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Italy¡¯s digital future is not late: vision, strategy and sustainability according to Cosmano Lombardo
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When discussing innovation and digital transformation, Italy is often portrayed as lagging behind. But is that truly the case? According to , CEO and founder of We Make Future (WMF), perhaps the problem lies not in the country’s pace, but in how we define progress.
During the 2025 edition of WMF, held in Bologna from June 4-6, Lombardo shared a bold perspective: Italy is not behind – it is simply following a different compass, one grounded in culture, sustainability, and long-term vision.
From a forum to a global platform
Q: How did the idea of We Make Future come to life?
¡°It¡¯s a long and winding story. We started with Forum GT, created by Giorgio Taverniti in 2004. From there, we launched free training events across Italy, then WebRevolution, and later the Web Marketing Festival. But we realised we needed to go further, not just talk about digital, but about the future itself. That¡¯s how was born. It¡¯s a format that constantly evolves thanks to the ideas of its community¡±.
What sets WMF apart from other tech conferences is its evolutionary DNA. It¡¯s not just an event¡ª it¡¯s a hybrid platform that combines education, networking, and social impact. A real-world example of applied innovation.
iGaming and innovation: a real convergence
One of the most relevant points of the interview is how WMF actively engages the iGaming, crypto, blockchain, and eSports ecosystems. It¡¯s not just about having panels; WMF serves as a matchmaking platform between startups and investors.
Q: How can WMF contribute to the iGaming, crypto, and blockchain industries?
¡°We launched a call focused on the 12 Challenges of the Future. Some of them deal with esports, cryptocurrency, and the future of finance. We select the most innovative startups and connect them with investors. During the three-day event, they present their projects to key innovation players. We¡¯re building concrete bridges¡±.
This approach is highly relevant to the iGaming industry, where innovation is crucial but often lacks a European-scale support infrastructure. WMF offers a space where ideas can scale with purpose.
Artificial intelligence and corporate culture: time for sustainability
Lombardo also addresses a key topic: artificial intelligence. As more companies rush to integrate AI into their operations, often without a clear roadmap, he calls for a more deliberate and sustainable approach.
Q: What¡¯s your take on AI and how it¡¯s transforming business models?
¡°We¡¯re in a bulimic phase. Companies want to integrate AI everywhere, even without a real understanding. We should talk about sustainable AI. That means integrating it consciously, aligned with corporate culture. Every organisation should stop and reflect before implementing anything¡±.
The concept of ¡°digital sustainability¡± – understood not just in environmental terms, but also as a cultural and strategic commitment – is particularly powerful. In industries like iGaming, where speed and automation dominate, sustainable AI adoption can become a competitive advantage.
Italy¡¯s strength in manufacturing could lead to AI innovation
Challenging the idea that Italy is falling behind, Lombardo proposes that its world-class manufacturing sector could serve as the foundation for a new AI-driven paradigm.
Q: Is Italy ready to face the AI revolution?
¡°No one is really ready. But Italy has an edge: we¡¯ve always excelled in manufacturing. If we invest in the right talent to integrate AI into that DNA, we can close the gap. What matters is doing it according to our own cultural and business values¡±.
The idea is to shift the narrative: Italy¡¯s innovation should not try to imitate Silicon Valley or Shenzhen. Instead, it should leverage its own heritage to build a distinctly Italian model of technological progress, one that could also resonate within sectors like iGaming and decentralised finance.
A format that evolves like society
The true strength of WMF is its ability to adapt. To grow. To incorporate new languages and challenges.
Q: What¡¯s the future of We Make Future?
¡°I see it as a ship that takes the shape of the sea. We evolve with the context, without losing our vision. It¡¯s a continuous journey, like society itself¡±.
This fluid vision is also a call to action for companies, creatives, and innovators alike. Don¡¯t be rigid. Be open. Build the future like a collective endeavour, where technology is a tool, not the destination.
A new narrative for Italy¡¯s digital potential
Cosmano Lombardo¡¯s story is more than a tale of entrepreneurial success. It¡¯s a manifesto for a new Italian model of innovation. One that starts from culture, connects ecosystems, and promotes conscious, human-centric technology.
In an era of increasingly centralised futures, WMF reminds us that plural, inclusive, and collaborative innovation is not only possible, it’s necessary. Maybe Italy isn¡¯t late. Maybe it’s just thinking differently.
This article was first published in Italian on 11 June 2025.
