Three projects, one thesis: a label doesn't explain a person. Age doesn't explain how people relate to AI, an acronym doesn't explain seven stories, a birth year doesn't explain what someone wants from work.
Global research · 2026
3,000 working-age people in Italy, India, Japan, Brazil, the UK and the US. Age doesn't explain how people relate to AI: four profiles explain it better, inside every generation. Kantar research with Ageism Is Never In Style, born in the No Limits ERG.
The article on Kantar (Italian) ↗Book · FrancoAngeli, 2025
With Federico Capeci and Valentina Meli. One acronym can't explain seven different stories: from the Disoriented, stuck in front of too many paths, to the Sacrificed, carrying the weight of care.
The book (Italian) ↗Kantar · since 2021
Kantar Italy's practice on generations: generations as a target in marketing and for HR recruitment and retention. Life stage, context and values explain more than a birth year.