AI marketing, with a method. · Since 2005
The marketing you know
is over
You can see for yourself what is changing in marketing; what you want to know is what you should do, right now, with the company you actually have.
Let me answer with what I have in hand: twenty years of experience, today’s AI tools, and a method for deciding.
SOMETHING WORKEDSOMETHING DIDN’TI KNOW WHY
The old way → NEW
Reports to read→ Moves to make
Product pages by hand→ A hundred pages from one brief
A catalog translated once→ A system that always translates
Photo shoots costing thousands→ Photoreal scenes for 40 euros
—
THREE EARTHQUAKES
I’VE SEEN THIS HAPPEN BEFORE
I watched the web scare everyone. Then social. This time is different.
In the nineties the web looked like a UFO that had landed in the middle of the ad business. The people calling it a fad all have websites now. With social media, same scene. Every time, the difference was made by whoever took it seriously, and budget had very little to do with it.
Except the web and social changed where and how you talk to customers. AI changes who does the work, and how: it takes the job apart and puts it back together.
Dario Scarabello
“In ’95 the question was ‘do I need a website’. Today it’s ‘what do I still do myself, and what don’t I’.”
— The question now
—
THE VALUE
WHAT IS CHANGING
The value has moved: from execution to judgment.
Anyone who shot on film remembers it: the frames were counted, and you thought before you pressed. Digital made them infinite, and the craft turned into something else: choosing.
With AI, the same thing is happening in marketing. Pages, campaigns, product descriptions, translations, reports: until yesterday they were scarce work, and so they were the work everyone saw. Today they are abundant and instant. You make one, you look at it, you make it again. And the craft starts over from there, from choosing.
What became scarce is everything else. Reading the numbers for what they say, even when they contradict your instinct. Taking responsibility for a choice, and holding it. AI produces; someone still has to know what to ask it, and to notice when the answer is wrong.
“Nobody asks how many frames you shot. They look at the one you chose.”
— The heart of it
ARTIFICIAL INTELLIGENCE
Ai, Ai, Ai!
The hard part starts when you open it.
The agency
We grow companies with a method, not with promises.
A banana on the outside, a cactus on the inside: AI sold as a shortcut always stings, and it stings once it’s too late. We put it inside a method, with one team across strategy, marketing and ecommerce. With you we don’t start from a quote: we start from your numbers.
They chose KOM
—
CASE STUDIES
CLIENT STORIES, NOT SLIDES
Step inside the company that looks like yours.
Every tile is a real client. Open the one closest to your industry: you will find where we started from and what changed.
Our partnerships
Google Partner
Meta Business Partner
Shopify Partner
S+
Shopify Plus
Klaviyo Partner
C
Clerk.io Partner
P
PrestaShop Partner
Google Partner
Meta Business Partner
Shopify Partner
S+
Shopify Plus
Klaviyo Partner
C
Clerk.io Partner
P
PrestaShop Partner
THE HUMAN SIDE
This is not a contest of who is most technical. It is a contest of who understands first.
The bad news first. Execution no longer sets anyone apart: a well-made page, a properly built campaign, a hundred correct product descriptions have become the floor. If that was your difference, it is disappearing. For you and for your competitor.
The good news is the same sentence read backwards. When everyone can execute, what counts is what AI does not do: knowing your market and putting a face to it — this one, for instance, is mine. People, yours included, move up a level: nobody here lays out a report by hand anymore, code generates it, and the person who used to lay it out now spends that time reading a client’s numbers and deciding what to tell them.
A lot of the owners I talk to are afraid they will have to become technical. You don’t need to. You need to know what to hand over to AI and what to keep, and the person who knows that is the one who knows their own company, not the one who knows the tool. The rest you learn, or you delegate.
“AI will not steal your clients. Whoever learns to use it before you will.”
—
THREE MOVES
THE CORE OF THE MATTER
What do I do, right now?
Redoing everything is pointless, and so is buying the latest tool. Three moves are enough, in this order, because each one sets up the next.
01 — Find out where you are, with numbers
Gut feeling is a good place to start, and usually also the place where people stop. In AI-assisted audits it is common to find a wrong number sitting at the center of the decisions, taken as true for years because nobody ever checked it. That is where you start: first you verify how the thing you decide on is measured, and only then you choose.
02 — Decide the few things that matter
When executing became easy, the temptation is to do everything: more campaigns, more content, more channels. Choosing means the opposite. Which product to push, which market to open, which channel to close: few decisions, written down, with a date to check them. At the end of the quarter you reopen that sheet and look at what worked.
03 — Change the way the work gets done
One more license changes little. What changes is the way the work gets done: a person decides, AI executes, and the brakes sit where you need them. Before any spend goes out, someone with a first and last name says yes. Before a piece of work lands on your desk, a second AI has hunted for the first one’s mistakes: AI reviewing AI. That way responsibility stays with someone, and you know who.
Understand, decide, keep the last word. AI does the rest.
—
SIX CASES
THE PROOF
What happens when you do it.
Six cases, told the way I saw them, with the industry in place of the name. In each one the part that counts is the decision that followed.
THERMAL SPA · CAMPAIGNS
Meta was working. On the wrong customers.
“Meta returns 2.8” was only true if you counted customers who were already loyal. On new ones it returned 0.76, Google 5.6. The budget went where new customers come from.
MEDICAL ECOMMERCE · MARGINS
The best seller that makes no money
25,645 orders read in a single day: the best seller returns 18.8%, the single-use line 37.8%. Decision: push the single-use line.
MEDICAL ECOMMERCE · NEWSLETTER
The calendar no longer starts from a hunch
A year of newsletters read line by line: the deeper the discount, the less came in. Now the plan starts from real seasonality, category by category.
MEDICAL ECOMMERCE · CREATIVE
Creative gets tested the same day
Four staged scenes generated by AI and checked one by one, with no photo shoot. You see an idea the same afternoon: if it does not convince, you try another.
GARDEN & OUTDOOR LIVING · CATALOG
Sixty thousand products, a mistake nobody could see
Catalog rebuilt in four minutes, and one error across 553 products that had slipped past 120 reviews. Since then the catalog is treated like software: you test it, you can roll it back.
BIOBANK · MEASUREMENT
The wrong number, optimized for months
The reports said €16 per lead; the real one was €1,041. First you fix the measurement, then you spend.
I have written down almost eighty cases like these. It is not a portfolio: it is a running account of how the work gets done now.
Out of all this, only one thing matters:
where you are today.
We are not asking you to decide anything. The fastest way to stop being afraid of a change is to look it in the face and measure it. Tell us where you are: we look at your numbers, for free, and tell you where AI would buy you time and where it would not. From there the choices are yours, with the numbers in hand.
The marketing you know is ending. What comes after it, we are already doing, every day, in companies like yours.
—
THE METHOD
THE FOUR PHASES
Four phases, each with its own AI leap.
A
01 / 04
Analyze
Understand before you move: market, data, competition and positioning, so you know where you are really starting from.
The AI leap
We connect AI to your systems and have it read the real numbers: sales, campaigns, traffic. Three years of data can become a 90-day plan.
D
02 / 04
Design
Give shape to identity and experience: brand, communication, website, content, all consistent with who you are and who you want to reach.
The AI leap
We design sites, landing pages and graphics in a fraction of the time, delivered as blocks your team edits on its own. We generate the images without a shoot. And when the right tool does not exist, we build it.
A
03 / 04
Amplify
Get found and grow: campaigns, SEO, advertising, foreign markets. We take your message where the customers are.
The AI leap
An agent connected to your accounts stops waste in real time and prepares complete campaigns in under an hour. We localize catalog and communications at scale to sell abroad, tuned to the way that market searches.
M
04 / 04
Measure
Measure to improve. No vanity metrics: we look at what brings sales and customers, and we optimize continuously.
The AI leap
Dashboards that bring all your sources together and show in real time where you are growing and where you are losing, with no waiting for reports and exports. AI reads the numbers, cross-references them and turns them into a short list of prioritized actions, always up to date.
WHO IS BEHIND THIS
We are not talking about it from the outside. We are crossing it.
Everything I have described started in-house, on us before it went near a client: the analyzes, the campaigns, the reports, the system we run the company on every day. We changed the way we work, with all the mistakes that involves, and only then did we take it outside.
We are a benefit corporation, a società benefit under Italian law: our bylaws oblige us to say the uncomfortable part too. Not everything AI can do is worth doing; on some jobs a person is still more precise. When it is not worth it, you are the first to know.
The method has been the same since 2005. The tools changed. The honesty did not.
—
DOORS
WHERE DO YOU WANT TO START?
Tell us what your goal is. We take care of the rest.
01
Build the brand and the website
An identity people recognize and a site that works, instead of one that poses.
02
Grow marketing inside the company
We do not only do it for you: we make your company able to do it.
Marketing auditStrategic marketing planEvolving your marketing department
03
Find new customers
Leads and sales, not just traffic: campaigns that land, not campaigns that fill.
Google AdsMeta & Instagram AdsLinkedIn AdsSocial & storytelling
04
Sell more online
An ecommerce store that runs on its own the next day, and holds up when you grow.
Shopify & Shopify PlusShopify migrationEcommerce replatformingConversion rate optimization (CRO)B2B ecommerceMarketing automation
— OR
Not sure where to start?
That is perfectly fine: it always starts with a free analysis. We will tell you what the first move is.
We start from your numbers,
not from a quote.
Tell us where you are and where you want to get to: we run a free analysis and tell you, in plain words, what comes out of your data. That is how we have worked since 2005. An ugly truth beats a pretty lie.