Maria Teresa Pellegrino's Story
For Maria Teresa Pellegrino, an olive oil producer from Andria in southern Italy and owner of the family-run business Pellegrino 1890 srl, innovation does not mean leaving tradition behind. It means finding new ways to enhance it. This is the spirit that led her to join “Intelligenze al femminile nell’IA”, a project promoted by Fondazione Mondo Digitale ETS and funded by the Centre for Public Impact through the Google.org AI Opportunity Fund. [Read the story "A Community Supporting Women".] Several months after completing the training programme, Maria Teresa continues to use the skills she developed through the Google AI Essentials course every day, turning artificial intelligence into a practical tool that supports the growth of her business.
A lifelong commitment to learning
Maria Teresa's curiosity about innovation has been with her for many years. Her digital learning journey began in 2016 through training initiatives promoted by Google in collaboration with the Digital Enterprise Hub (Punto Impresa Digitale) of the Bari Chamber of Commerce. Since then, she has continued to update her skills, keeping pace with digital innovation and embracing every new learning opportunity.
“I've always had a positive experience. I like the fact that their tools are accessible and explained in a simple way. I've never felt they were too complicated or too far removed from my day-to-day work”.
When she heard about “Intelligenze al femminile nell’A”, promoted by Fondazione Mondo Digitale, she joined without hesitation.
“I found the course incredibly easy to follow, enjoyable and genuinely useful”.
Greater autonomy, greater efficiency
One of the biggest advantages Maria Teresa sees in using artificial intelligence is the increased independence it has given her in running her business. One example stands out. While organising a company event, she turned to Google Gemini for support and was able to create the entire programme in just a few minutes.
“I simply asked AI for help and within five minutes I already had a complete structure. The event was a huge success”.
AI has also become part of her everyday communication work. Today, Maria Teresa manages many marketing activities herself that she previously outsourced.
“I haven't worked with a communications agency for a very long time because I can do it better myself”.
This not only reduces costs but also allows her to retain full control over her brand identity and the values she wants to communicate.
Keeping the brand voice consistent
One of Maria Teresa's most frequent uses of AI is reviewing content for social media, trade fairs and promotional materials. Over time, she has defined two brand archetypes for her company (the Rebel and the Guardian Angel) and she regularly asks Gemini to check whether every piece of content reflects this identity.
“Whenever I write something, I always double-check it. I want every message to have the same personality, whatever the context”.
The quality of this work has not gone unnoticed. During a trade fair in Milan, several communication professionals complimented her on the consistency and authenticity of her brand communication.
A new project combining tradition and innovation
Maria Teresa's passion for communication and local heritage is also reflected in a project she has been developing for some time: a cookbook dedicated to olive oil and its many culinary uses. Scheduled for publication later this year, the book brings together contributions from chefs, restaurateurs and food enthusiasts to celebrate both the product and the food culture of the region. For the writing itself, Maria Teresa has relied primarily on her own experience and on the people involved in the project. However, she expects artificial intelligence to play an important role in the next stage.
“I didn't use AI to write the book. But when it's time to promote it, I'm sure it will be a great help”.
Once again, AI is not replacing creativity or expertise; it is supporting them, helping bring new ideas to life while leaving people firmly at the centre.
Looking beyond text
Today, Maria Teresa mainly uses Google Gemini to draft and refine written content. Over time, the tool has become familiar with her company's tone of voice and the principles that shape its communication.
Now she is ready to explore what else generative AI has to offer.
“I'm very comfortable using it for writing now. I'd love to take another course to discover what other opportunities generative AI can offer”.
She is also interested in learning more about AI-generated images – not because she already uses them professionally, but because she believes it is increasingly important to understand both their potential and their limitations. As “artificial” content becomes more widespread and increasingly realistic, she sees the ability to recognise AI-generated material as an essential skill.
“At work, it helps you understand what's being presented to you so you don't get taken advantage of. But it's just as important in everyday life. We all need to learn how to recognise what's real and what isn't”.
For this reason, she continues to look for new learning opportunities that will help her better understand the rapid evolution of AI and the many ways it can be applied.
A companion for the future
Born in the 1960s, Maria Teresa approaches artificial intelligence with the perspective of someone who has already experienced several technological revolutions. She has witnessed the arrival of home telephones, personal computers, the internet and smartphones. AI is simply the latest step in that journey.
“We've gone from a world without mobile phones to artificial intelligence. So why should we be afraid of it?”.
For Maria Teresa, every technological breakthrough is initially met with uncertainty. The difference lies in having the knowledge and confidence to explore it. That is what training has given her: the opportunity to understand change rather than fear it. Today, she sees AI as a resource that strengthens her independence without replacing her experience, judgement or creativity.
“For me, AI is a travelling companion. It helps and supports me, but in the end, I'm still the one making the decisions”.
