Federico Spada speaks at the “Augmented Creativity” panel discussion organized by UNA Innovation Hub and UNA Lombardia. The agency believes that Artificial Intelligence does not replace creativity and consulting, but is transforming communication processes, roles, and business models. .
Milan, September 28, 2026 – How is the work of communications agencies changing with the integration of artificial intelligence into creative and organizational processes? Which skills will become essential, and what new business models might emerge?
These are some of the topics at the heart of “Augmented Creativity: How AI Is Reshaping Processes, Roles, and Business Models in Communications Agencies,” an event organized by UNA Innovation Hub and Territoriale UNA Lombardia, scheduled for Thursday, October 1, at 5:30 p.m. at Aethos in Milan.
Federico Spada, CFO and Co-Founder of Spada Media Group, a UNA-affiliated agency, who will share insights from an independent firm that is progressively integrating artificial intelligence into its consulting model and business processes.
AI is changing agencies, not just their tools
The meeting was organized with the goal of sharing experiences, real-world examples, and different perspectives on a transformation that goes beyond the mere adoption of new technologies and extends to the very structure of the agencies themselves: from processes to skills, from the services offered to clients to business models.
“Artificial Intelligence is already having a tangible impact on the way we work, but I believe the most interesting point isn’t figuring out which tasks it will be able to automate. The real issue for agencies is how to use this technology to improve the quality of work, free up expertise, and create greater value for clients. This means rethinking processes, roles, and professional expertise, while keeping people’s ability to interpret problems, contexts, and objectives at the center. Comparing different realities is essential precisely because we are still in a phase where the industry is developing new models and best practices.”, he commented Federico Spada, CFO and Co-Founder of Spada Media Group.
AI as a Lever to Enhance the Value of Consulting
For Spada Media Group, Artificial Intelligence represents an opportunity to evolve work processes and enhance the value of consulting services. The goal is to integrate technology into the agency’s various activities, leveraging it to support people’s expertise and their ability to interpret data and contexts, exercise critical thinking, and transform the new possibilities offered by AI into tangible value for clients.
“Augmented Creativity: How AI Is Reshaping Processes, Roles, and Business Models at Communications Agencies” will take place on Thursday, October 1, 2026, at 5:30 p.m. at Aethos, Piazza XXIV Maggio 8, Milan.
Registration is required to attend. To register for the event: REGISTER HERE.
