Job Digital Lab offers free workshop on marketing and artificial intelligence
How can artificial intelligence become a strategic ally for small businesses? This is the question at the heart of the latest instalment of Job Digital Lab, the training programme promoted by Fondazione Mondo Digitale ETS and ING Italia, which will be held in Brindisi on 1 July, in collaboration with the Brindisi-Taranto Chamber of Commerce and Punto Impresa Digitale.
The meeting, hosted at the Chamber of Commerce headquarters in Via Bastioni Carlo V (3-6 p.m.), is entitled “AI for business: tools and strategies for digital marketing” and is aimed at entrepreneurs, professionals, VAT number holders and operators in the area, who are now faced with an increasingly urgent digital transition.
During the workshop, participants will explore the potential of generative AI applied to digital marketing, with a practical approach and useful tools to improve business processes, optimise content production and ensure security and operational continuity. The training will be complemented by the testimony of Telemedicine for Health Care Solutions (THCS), an Apulian company active in ICT services for healthcare.
A snapshot of self-employment in Italy
The meeting will open with the presentation of ING's new “People Insight Lab” survey, conducted in collaboration with YouGov. The focus is on VAT-registered professionals in Italy: a mature professional world grappling with structural challenges. The study shows that only one in three freelancers would recommend registering for VAT today, discouraged by bureaucracy, economic uncertainty and tax pressure. Yet the desire for autonomy remains high: 49% of respondents say they are optimistic about their future, even though more than half (53%) start their business out of necessity rather than choice.
A real opportunity for entrepreneurs
In the Brindisi area alone, there are over 33,000 active businesses, with a growth rate higher than the regional average. However, the digital transformation, especially for micro-enterprises, remains uneven. According to Excelsior data, in June 2025, Brindisi businesses expect 3,700 new entrants, concentrated in over 54% in commercial services and with a high demand for digital skills and innovation, especially among technicians and skilled workers who are difficult to find [see Business demand for labour].
