Who's behind AI on the Field

Lamberto Siega is a senior digital executive with 20+ years of experience across strategy consulting, media, and sports business. Ten years at BCG (2003–2013, from consultant to senior manager, 30+ projects across Media, Consumer, and Retail), then Head of Sellers for Italy, France, and Spain at eBay (2013–2015), Marketing and Communication Director at Mediaset Premium (2015–2018, where he managed the Serie A and Champions League rights tenders and the launch of the new OTT platform), and finally Digital, Media and The Studios Director at AC Milan (2018–2026), where he grew the team from 10 to 50 people, built the CRM ecosystem and the in-house production studio and Media Factory from scratch, and drove 300% digital revenue growth. MBA from IESE Barcelona and NYU Stern.

Fabio Lalli is an entrepreneur, advisor, and speaker on artificial intelligence and innovation, with more than 25 years across advisory, training, and investing. He is CEO and co-founder of ICONI.CO and ZeroFive.AI, and co-founder of LocalAI.io — one entrepreneurial exit and two as an investor. He teaches in AI and Sport Management master's programs at Digit'Ed/24ORE Business School and RCS Academy (Gruppo Cairo), with collaborations at Bocconi, SDA Bocconi, LUISS, and MIP Politecnico di Milano. Author of four books on AI, technology, and digital culture, including Pelle Digitale and Spatial Shift.

For AI on the Field, Fabio supports the project as editorial advisor on AI governance and strategic adoption, bringing expertise on the EU AI Act and ISO 42001 alongside the sports-industry depth Lamberto brings.