Embracing interdisciplinary innovation in the digital transformation journey. Shaping new frontiers of communication in an interview with Giulio Xhaet.
Communication has always been the primary tool to establish connections between people. Knowing how to communicate has become a necessity to enhance relationships.
The way we communicate is rapidly and dynamically changed, adapting to new needs and technological innovations. It is a process that we could define as perpetually evolving, based on new requirements and materializing in targeted offerings.
In the last decades, new technologies have led to an unprecedented deep change. The introduction of Artificial Intelligence in the world of communications has sparked both enthusiasm and criticism. How can we embrace transformation to take advantage of these innovations?
Today we’re surfing with Giulio Xhaet, Partner & Head of Communication Newton Group.
In your book “#Contaminated: Connections between disciplines, knowledge and cultures”, you underline the importance of interdisciplinarity. Who are the contaminated people and how important is it to adopt this attitude in a world of work that has an increasingly important digital component?
The “contaminated” person, as described in the book, is someone who frequently comes into contact with something unexpected and is not afraid to mix heterogeneous elements.
A synonym is obviously interdisciplinary: individuals who move between different disciplines. Translating this word into the working world, it highlights people with characteristics strongly aligned with our times.
Moving between different sectors, knowledge, and cultures is a skill that is becoming increasingly important compared to the past. Or rather, it is a return to the future: after the hyper-specialization hangover that occurred after the industrial revolutions, a “Renaissance mindset” is emerging on the horizon, in the sense of the Italian Renaissance with artists who were engineers, shopkeepers, and analysts. Do you know how many specialists it would take to make a Leonardo today? At least 13. Universities and business schools have proven mostly inadequate in training people of this type. But it is not difficult to find different educational models that seek to adapt to the increasing speed, complexity, and interconnectedness of the world.
Where to find them? In all those contexts that know how to hybridize humanistic and scientific skills. Some examples? The London Interdisciplinary School, forms contaminated people for the jobs of the future, or the Finnish and Estonian schools that instead of imposing vertical study on single subjects make students think about broader topics that mix knowledge, such as World War II and the socio-cultural-scientific movements that have crossed history.
The founder of LinkedIn, Reid Hoffman, always says that the most interesting people are those with a broad and varied skill set. He calls them “bridge profiles” in the sense that they move between roles and sectors. He himself is a philosopher-sociologist who turned to computer science: a perfect contaminated person.
Today’s challenge is keeping up with algorithms. But is it possible?
The other day I was teaching a course to the communication and digital marketing team of an important Italian television network, and I interviewed an AI expert, to talk about Artificial Intelligence and communication. He started by saying: “computer science is a strongly humanistic field of study. And today, with AI becoming so powerful, we are starting to remember it.” Human minds “qualitatively hybridized” are needed to guide algorithms in territories where they are not autonomous.
Minds that have learned what I like to call “Link Learning”: the ability to find unsuspected links, connections, intersections, the paths that open up suddenly and unexpectedly, those What If…? that science fiction authors know very well, skilled at mixing technical visions with humanistic reflections.
And here I cannot fail to mention one of my favorite authors of all time: go and reread some novels by Philip K. Dick who imagined much of our present 70 years ago. Or the cyberpunk author William Gibson, who by inventing “cyberspace,” inspired the software developers who then designed and furnished the spaces of the internet.
Incidentally, the famous historian Yuval Noah Harari wrote that the most important genre of our time is precisely “multi-layered science fiction”.
And it is Harari himself who launched the famous warning about AI: «it will not be a single watershed event after which the labor market will settle into a new equilibrium. Instead, it will be a cascade of increasingly disruptive events».
Until now, advanced technologies have proven their value within the workplace context. Market research has also highlighted a 40% growth in global investments in AI in 2023. Alongside these investments, there are also commitments from the EU and individual states to guarantee the regulation of ethical use. We can certainly guess the direction of the trend for the next few years.
What are the priorities that decision makers or correct communication governance should think about when applying technology to their profession?
Those who study and work with computer code and manage machine learning, deep learning, and neural networks must be knowledgeable about ethics, philosophy, psychology, and develop critical thinking to the maximum.
The AI challenge is an epochal one because it forces professionals to mix roles, sectors, and above all, cultures: AI must be conceived, managed, and regulated on an international and global scale. How can we synthesize a culture like the Chinese one, where privacy is not a right but a luxury, with the European one, which happened to be the first to elaborate the GDPR and today worries about AI laws? What functions should an AI app have to safeguard people’s rights?
At the leadership level, the priority is to place “wise” leaders at decision-making levels. The concept was devised by Alessandro Cravera, one of my colleagues in Newton Group. “Wise Leadership” trains four characteristics that I see as priorities for the AI challenges: focus on the common good extended to the largest possible number of people; the ability to reason about choices that impact not only the short term but also the long term; social concern and the ability to cooperate and relate to others in an open and constructive way, especially when cultural differences are felt; and understanding the numerous biases that infest the human mind and sometimes make us inept at making reasonable decisions, especially when the situation becomes complex.
What are the tools and channels that absolutely cannot be missing from a communication strategy today? Can we declare that the effectiveness of the “traditional channels” of business communication is decreasing?
Some may grimace, but as a professional who every day must set up communication strategies for the company I work for, for client companies, and for myself (enjoying spreading the topics that interest me the most), the main answer is social media. Period. Understanding them, studying them, exploiting them to the fullest, and “bending them to our will as healthy communicators.” What does it mean?
If everyone says that complex thoughts are trivialized on Instagram, I will find a way to explain a complex report with a carousel of 10-15 charts that distill its essence and then intrigue you to the point that you go and read the whole bulk of the research.
If everyone says LinkedIn is a mess of motivational phrases and self-celebrations for their own sake, I will find a way to elaborate a chapter of a highly interesting business book into a post that leads people to read 300 pages, either in print or on ebook.
If everyone says TikTok is a fair of video nonsense, I will find a way to develop educational and informative videos that tell interesting business stories.
Creator Companies and Content Creators, in my opinion, have paved the way even in Italy. Just to name a few that I have been following lately: Factanza, Will, Dealogando, Tlon, Cosmico, Francesco Oggiano, Fabiana Andreani, Mattia La Badessa.
It’s important to keep in mind that traditional tools are not dying, they are simply evolving to meet new needs and adapt to new technological transformations, as they always have done. Indeed, their adaptation not only preserves them, but also enhances them by providing new functions and making them more efficient. In this way, it is possible to preserve “traditional” knowledge by integrating it into contemporary reality. Innovation is not a process of replacement, but integration and improvement.
How is content personalization becoming more and more important? What is your point of view, also considering the latest technological innovations such as Artificial Intelligence?
To attract an audience, it is necessary to create contents that connect with people. The first step is to start studying your users and offer them tailored content that reflects their interests and provides solutions or guidance to their problems. This is a complex process, certainly not a short one to be effective, and it must be continuous.
Today, communications must be targeted to ensure we respond exactly to what users are asking for. In this circumstance, a platform supported by AI is not limited only to reading the digital traces of users, but through data collection it is possible to acquire a vast amount of information to make personalized suggestions, even in real time, throughout all the user experience. By taking advantage of the level of personalization increased by AI, it is possible to improve engagement and create stronger relationships with users.
It’s fundamental to stand out from the crowd. The Creator Companies and Content Creators mentioned above have it: you may like them or not, but you recognize them immediately. To best understand the concept, I’ll use a literary and obvious science-fiction hint. Do you know Ray Bradbury’s masterpiece “Fahrenheit 451”, where a dystopian future is imagined where books are burned?
The protagonist, who initially burns books for work, discovers a certain David Copperfield by a certain Charles Dickens. And secretly begins to read it. And gradually, defying the law, he builds a small secret library. When his wife discovers it, terrified, she yells at him: “What the hell do you find in those stupid books?!?” He replies: “Behind each of these books, I find a person. That’s what interests me”.
So, I ask you: what can someone find in your “stupid posts” and your “stupid profiles”? Do they find people, or a community made of people? In terms of storytelling, for example, I note with interest that lately, the articles and posts that are most read, viewed, and interacted with are those that mix information extrapolated from research, reflections, and personal anecdotes that reflect the topic being discussed: not only because it offers the content a “human touch” but because it shows that the person speaking has experienced things firsthand that increase their credibility to talk about that topic.
Today we have a variety of media modalities that allow us to go beyond writing and enable a company to seek its style by playing on its characteristic strengths: images, videos, audio, podcasts mixed in a way that reflects you. And here I see a lot of explorations with Artificial Intelligence: how can AI increase the reach of your distinctive voice?
What recent trends in digital marketing do you think are particularly relevant or interesting for businesses? What do you think are the challenges and opportunities that AI represents for communication professionals?
As I said, there are a lot of channels and innovative ways to communicate. I take the opportunity to add two more elements: the trend of podcasts and video radio, the return of newsletters, and the hunger for live events. The podcast is a current and winning format because it is slim and allows you to enjoy it while doing something else. Not surprisingly, many companies ask us to develop podcasts or video radios (also highly requested) as a vehicle for both internal and external communication. In this case, the numbers speak clearly: from the 2023 Ipsos report, which investigated Italians relationship with podcasts, there are almost 12 million users who listen to podcasts monthly between 16 and 60 age, with an average listening time of 37 minutes per day. A piece of advice? Don’t underestimate sound design, especially if your podcast tells stories and wants to engage the listener in an “immersive” way.
Newsletter is an excellent tool to summarize what a distinctive voice proposes. It is a free subscription where we can speak weekly, biweekly, or monthly on topics, going deeper, often playing with long forms. Or putting together the “best of” of what has been seen or produced in a certain period. Or giving space to guests on “hot” topics just like in this Bip newsletter you are enjoying.
Also, after the Covid-19, the live event market is growing because most people are immersed all day in mobile screens and video calls and prefer to participate in events where they can see each other live as soon as they can. The trend could grow even more, but there is a barrier: logistical expenses that companies want to cut… you would not believe how many times it happened to me this year: “Giulio, in the end, the event to celebrate Project X will be online… you know, cost issues…”
In this sector, trends follow the typical needs of the historical moment, they try to respond to users’ questions, sometimes anticipating them. And the tools we use must make our work easier, in the sense of complexity management.
With the integration of AI into companies, working professions are undergoing changes. People should take a proactive approach to be relevant, but this technology also requires a certain level of digital literacy. AI can be used in a wide range of activities: in data analysis, in market research, for personalizing customer experience and in advertising management. From this point of view, it can be perceived as an element for greater efficiency, to better deal with complexity.
Regarding this topic, however, doubts always arise: is this technology to the detriment of jobs? Can a machine replace two or more people? Optimizing processes in a company means greater control and exploration of new frontiers. We can and must delegate many things to machines, but we certainly cannot replace human creativity, passion, and ideas.
How do you balance business innovation and market needs in your marketing strategy, and what are the main challenges in maintaining this balance?
In my case (but here the situation may vary depending on contexts and industries), the main challenge is to manage editorial plans (sometimes fully organic, sometimes sponsored with targeted ads) that launch content of real interest to their audiences and maintain what the company leaders do not want to sacrifice: standing, authority, institutionality. And mediate between content that, by necessity, talks about company activities without making them appear as crude marketing.
Can it be done? Yes, it can be done. But it costs a tremendous commitment in terms of timing and processes. And sometimes some unpleasant compromises must be made in view of longer-term goals. In short, companies are made of people, and especially when the company is large and structured, there will be many people who will want to have their say, who will not agree, and with whom mediation will be necessary. And especially when visibility increases because some content has hit the mark, dissenting opinions also increase. In short: quite a mess! But after all, who ever said it had to be easy?
Speaking of innovation, we cannot ignore the resistance to it: how do you contribute to promoting a positive corporate culture aligned with strategic objectives through your digital marketing and business innovation strategies?
I’ll answer with what I have learned through personal experience in recent years.
First of all, involve and update key internal stakeholders on communication and marketing projects, both direct (top management and formal leaders) and indirect (key people, i.e., informal leaders). When there is a misunderstanding or divergence of opinions, avoid emails and WhatsApp, talk by voice or in person as soon as possible.
It’s better to do things gradually, otherwise many people will not understand, and you will lose them along the way. Starting with single actions that most of the corporate community might appreciate.
Periodically, communicate what is happening using methods such as internal newsletters that are not purely informative and that make some colleagues the protagonists, even in an unexpected but still “pleasantly surprising” way.
How can AI be used to improve communication strategies within organizations? How do you encourage innovation within your organization?
As for AI in communication activities… good question! This very afternoon I have a meeting with the Newton communication team. I’ll share the agenda with you since there’s nothing confidential and I believe that a concrete answer to the question can be found here.
Strategic and inspirational levers: what we have understood by studying international case studies on AI, social media, and digital communication.
Prompt design that works on AI tools: what we can automate, how we can integrate. Copy, Visual, Audio, and Video: what can we make AI do to free up our time? What else can AI teach us, for example in Project Management?
The core idea is that in today’s world, it’s more crucial than ever to be daring and break free from conventional thinking. Innovation doesn’t arise from endlessly repeating the same task; it stems from the curiosity to explore new approaches to accomplishing that task.
In your book “When you grow up – It’s never too late to understand who you could become” you offer a practical guide to discover what we want to do, who we want to be and who we can become, at any age. What advice would you give to those who want to embrace emerging technologies in the communications industry? What are the best practices to keep in mind?
One piece of advice that I adopted years ago and is still one of the most precious, useful, and beautiful attitudes that can be adopted in our time: do not feel at a disadvantage.
Especially towards those who seem to have more resources or skills in something that seems difficult or distant to you. And do not feel late, especially towards those who are your age or younger and seem to have already achieved a lot of goals and results in things that interest you.
Everyone has their own pace and their own opportunities. The person writing to you started working at 29, miserably failing in a musical career and taking a lot of blows (something that still happens today). Graduated in “snack sciences” (as Communication Sciences are sometimes mocked in Italy) with a mediocre grade. Then I found my way (in reality, I keep looking for it) and I learned to be guided by what really pleases, intrigues, and amuses me. And I also learned this: talent is overrated, and fun is very overrated. But that’s another story.
Giulio Xhaet, Partner & Head of Communication Newton Group, Consultant and trainer in development and training paths for corporate populations of companies and multinationals, Lecturer at 24Ore Business School and University of Studies Guglielmo Marconi, Content creator, LinkedIn Top Voice, educator and essayist, musician.
