Alchemyst LAB Srl: the Milan startup behind Alchemyx.

An innovative startup under Italian Law 221/2012, incorporated on 14 July 2025 and listed in the Italian startup register since 10 October 2025. Registered with AGCOM’s ROC, member of Assolombarda.

Making buyable the advertising that today is not

We believe every business, whatever its size, deserves access to multichannel advertising. FM local radio, local TV, connected TV, cinema and DOOH work well for anyone selling in a defined area, but their rate cards and minimums are built for large budgets and their buying processes take time, relationships and expertise.

Alchemyx uses AI to remove that barrier: it builds the media plan, books the space and buys it directly, from EUR 2,000 per campaign, with a 13.98% fee always included in the amount the client declares and never added on top.

Four choices that define the product

The client does not pick the media: After a guided briefing in plain language, the algorithm builds the plan, combining industry data, ISTAT demographics and machine learning from past campaigns.
Offline is always there: Every media plan includes at least one offline medium. Online only is not offered: for a local business the result comes from combining the two.
The platform actually buys: Alchemyx is not a media planning tool: it books the space and buys it directly, online and offline, with a single purchase order and a single invoice.
Sales mandates on the media: The inventory comes from sales mandates on individual media: 154 out of 260 mapped, 152 already buyable, across all 20 Italian regions. It is a choice, not a fallback: a mandate takes weeks and lets you sell straight away.

Who is behind it

Fabio Ferrara: More than fifteen years of media planning and advertising in agencies. Leads product, go to market and relationships with publishers and sales houses, and coordinates the team on platform milestones.
Davide Catalano: Responsible for cloud architecture and the data layer, online and offline API integrations, security and DevOps standards and the orchestration of the AI components.
Chong Yoe Yat: Responsible for the recommendation and budget allocation models, the data pipelines and MLOps, and model performance in production.
Carmen Greco: Supports the project with no executive role and no involvement in day-to-day management. Brings an outside perspective on governance and people management.

Professional backgrounds, in detail

Fabio Ferrara, CEO and Founder

Since 2009 in a Milan media agency: end-to-end responsibility for briefing, target and market analysis, channel strategy, buying negotiations and planning across online and local offline channels throughout Italy. Direct management of relationships with publishers and sales houses, coordination with media centres and agencies, supervision of creative and digital assets.

Since July 2025 CEO and Founder of Alchemyst LAB Srl: originator of the project, responsible for product and go to market, development of the media and data ecosystem, definition of KPIs and roadmap, ownership of budget and P&L, compliance and governance.

Davide Catalano, CTO and Co-founder

Digital Innovation Studio PLT, since 2016, Founder and CTO: technical direction and development of the DISPLAYER 2.5 platform, with projects for NEC APAC, SMRT, Illy Asia, Bata and other enterprise clients in Asia.

TVN Media Group, 2010-2016: General Manager from 2012, director of Televisionet.tv from 2011, head of IT and web development for the group. Industry projects and events, e-learning platforms and applications for sports publishers.

A.R. Communication, 2009-2010, head of digital signage and web. Tunestore, 2008-2016, partner and CTO: web radio solutions.

Chong Yoe Yat, CIO and AI Expert

Fortune Machine Computer Vision, since 2019, Founder and head of R&D: AI, computer vision and robotics solutions with patent-pending technologies, for healthcare, manufacturing and automation. Work with Panasonic, Dyson, TDK, TKR, Sanwa, Kaifa and TBM.

Southern University College, since 2024, Industrial Advisory Panel: advising on curricula, applied research and industry-academia links. Raffles University, since 2021, part-time lecturer in AI, machine learning, computer vision and robotics.

VS Industries, 2017-2018, MES Engineer: design and implementation of MES systems for high-complexity lines, with SCADA and PLC integration and real-time data collection.

Carmen Greco, founding investor

At Fondazione IRCCS Istituto Nazionale dei Tumori in Milan she is Director of Health Professions, working on organisational improvement, people management, quality and safety of care and the development of care pathways. From 2022 she was head of nursing for the Surgical Oncology, Anaesthesia and Intensive Care department, with a departmental function role. Before that she coordinated Gynaecologic Oncology.

She is an adjunct lecturer at the University of Milan, teaching Clinical Nursing 2 and Critical Care. She holds a Master’s degree in Nursing and Midwifery Science with honours, a second-level master in Operations Management for healthcare organisations and a postgraduate course in strategic people management in healthcare. She also holds first-level masters in Anaesthesia and Intensive Care and in the Coordination of Healthcare Organisations.

At Alchemyst LAB she has no executive role: she helps strengthen the capital structure in the early phase and brings an outside perspective on governance and people management.

The details, for anyone who needs to check them

Legal name: Alchemyst LAB S.r.l., an Italian limited liability company, listed as an innovative startup under Italian Law 221/2012. Product: Alchemyx.
Registered office: Piazza Castello 19, 20121 Milan, Italy.
Identifiers: VAT and tax code 14297210966. REA MI-2772603. AGCOM ROC no. 43945.
Incorporation: 14 July 2025. Listed in the Italian innovative startup register on 10 October 2025, under Law 221/2012.
Memberships: Member of Assolombarda.
Contact: Operations and administration in Milan. Commercial and press enquiries have dedicated channels, reachable from the contact buttons on this site.

Member of NVIDIA Inception

Since 2026 Alchemyst LAB has been a member of NVIDIA Inception, NVIDIA’s programme for startups building artificial intelligence solutions. Membership gives access to technical resources, training and NVIDIA’s network of investors and companies.

Alchemyst LAB, part of Microsoft for Startups

Since October 2026 Alchemyst LAB has been part of Microsoft for Startups, Microsoft’s programme for startups, which provides Azure cloud resources and developer tools. Read the article on Microsoft for Startups.

Microsoft and Microsoft for Startups are trademarks of the Microsoft group of companies.

The roadmap

July 2026, platform complete: MVP completed and released to production: sign-up, dashboard, AI brief, strategy engine, payments with invoicing, creative studio and inventory back office.
Until December 2026, beta test: Early Access is reserved to selected Italian SMEs, who run real campaigns with their own budget. The agency price list starts in the fourth quarter of 2026.
First quarter 2027, launch in Italy: Commercial opening to all SMEs.
From 2028, beyond Italy: Spain in 2028, then Germany and France in the following years, the United States in 2032.

The questions we are asked most often

Where is Alchemyst LAB based?

In Milan, at Piazza Castello 19, 20121.

When was it founded?

On 14 July 2025. It has been listed in the Italian innovative startup register since 10 October 2025, under Law 221/2012.

Who leads Alchemyst LAB?

Fabio Ferrara is CEO and Founder, Davide Catalano is CTO and Co-founder, Chong Yoe Yat is CIO and AI Expert. Carmen Greco is a founding investor with no executive role.

What is the relationship between Alchemyst LAB and Alchemyx?

Alchemyst LAB Srl is the company; Alchemyx is the platform it develops. The product name is spelled Alchemyx, with a Y before the final X.

Where is the platform today?

The MVP was completed and released in July 2026. MVP live, in beta testing until December 2026, with Early Access reserved to selected Italian SMEs; commercial launch in Italy is planned for the first quarter of 2027.

What does Alchemyx cost?

The FREE plan has no subscription; the Premium plan costs EUR 2,180 per year, paid upfront in a single payment at activation. Every campaign carries a 13.98% fee, already included in the declared amount. The minimum campaign budget is EUR 2,000 plus VAT.

Is Alchemyx a company that buys media on behalf of others?

Alchemyx is a self-serve software platform: the client decides and approves, the platform books and buys the space. Offline inventory is available thanks to sales mandates obtained from individual media owners.

How can we work with Alchemyst LAB?

SMEs can find out how the platform works ahead of the commercial launch, agencies have a dedicated three-plan channel, publishers and sales houses can offer their inventory. Each route has its own page on this site.

Let us talk

For information about the company, the product or a possible collaboration, write to us: we reply with what you need, with no intermediate steps.

Alchemyst LAB S.r.l. · VAT 14297210966 · Piazza Castello 19, 20121 Milan, Italy · Innovative startup. Prices excluding VAT.