Source:
- The European, Summer 2024 Edition, Page 24
With careful planning, ethical considerations, and ensuring human oversight is maintained, AI can have huge market research benefits, says Lorenzo Livi of the Open Institute of Technology.
By Lorenzo Livi
To market well, you need to get something interesting in front of those who are interested. That takes a lot of thinking, a lot of work, and a whole bunch of research. But what if the bulk of that thinking, work and research could be done for you? What would that mean for marketing as an industry, and market research specifically?
With the recent explosion of AI onto the world stage, big changes are coming in the marketing industry. But will AI be able to do market research as successfully? Simply, the answer is yes. A big, fat, resounding yes. In fact, AI has the potential to revolutionise market research.
Ensuring that people have a clear understanding of what exactly AI is is crucial, given its seismic effect on our world. Common questions that even occur amongst people at the forefront of marketing, such as, “Who invented AI?” or, “Where is the main AI system located?” highlight a widespread misunderstanding about the nature of AI.
As for the notion of a central “main thing” running AI, it’s essential to clarify that AI systems exist in various forms and locations. AI algorithms and models can run on individual computers, servers, or even specialized hardware designed for AI processing, commonly referred to as AI chips. These systems can be distributed across multiple locations, including data centres, cloud platforms, and edge devices. They can also be used anywhere, so long as you have a compatible device and an internet connection.
While the concept of AI may seem abstract or mysterious to some, it’s important to approach it with a clear understanding of its principles and applications. By promoting education and awareness about AI, we can dispel misconceptions and facilitate meaningful conversations about its role in society.
Read the full article below:
- The European, Pages 24 to 26.
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From the same author
Read the articleSource:
- Times of Malta, published on September 18th, 2025
4 min read
The gathering brought together academics and technology leaders from prominent European Institutions, such as Instituto de Empresa (IE University), OPIT itself and the Royal College of Arts, to explore how artificial intelligence is reshaping the university experience.
The OPIT AI Copilot has been trained on the institute’s complete academic archive, a collection created over the past three years that includes 131 courses, more than 3,500 hours of recorded lectures, 7,500 study resources, 320 certified assessments, and thousands of exercises and original learning documents.
Unlike generic AI tools, the Copilot is deeply integrated with OPIT’s learning management system, allowing it to track each student’s progress and provide tailored support.
This integration means the assistant can reference relevant sources within the learning environment, adapt to the student’s stage of study, and ensure that unreleased course content remains inaccessible.
A mobile app is also scheduled for release this autumn, that will allow students to download exercise and access other tools.
During examinations, the Copilot automatically switches to what the institute calls an “anti-cheating mode”, restricting itself to general research support rather than providing direct answers.
For OPIT’s international community of 500 students from nearly 100 countries, many of whom balance studies with full-time work, the ability to access personalised assistance at any time of day is a key advantage.
“Eighty-five per cent of students are already using large language models in some way to study,” said OPIT founder and director Riccardo Ocleppo. “We wanted to go further by creating a solution tailored to our own community, reflecting the real experiences of remote learners and working professionals.”
Tool aims to cut correction time by 30%
The Copilot will also reduce administrative burdens for faculty. It can help grade assignments, generate new educational materials, and create rubrics that allow teachers to cut correction time by as much as 30 per cent.
According to OPIT, this will free up staff to dedicate more time to teaching and direct student engagement.
At the Milan event, Rector Francesco Profumo underlined the broader implications of AI in higher education. “We are in the midst of a deep transformation, where AI is no longer just a tool: it is an environment that radically changes how we learn, teach, and create,” he said.
“But it is not a shortcut. It is a cultural, ethical, and pedagogical challenge, and to meet it we must have the courage to rethink traditional models and build bridges between human and artificial intelligence.”
OPIT was joined on stage by representatives from other leading institutions, including Danielle Barrios O’Neill of the Royal College of Art, who spoke about the role of AI in art and creativity, and Francisco Machin of IE University, who discussed applications in business and management education.
OPIT student Asya Mantovani, also employed at a leading technology and consulting firm in Italy, gave a first-hand account of balancing professional life with online study.
The assistant has been in development for the past eight months, involving a team of OPIT professors, researchers, and engineers.
Ocleppo stressed that OPIT intends to make its AI innovations available beyond its own institution. “We want to put technology at the service of higher education,” he said.
“Our goal is to develop solutions not only for our own students, but also to share with global institutions eager to innovate the learning experience in a future that is approaching very quickly.”
Read the articleFrom personalization to productivity: AI at the heart of the educational experience.
Click this link to read and download the e-book.
At its core, teaching is a simple endeavour. The experienced and learned pass on their knowledge and wisdom to new generations. Nothing has changed in that regard. What has changed is how new technologies emerge to facilitate that passing on of knowledge. The printing press, computers, the internet – all have transformed how educators teach and how students learn.
Artificial intelligence (AI) is the next game-changer in the educational space.
Specifically, AI agents have emerged as tools that utilize all of AI’s core strengths, such as data gathering and analysis, pattern identification, and information condensing. Those strengths have been refined, first into simple chatbots capable of providing answers, and now into agents capable of adapting how they learn and adjusting to the environment in which they’re placed. This adaptability, in particular, makes AI agents vital in the educational realm.
The reasons why are simple. AI agents can collect, analyse, and condense massive amounts of educational material across multiple subject areas. More importantly, they can deliver that information to students while observing how the students engage with the material presented. Those observations open the door for tweaks. An AI agent learns alongside their student. Only, the agent’s learning focuses on how it can adapt its delivery to account for a student’s strengths, weaknesses, interests, and existing knowledge.
Think of an AI agent like having a tutor – one who eschews set lesson plans in favour of an adaptive approach designed and tweaked constantly for each specific student.
In this eBook, the Open Institute of Technology (OPIT) will take you on a journey through the world of AI agents as they pertain to education. You will learn what these agents are, how they work, and what they’re capable of achieving in the educational sector. We also explore best practices and key approaches, focusing on how educators can use AI agents to the benefit of their students. Finally, we will discuss other AI tools that both complement and enhance an AI agent’s capabilities, ensuring you deliver the best possible educational experience to your students.
-
Go to all authors
Related posts
Source:
- Times of Malta, published on September 18th, 2025
4 min read
The gathering brought together academics and technology leaders from prominent European Institutions, such as Instituto de Empresa (IE University), OPIT itself and the Royal College of Arts, to explore how artificial intelligence is reshaping the university experience.
The OPIT AI Copilot has been trained on the institute’s complete academic archive, a collection created over the past three years that includes 131 courses, more than 3,500 hours of recorded lectures, 7,500 study resources, 320 certified assessments, and thousands of exercises and original learning documents.
Unlike generic AI tools, the Copilot is deeply integrated with OPIT’s learning management system, allowing it to track each student’s progress and provide tailored support.
This integration means the assistant can reference relevant sources within the learning environment, adapt to the student’s stage of study, and ensure that unreleased course content remains inaccessible.
A mobile app is also scheduled for release this autumn, that will allow students to download exercise and access other tools.
During examinations, the Copilot automatically switches to what the institute calls an “anti-cheating mode”, restricting itself to general research support rather than providing direct answers.
For OPIT’s international community of 500 students from nearly 100 countries, many of whom balance studies with full-time work, the ability to access personalised assistance at any time of day is a key advantage.
“Eighty-five per cent of students are already using large language models in some way to study,” said OPIT founder and director Riccardo Ocleppo. “We wanted to go further by creating a solution tailored to our own community, reflecting the real experiences of remote learners and working professionals.”
Tool aims to cut correction time by 30%
The Copilot will also reduce administrative burdens for faculty. It can help grade assignments, generate new educational materials, and create rubrics that allow teachers to cut correction time by as much as 30 per cent.
According to OPIT, this will free up staff to dedicate more time to teaching and direct student engagement.
At the Milan event, Rector Francesco Profumo underlined the broader implications of AI in higher education. “We are in the midst of a deep transformation, where AI is no longer just a tool: it is an environment that radically changes how we learn, teach, and create,” he said.
“But it is not a shortcut. It is a cultural, ethical, and pedagogical challenge, and to meet it we must have the courage to rethink traditional models and build bridges between human and artificial intelligence.”
OPIT was joined on stage by representatives from other leading institutions, including Danielle Barrios O’Neill of the Royal College of Art, who spoke about the role of AI in art and creativity, and Francisco Machin of IE University, who discussed applications in business and management education.
OPIT student Asya Mantovani, also employed at a leading technology and consulting firm in Italy, gave a first-hand account of balancing professional life with online study.
The assistant has been in development for the past eight months, involving a team of OPIT professors, researchers, and engineers.
Ocleppo stressed that OPIT intends to make its AI innovations available beyond its own institution. “We want to put technology at the service of higher education,” he said.
“Our goal is to develop solutions not only for our own students, but also to share with global institutions eager to innovate the learning experience in a future that is approaching very quickly.”
From personalization to productivity: AI at the heart of the educational experience.
Click this link to read and download the e-book.
At its core, teaching is a simple endeavour. The experienced and learned pass on their knowledge and wisdom to new generations. Nothing has changed in that regard. What has changed is how new technologies emerge to facilitate that passing on of knowledge. The printing press, computers, the internet – all have transformed how educators teach and how students learn.
Artificial intelligence (AI) is the next game-changer in the educational space.
Specifically, AI agents have emerged as tools that utilize all of AI’s core strengths, such as data gathering and analysis, pattern identification, and information condensing. Those strengths have been refined, first into simple chatbots capable of providing answers, and now into agents capable of adapting how they learn and adjusting to the environment in which they’re placed. This adaptability, in particular, makes AI agents vital in the educational realm.
The reasons why are simple. AI agents can collect, analyse, and condense massive amounts of educational material across multiple subject areas. More importantly, they can deliver that information to students while observing how the students engage with the material presented. Those observations open the door for tweaks. An AI agent learns alongside their student. Only, the agent’s learning focuses on how it can adapt its delivery to account for a student’s strengths, weaknesses, interests, and existing knowledge.
Think of an AI agent like having a tutor – one who eschews set lesson plans in favour of an adaptive approach designed and tweaked constantly for each specific student.
In this eBook, the Open Institute of Technology (OPIT) will take you on a journey through the world of AI agents as they pertain to education. You will learn what these agents are, how they work, and what they’re capable of achieving in the educational sector. We also explore best practices and key approaches, focusing on how educators can use AI agents to the benefit of their students. Finally, we will discuss other AI tools that both complement and enhance an AI agent’s capabilities, ensuring you deliver the best possible educational experience to your students.
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