By Ivan Stammelluti, Strategy Consultant at The European House – Ambrosetti


God and the human being exist in every place of their respective creation. At work, but at home; in a meeting, but on vacation; in the living room of the house, absorbed in the world. Urban professionals hungry for time aspire to a happy omnipresence thanks to on-demand freelancers hungry for work. The ubiquity is made possible by sensors for bulimic senses and 360° cameras that control with absence. Which world to choose between the 7 billion cameras available and the infinite connected objects? Can each person be an eternal reality show? Someone is interested in selling or buying? Today the consumer good par excellence is the communication that paradoxically is incessantly individualized. Will holograms deport commuter clouds with no more meat to workplaces and aggregations to preserve the extinction of traditional interactive schemes or will these evolve to handle the “never seen anywhere”? When will the “in person” be totally questioned? Twenty years ago, the “non-place” neologism was born to apostrophize, and debase, spaces devoid of anthropological and historical identity and distinctiveness. 20 years later, the non-places multiply, each connected place is a non-place, if those who populate it are disconnected from the context. Pixels on the run, finally escaped from the limits of a screen, create new worlds customized to satisfy every taste and interest, real enough to compete in the duel learn between natural habitats and those increased. Which “skin” will we choose for our life? Will we be willing to buy the premium version without advertising at the edges of the “screen”?



Senior consultant of The European House – Ambrosetti company has a solid experience in strategic consulting and business plans. In recent years he has accompanied many Italian companies in times of change in the business model in the food, machinery, medical device, and logistics sectors. Previously he worked in LEK (an international consulting firm specializing in M & A operations), Nestlè (food multinational) and BASF (multinational chemical sector). Co-founder of Talent Garden Milano (coworking network) and Sense Square (IOT technology for the detection of urban air quality). Co-founder of ASAP HUB, the first Italian independent network of a research center and business applications of the second wave of enabling technologies: artificial intelligence, blockchain, AR / VR.



Let’s imagine you are here, listening to what I’m telling you, but at the same time in another state with other people, talking and spreading other ideas. However advanced, will technologies ever really allow us to be at the same time in two different places?  Or will our planet become a world of cyborgs and illusions emulating human actions and personalities? 

A communications agency, founded in Turin after a workshop at IAAD, is showing public bodies and foundations a new way of spreading educational messages on widespread social problems – like bullying in schools and racism – through immersion in hyper-realistic experiences with 360° viewers placing us at the point of view of the victims, powerful tools of warning and ethical literacy.

But are we sure that all parents will agree on the fact that this is the right way to educate their children?

Humankind will have to decide which new technologies to spread and which to limit. Positive and negative effects will mix daily, making choices more and more difficult.

In a few years, agencies will be built around the world with the aim of authorizing and deciding the diffusion of new technologies. The use of immersive digital realities will be evaluated and authorized as alreadyhappens today for medicines, drugs and weapons. Parallel and illegal markets will arise. We truly hope that democracy is not the logic with which to make these decisions.