According to the latest report from the POLIMI School of Management’s Observatory, the Italian advertising market is set to grow to 11.8 billion euros in 2025 (+5%), with the internet as the country’s leading medium at over 6.2 billion (+11%). However, the rapid advancement of AI in advertising content raises an issue that companies cannot afford to underestimate: the legal protection of their brands. Elisabetta Berti Arnoaldi Veli explains to Adnkronos the complex and ever-evolving legal risks: exposure to intellectual property infringements, the risk of ‘brand-unsafe’ placements, and liability even in the absence of direct human oversight, emphasising how continuous monitoring is now an essential safeguard. Alongside her views are those of Elisa Lupo from Integral Ad Science, Francesca Grilli from Cognitive AI, Egidio Murru from Webidoo and Luca Scagliarini from Soldo.
