The region faces a double challenge: to deepen the integration of AI in the critical processes of companies and to expand its diffusion beyond large companies and the most advanced sectors and territories. The session will address the conditions for moving from the use to the integration of AI in processes, products and business models – internal capabilities, data, complementary investments and organizational change – with special attention to MSMEs. It will also analyze how to strengthen the regional offer of solutions, suppliers and integrators as a dissemination channel, and how to articulate the digital agenda with productive development policies, clusters and territories.