70th anniversary for Italy’s ASCAI marked by summit

On October 14, the towering Grattacielo Intesa Sanpaolo business centre in Turin hosted ComunicaImpresa 2025 the annual summit of corporate communication professionals, marking the 70th anniversary of ASCAI (Associazione per lo Sviluppo della Comunicazione Aziendale in Italy).

This milestone event gathered communications experts, managers, and scholars to reflect on the evolving landscape of business communication under the theme “In Media stat Virtus? Communication Tools at the Crossroads Between Human and Digital.”

A highlight of the event was the presentation of the ASCAI Media Trends 2025 Report, titled “Tools at the Crossroads: Between Human and Artificial.” The research, led by Gianfranco Valleriani and enriched by contributions from Bruno Mastroianni, Monica Fabris, and Emanuele Frontoni, explored how the rapid rise of artificial intelligence is reshaping corporate media systems and professional competencies. The findings confirm a decisive shift toward social media, apps, podcasts, and gaming as dominant tools, while traditional media continue to decline. Interestingly, the study also emphasizes that technological innovation is bringing human-centric values back to the forefront, highlighting creativity, ethics, and well-being as essential pillars for the future of communication.

The day concluded with the ASCAI Media Awards 2025, the biennial competition celebrating excellence in internal communication. Seven category prizes were awarded, including Newsletter, E-magazine, WebTV, Podcast, Vodcast, Social Media, Digital Workplace, alongside the special award for Customer Media.

“As ASCAI celebrates seven decades of promoting corporate communication culture, ComunicaImpresa 2025 stands as a proof to its enduring role in guiding professionals through the challenges and opportunities of a rapidly changing media ecosystem,” said ASCAI president Maurizio Incletolli.