When AI Takes a Face: The MattIA Project for GMSL Between Technology, Storytelling and Physical Presence

In the industrial world, Artificial Intelligence is increasingly widespread, yet often difficult to communicate clearly. With GMSL – Data Analysis, AI, Industrial Statistics, we worked on making a complex technical solution tangible and easy to understand.

This is how MattIA – The Expert Doc was born: a virtual assistant designed to interpret technical documents, manuals and reports, delivering contextualized answers in natural language. An on-premise, plug-and-play generative AI solution with dedicated hardware, built to ensure efficiency without compromising data security.

Our contribution began with identity. We created MattIA’s character, developed the official cartoon, and built a strong, recognizable visual presence. From there, the project moved into the physical space.

During the A&T – Automation & Testing fair in Turin, MattIA became a key element of the GMSL stand through a life-size cardboard display, coordinated roll-ups, custom pins and comic-style flyers. Not just software to explain, but a visible presence that attracted attention and facilitated conversation.

We also produced the presentation video, where Marta, managing company files, is supported by MattIA in a simple and secure way, without data ever leaving the internal infrastructure. A concrete and relatable narrative for industrial companies.

The result was an integrated project where visual identity, physical materials and video content worked together to enhance a solid and reliable technology.

And this is only the beginning.

In the coming months, new activations and projects will follow, continuing to give shape to innovation by turning technical solutions into clear, recognizable experiences.