Pubblicato il: 12 dicembre 2025
A few days ago, as part of the Digital (R)evolution Awards 2025, Lottomatica was awarded by Bain & Company in the “Experience Frontier” category, dedicated to companies capable of strategically using Artificial Intelligence to improve the quality of digital interactions with customers and users.
Now in its fourth edition, the event is today one of the main reference points for digital transformation and the impact of AI on business models and consumer habits. A context where the design of digital services increasingly requires a balance between innovation, ease of use, and responsibility in data management.
The 2025 edition of the Digital (R)evolution Awards focused on generative and agentic Artificial Intelligence, highlighting how these technologies are transforming the way people and companies make decisions, communicate, and purchase products or services.
During the event, Bain & Company presented the results of the Digital Observatory 2025, which analyzes the digital maturity of consumers in six countries, including Italy. The data shows a profound change: three out of four people declare themselves comfortable interacting with digital agents, and almost half of young people aged 18 to 34 believe that AI will have a significant impact on their future.
In parallel, a picture characterized by hybrid habits emerges: Italy confirms a strong preference for the physical channel, with 39% of consumers continuing to turn to stores even for digital services, but at the same time stands out for a very advanced use of conversational channels. Suffice it to say that 45% of people interact with brands via WhatsApp, the highest share in Europe.
Alongside these trends, sensitivity towards privacy is growing: half of the Italians interviewed express concern about the use of their personal data, confirming the need for increasingly transparent and reliable models.
The recognition assigned to Lottomatica highlights the journey undertaken by the Group to integrate AI-based solutions in an ethical, responsible, and people-oriented way.
In particular, Bain & Company emphasized:
The evolution of contact channels toward more conversational and intuitive interaction models;
The integration of AI into digital processes and services, always maintaining the centrality of the individual;
The ability to design experiences that combine technology, informational clarity, and the protection of user security.
The award is part of a digital transformation process that has been underway for some time, aiming to continuously improve the quality of services and strengthen the relationship of trust with customers and stakeholders.
The “Experience Frontier” award confirms the value of the digital path taken by the Group and the coherence of a strategy that focuses on technology, user experience, and responsibility in data management.
Lottomatica continues to invest in advanced solutions and operational models oriented towards transparency, service quality, and the protection of individuals, transforming market changes into opportunities to evolve processes, tools, and services.
This recognition represents a new stage in the Group's innovation journey and testifies to its desire to contribute to building a more reliable, accessible, and future-oriented digital ecosystem.