Operating in a highly competitive B2B2C environment, Colfiorito needed to support its sales and marketing team in understanding how new digital tools, including Generative AI, can help drive differentiation and agility.
While AI was a hot topic, few team members had hands-on experience or a clear sense of its business relevance.
The challenge: deliver practical, non-technical training that would spark experimentation and enable concrete applications within day-to-day commercial operations.

SOPHIA designed and facilitated a dedicated module on Generative AI for commercial teams, as part of the broader 30-hour learning track. The training was designed to be immersive, collaborative, and immediately actionable.

The module included:
* Clear explanations of what GenAI is and how it differs from traditional AI
 
* Sector-specific use cases in food distribution, with a focus on smart pricing, content creation, and market visibility
 
* Exploration of how major retailers (e.g., Coop, Conad, Esselunga) are using AI in supplier evaluation and category innovation
 
* Hands-on experimentation with tools like ChatGPT, BrandMentions, SlideSpeak, HeyGen, and NotebookLM
 
* Final capstone development: two cross-functional teams selected internal challenges—one in Marketing, one in Sales—and designed GenAI-powered process improvements or campaign strategies tied to real business needs
 

By the end of the program, participants delivered two GenAI-enhanced capstone projects grounded in actual internal priorities, demonstrating how AI could support ongoing work in client engagement, pricing, and brand communication.
The program created shared AI literacy across the commercial function and marked a cultural shift—from passive interest to confident experimentation with new technologies.