in the automotive, logistics, retail, legal, publishing and industrial sectors.

If you’d like to get to know us better, contact us now!