Andrea Volpini

Your organization's brand is what people say about you after you've left the room. It's the memories you create that determine how people think about you later.

Andrea Volpini says that the same dynamic applies in marketing to AI systems. Modern brand managers, he argues, need to understand how both human and machine memory work and then use that knowledge to create digital memories that align with how AI systems understand the world.

We talked about:

his work as CEO at WordLift, a company that builds knowledge graphs to help companies automate SEO and other marketing activities

a recent experiment he did during a talk at an AI conference that illustrates the ability of applications like Grok and ChatGPT to build and share information in real time

the role of memory in marketing to current AI architectures

his discovery of how the agentic approach he was taking to automating marketing tasks was actually creating valuable context for AI systems

the mechanisms of memory in AI systems and an analogy to human short- and long-term memory

the similarities he sees in how the human neocortex forms memories and how the knowledge about memory is represented in AI systems

his practice of representing entities as both triples and vectors in his knowledge graph

how he leverages his understanding of the differences in AI models in his work

the different types of memory frameworks to account for in both the consumption and creation of AI systems: semantic, episodic, and procedural

his new way of thinking about marketing: as a memory-creation process

the shift in focus that he thinks marketers need to make, "creating good memories for AI in order to protect their brand values"

Andrea's bio

Andrea Volpini is the CEO of WordLift and co-founder of Insideout10. With 25 years of experience in semantic web technologies, SEO, and artificial intelligence, he specializes in marketing strategies. He is a regular speaker at international conferences, including SXSW, TNW Conference, BrightonSEO, The Knowledge Graph Conference, G50, Connected Data and AI Festival.

Andrea has contributed to industry publications, including the Web Almanac by HTTP Archive. In 2013, he co-founded RedLink GmbH, a commercial spin-off focused on semantic content enrichment, natural language processing, and information extraction.

Connect with Andrea online

LinkedIn

X

Bluesky

WordLift

Video

Here’s the video version of our conversation:

https://youtu.be/do-Y7w47CZc

Podcast intro transcript

This is the Knowledge Graph Insights podcast, episode number 27. Some experts describe the marketing concept of branding as, What people say about you after you’ve left the room. It's the memories they form of your company that define your brand. Andrea Volpini sees this same dynamic unfolding as companies turn their attention to AI. To build a memorable brand online, modern marketers need to understand how both human and machine memory work and then focus on creating memories that align with how AI systems understand the world.

Interview transcript

Larry:

Hi, everyone. Welcome to episode number 27 of the Knowledge Graph Insights podcast. I am really delighted today to welcome to the show Andrea Volpini. Andrea is the CEO and the founder at WordLift, a company based in Rome. Tell the folks a little bit more about WordLift and what you're up to these days, Andrea.

Andrea:

Yep. So we build knowledge graphs and to help brands automate their SEO and marketing efforts using large language model and AI in general.

Larry:

Nice. Yeah, and you're pretty good at this. You've been doing this a while and you had a recent success story, I think that shows, that really highlights some of your current interests in your current work. Tell me about your talk in Milan and the little demonstration you did with that.

Andrea:

Yeah, yeah, so it was last week at AI Festival,