Milano, 7 luglio 2025 – Gruppo Nexta leading company in barter-based communication, announces a new strategic partnership with Hevolusan Italian tech company and international leader in Generative AI and Intelligent Reality solutions. The goal: to offer the Group’s clients an increasingly cutting-edge service, integrating conversational and immersive Artificial Intelligence tools into barter-based media plans, capable of enhancing customer experience and increasing the value of inventories.
The collaboration will be officially presented tomorrow, July 8, on the occasion of the event POPKA organizzato da MediaKeywhich will be held at the Teatro Parenti in Milan. On stage will be Domenico Zambarelli, CEO of Gruppo Next, and Antonio Squeo, CEO of Hevolus
The new joint proposal includes the integration of intelligent AI agents within the barter advertising agreements signed in July. This is an exclusive offer, designed for all organizations that view barter not only as an economic opportunity, but as a strategic and innovative approach to enhancing inventory value.
With this partnership, we want to push the boundaries of barter even further. Integrating AI into inventory management and media planning represents a significant step forward in the services we offer our clients, who will now be able to access technological solutions previously reserved for companies investing directly in innovation. Together with Hevolus, we are making Artificial Intelligence accessible within the barter ecosystem as well, with a concrete outlook on the future of marketing, comments Domenico Zambarelli, CEO of Gruppo Next.
Hevolus, an international AI tech leader in Generative AI and Intelligent Reality technologies, has been recognized as a Microsoft Solutions Partner with Certified Software for Retail AI, confirming its status as the first European company certified in this field. This important milestone further strengthens Hevolus’ role as a global reference point in the application of innovative technologies for business, with active projects already in place for brands such as Casillo, Natuzzi, Deghi, and Ferroli.
The certification specifically concerns XR Copilot, Hevolus’ proprietary solution that integrates Generative AI and Extended Reality (XR) to create immersive, personalized and interactive user experiences, optimizing operational efficiency and enhancing the customer experience across multiple sectors.
The concept of Intelligent Reality refers to the synergistic integration of Generative Artificial Intelligence and immersive technologies (augmented reality, virtual reality, and mixed reality), enabling the creation of intelligent and adaptive digital environments capable of interacting in real time with users and the physical environment.
The partnership with Gruppo Next represents another step forward for Hevolus in the process of democratizing Artificial Intelligence applied to business. We are proud to make our expertise in Generative AI and Intelligent Reality technologies available to the barter sector as well, helping transform inventory management and increase the effectiveness of media plans. We are the first company in Europe to have obtained an official certification in the field of Retail AI for our XR Copilot solution, within the Microsoft AI Cloud Partner Program (MAICPP), a recognition that confirms our central role as enablers of concrete, measurable and value-driven innovation models. Collaborating with dynamic organizations such as Gruppo Next allows us to accelerate the spread of intelligent technologies, making marketing increasingly accessible, high-performing and sustainable, says Antonio Squeo, CEO di Hevolus.
The partnership between Gruppo Next and Hevolus marks the beginning of a new paradigm for barter, which evolves from a simple commercial tool into a technological and competitive lever.
