Valentina Campesato on ‘Face to Face’: Innovation, AI, and Human Value.

Valentina Campesato, Marketing Manager at Campesato, was among the guests on the 6 October episode of “Face to Face”, the TV format created by Linkness and produced by TeleVenezia. The programme brings together professionals and entrepreneurs on one side, and figures from the digital and social media world on the other, to discuss the challenges of contemporary communication.

Hosted by Davide Cini and Elena Bozza, the show aims to foster dialogue between different generations and areas of expertise, addressing current topics such as digitalisation, marketing, social media, modernity and Artificial Intelligence.

Within this context, Valentina Campesato shared her vision and experience, actively contributing to the discussion with insights on digital identity, social media and corporate culture, with a particular focus on the role of Artificial Intelligence and the importance of the human factor.

Campesato: a story spanning over a century.

During the episode, Valentina shared the company’s perspective, bringing the experience of Campesato—an established business with over 105 years of history and now led by the fourth generation of the family.

She retraced the company’s journey, highlighting its ability to evolve over time while remaining true to its core values. A business built on a strong culture of teamwork, the value of people, and continuous investment in skills development.

A key point that emerged during the discussion was precisely the role of people: the true value of a company lies not only in the products it offers, but in the team that works every day to support its growth.

Social media and community: building relationships with the audience.

Another topic explored during the programme was the relationship between companies and social media. Today, simply having an online presence is not enough—what truly matters is building a community, engaging in direct dialogue and creating meaningful content.

As highlighted by Valentina Campesato, it’s not just about the number of followers, but the quality of the relationships established. An active audience is made up of people who engage, share and ultimately become part of the company’s story.

In this sense, Campesato’s audience is a concrete example of authentic connection: a strong and engaged community, mainly composed of people aged between 30 and 50, often professionals or enthusiasts in the sector who have had direct experience with the company’s products or its reality.

This direct experience creates a deeper bond with the brand, and many members of the online community have chosen to remain loyal over time, following Campesato’s evolution with genuine interest through its social channels.

Artificial Intelligence in business: opportunity or challenge?

One of the most engaging moments of the episode focused on Artificial Intelligence, an increasingly present element in both everyday life and the working world.

Valentina stated, “Windows open to Artificial Intelligence!”—highlighting how Campesato approaches new AI tools with curiosity and openness, recognising their role in transforming the way we work and communicate. At the same time, it was clearly emphasised that AI should be seen as a supporting tool, ideal for speeding up processes, improving efficiency and offering new insights for analysis and comparison.

However, it cannot replace human value. Creativity, experience, empathy, emotions and sensitivity remain elements that no technology can fully replicate.

The real risk discussed during the episode is not the use of AI itself, but a superficial approach to iT, that could lead to standardised content and a loss of authenticity. For this reason, maintaining a critical and conscious perspective is essential.

Training and dialogue

The importance of continuous training and intergenerational dialogue within the company was also highlighted. Growing as a business means investing in people, enabling them to develop their skills and encouraging the exchange of different experiences.

In this process, collaboration within the Campesato team, and especially the dialogue between generation, represents a key element in addressing change and responding to new market demands.

At the heart of innovation? The people.

Valentina Campesato’s final message is clear: innovation and technology are important tools, but the true driving force behind any company will always be its people.

Companies that are able to build strong relationships, value their teams and invest in their growth will be the ones best equipped to successfully face future challenges.

Participating in “Face to Face” was an important opportunity to share Campesato’s vision and to offer the public a closer look into the company: a business that embraces innovation without ever losing sight of the human value that has been at its core for over a century.