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The disruptive market effect of generative AI

2024 Florence Digitalisation Summer Conference


17 June 2024 14:00 CET
18 June 2024 17:00 CET

  • 17 Jun14.00 - 18.15
  • 18 Jun09.00 - 17.00



Badia Fiesolana

Join academics, practitioners, public officials, and industry representatives for a thought-provoking discussion on the challenges ahead for antitrust and sector regulation.

The conference is organised in collaboration with the Organisation for Economic Co-operation and Development (OECD)

Generative AI, also known as generative models, focuses on creating computer systems capable of producing new, unique content. Unlike traditional AI systems, which rely on pre-programmed algorithms or data for decision-making, generative AI aims to mimic the creative abilities of humans by generating novel outputs. Generative AI utilises advanced algorithms, such as deep learning, to learn patterns and relationships within data. By analysing large amounts of input data, these models become capable of producing new content that is similar in style or structure to the provided examples.

The above definition has been ‘generated’ by ChatGPT – i.e. the revolutionary chatbot launched in November 2022 by OpenAI. Generative AI is disrupting the business models of several firms operating both in digital and in non-digital markets. In creative industries, for example, generative AI can support professionals to explore new ideas or even assist in the production of new content. Similarly, AI chatbots may simplify repetitive intellectual activities, such as replying to emails, preparing invoices or even medical prescriptions. The launch of ChatGPT has caused a competitive race among big techs, eager to upgrade existing virtual assistants, and willing to launch new products in the market to satisfy a growing demand for AI tools.

The advent of generative AI has caused an increased policy debate on the regulatory and antitrust challenges ahead of the generative AI revolution. The 2024 Florence Digitalisation Summer Conference aims at contributing to such a debate, by discussing 3 interrelated research questions:

-  What is the impact of generative AI on the business models and competitive dynamics in both digital and non-digital markets?

-  What are the regulatory challenges ahead of the AI revolution?

-  Will generative AI foster anti-competitive practices? If so, how can competition authorities identify and sanction such conducts?

The Conference is jointly organised by the EUI Centre for a Digital Society and by the Secretariat of the Organisation for Economic Cooperation and Development (OECD). The 2024 Summer Conference will be held in a hybrid format: most invited speakers will be present at the EUI campus in Florence; the audience will follow the conference via Zoom, free of charge, and a limited number of participants will attend the event in person, in Florence.

The registration fee to join the event in person is 150 €, including the cost of the refreshments (coffee breaks, one lunch and one dinner). The registration fee does not cover travel and accommodation expenses in Florence. Participants to the online course 'Regulating Digital Platforms' can attend the conference in person, at the EUI campus, free of charge.



Scientific Organiser

Marco Botta

European University Institute

Pier Luigi Parcu

European University Institute

Antonio Capobianco




Centre for a Digital Society CDS

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Carmine Di Noia


Pier Luigi Parcu

European University Institute

Nuno Cunha Rodrigues,

Portuguese Competition Authority

Ori Schwartz


Chiara Carrozza


Audrey Scozzaro Ferrazzini


Roberta Carlini

European University Institute

Maria Jose Schmidt-Kessen

Central European University

Angela Zhang

University of Hong Kong

Sabine Zigelski


Michal Gal

University of Haifa

Björn Herbers


Richard May


Giovanna Massarotto

University of Pennsylvania

Marco Botta

European University Institute

Anu Bradford

Columbia Law School

Georgios Mavros


Antonio Capobianco


Giuseppe Mazziotti

Catolica Global School of Law

Mario Siragusa

Cleary Gottlieb

Lapo Filistrucchi

University of Florence and EUI

Emilie Feyler


Federico De Michiel

Copenhaghen Economics

Anya Schiffrin

Columbia University

Dennis Beling

Compass Lexecon

András Tóth

Hungarian Competition Council

Thibault Schrepel

Amsterdam University

Hein Hobbelen


Brice Allibert

European Commission

Susan Athey

US Department of Justice

Gregor Langus

Cornerstone Research

Grégoire Colmet Daâge

Autorité de la Concurrence

Nicolas de Bouville


Elzbieta Glowicka

E.CA Economics

Giacomo Calzolari

European University Institute

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