On October 29, at the Coffee House of Palazzo Colonna in Rome, Paolo Dello Vicario, Co-Founder of Datrix and CEO of Bytek, a MarTech company part of the Datrix Group ecosystem, took part in the public conference “Connecting Italy. Innovation of the Country System in the European Digital Decade” organized by the Institute for Competitiveness (I-Com).
In his speech, Paolo Dello Vicario illustrated the analyses conducted by Bytek to investigate interest in artificial intelligence in terms of uses, risks, and opportunities, through the observation of specific keywords used in web searches by users between September 2022 and June 2024 across five countries (Italy, United States, France, Germany, and Spain). These analyses were included in the report built jointly with I-Com, which highlights the centrality of the theme and sheds light on similarities and differences between the various analyzed contexts.
We had the pleasure of delving deeper with Paolo into some aspects covered in this study.
Paolo, how did the idea of conducting a comparative survey on artificial intelligence come about, and how was it conducted?
This study fits into a particular historical context, where the attention generated by generative Artificial Intelligence tools has significantly influenced people’s perception and, consequently, the quality and quantity of online searches.
The research is based on data collected online, evaluating the volume of Google searches regarding AI. Using a methodology generally employed for conducting online market research, this approach allows for overcoming the traditional reticence of respondents and phenomena such as the ‘response set’.
From a practical point of view, the analysis followed several steps.
First, a series of keywords or search queries that users enter on Google to find information of interest were identified. Subsequently, the monthly search volume for each query was calculated, then grouped into specific subclusters, such as searches on the risks and opportunities of AI. Finally, these subclusters were further consolidated into broader clusters to offer a detailed and structured overview of research on artificial intelligence.
Paolo emphasizes:
“Unlike traditional sentiment surveys, our analyses are completely unbiased: people are unaware they are being monitored, which eliminates a series of biases that often influence the results of polls and interviews. The data we collect is extremely fresh, with a level of detail reaching back to the previous month, allowing us to observe recent and historical dynamics over a span of 3-4 years. This enables us to analyze phenomena at a granular level, ranging from regional and national contexts to global comparisons. Thanks to this methodology, we can not only evaluate general interest in artificial intelligence but also delve into the specific reasons driving people to question certain aspects of the topic, thus offering a more detailed and relevant perspective compared to traditional surveys.”
What is the perception of artificial intelligence in Italy compared to the other countries analyzed, according to your latest report?
From the collected data, it emerges that Italians’ interest in artificial intelligence is significantly lower than that found in countries like the United States and Germany.
Normalizing the data relative to the population, interest in AI in Italy is almost a tenth compared to America and a third compared to countries like Germany.
In Italy, this interest is focused on three specific areas:
- Tools, meaning practical tools such as the use of ChatGPT for daily tasks, rather than on strategic or educational issues,
- Legislation,
- The impact of AI on the world of work.
In Germany, for example, attention is focused on education and training to adapt professional skills to the challenges of artificial intelligence, while in the United States, the main interest concerns how to invest and capitalize on AI.
This difference reflects an opportunity for our country to invest more not only in technological training but also in creating a more widespread awareness of the strategic potential of AI.
What are the main challenges Italy must face to fully exploit the potential of artificial intelligence, and what are the key elements to act upon?
There are three main challenges Italy must focus on to best exploit the potential of artificial intelligence.
The first element is education: the country needs significant investment to improve training in the field of AI, with particular attention to developing skills that can be applied practically in the coming years. It is necessary to plan targeted, long-term educational paths that prepare for future challenges.
Furthermore, there is an urgent need for awareness campaigns to inform the population about the real implications of artificial intelligence, going beyond the use of tools like chatbots. AI cannot be reduced to a technology that simplifies routine tasks but must be understood as a profound transformation that will impact key sectors of the world of work and production.
Finally, we must consider Europe’s economic fragmentation, with a production fabric very different from that of the United States. Italy must invest in building data-based corporate assets and in vertical AI applications. This approach, which in countries like Germany is already at an advanced stage, can generate competitiveness even for Italian companies, making them better prepared for global challenges.
You can see the full video of the conference here and read the entire report below:
PRESS REVIEW
