La Rocca will explore how AI is reshaping how attention is created, valued, and converted into decisions across consumer and B2B markets.
As AI pushes the cost of content and media toward zero, attention is no longer scarce - meaning, relevance, and trust are. This lecture examines the shift from scale-based persuasion to outcome-based influence, where algorithms increasingly mediate what people see, when they see it, and how confident they feel in their choices. It also confronts the tradeoffs of AI, including compressed decision cycles, manufactured preference, and the risk of reduced agency, as optimization outpaces understanding.
Ultimately, the future will favor brands and platforms that earn attention by reducing uncertainty rather than exploiting it at the moments that matter most.
Giuseppe La Rocca is Vice President of Global Enterprise at StackAdapt, where he leads global sales and strategy, focusing on building a scaled organization that deeply partners with some of the largest brands and advertising agencies in the world.
An experienced ad-tech leader, Giuseppe is known for growing and structuring high-performing global teams, shaping go-to-market strategy, and helping companies move upmarket by aligning product, data, and commercial execution. After early experience at Yahoo that grounded him in platform and product-led growth, he joined StackAdapt and has been instrumental in building its enterprise organization and global partnerships during a period of rapid expansion.
A former student of AUR, Giuseppe’s time as a student in Rome helped shape his global outlook, making his return to AUR a meaningful full-circle moment.