Who are we?
About Alchemyst LAB, the company behind Alchemyx
Alchemyst LAB Srl is a Milan-based innovative startup (Italian Law 221/2012), incorporated on 14 July 2025 and listed in the Italian innovative startup register since 10 October 2025. It is registered with AGCOM's ROC and is a member of Assolombarda. The company develops Alchemyx, the self-serve AI platform that lets Italian SMEs plan, book and buy multichannel advertising campaigns, online and offline, from a single dashboard.
Our Team
Fabio Ferrara is CEO and Founder: with over fifteen years in agency media planning and advertising, he leads product, go to market and relationships with publishers and sales houses. Davide Catalano is CTO and Co-founder, responsible for architecture, API integrations and the orchestration of the AI components. Chong Yoe Yat is CIO and AI Expert, responsible for the recommendation and budget allocation models, the data pipelines and MLOps. Carmen Greco is a founding investor shareholder with no executive role.
Our Mission
We believe every business, regardless of size, deserves access to multichannel advertising. Alchemyx uses AI to make local FM radio, local TV, connected TV, cinema, DOOH, social networks, Google Display and Google Search accessible to SMEs from a minimum of EUR 2,000 per campaign: channels traditionally reserved for large corporations with agency relationships.
How the model works
The client does not pick the media. After a guided briefing in natural language, the algorithm builds and balances the media plan automatically using JIC data, ISTAT demographics and machine learning from past campaigns. Every plan always includes at least one offline medium. The platform books the space and buys it directly, online and offline. The platform fee is 13.98%, always included in the campaign budget declared by the client and never added on top.
Company Details
Alchemyst LAB Srl, Piazza Castello 19, 20121 Milan, Italy. VAT and tax code 14297210966, REA MI-2772603, ROC no. 43945. ATECO code 62.10.00 (software development).
FAQ
Where is Alchemyst LAB based?
Milan, Italy, at Piazza Castello 19, 20121.
When was the company founded?
On 14 July 2025. It has been listed in the Italian innovative startup register since 10 October 2025.
Who leads Alchemyst LAB?
Fabio Ferrara (CEO and Founder), Davide Catalano (CTO and Co-founder) and Chong Yoe Yat (CIO and AI Expert). Carmen Greco is a non-executive founding investor shareholder.
What stage is the platform at?
The MVP was completed and deployed in July 2026. A closed test phase with a maximum of ten selected SMEs starts in September 2026, and commercial launch in Italy is scheduled for the first quarter of 2027.
How much does Alchemyx cost?
The Free plan has no subscription and the Premium plan costs EUR 2,180 per year. Each campaign carries a 13.98% fee that is already included in the budget declared by the client. The minimum to activate a campaign is EUR 2,000 plus VAT, fee included.
Alchemyst
LAB srl
Alchemyst LAB Srl is a startup listed as an innovative startup, founded by industry professionals and backed by an international technical development team. It is registered with the AGCOM (Register of Communications Operators).
Team
Fabio Ferrara
CEO
​
CEO & Founder – Sole Director. Creator of Alchemyx and responsible for product vision, go-to-market, and partnerships. Leads the definition of the platform's workflow, commercial strategy, relations with publishers/advertising agencies, and institutional relations. He coordinates the team (CTO and CIO) on MVP milestones, integrations, and execution quality. Ferrara's goal with his project is to make advertising accessible and transparent for Italian SMEs, with clear metrics and a scalable model.
​
Professional Experience:
​
Since 2009, at a well-known media agency (FMedia Srl - Milan): end-to-end responsibility for briefings, target/market analysis, channel strategy definition, purchasing negotiations, and planning for local online and offline channels throughout Italy. Direct management of partnerships with publishers and advertising agencies; coordination with media centers and agencies; supervision of creative content (copy, audio commercials) and digital assets (landing pages and websites).
Since July 2025 - CEO & Founder of Alchemyst LAB Srl: Visionary and creator of the project, responsibility for product and go-to-market, development of partnerships with the media/data ecosystem; definition of KPIs and MVP-first roadmap with adoption metrics and sustainable unit economics; oversight of budget and P&L, compliance (policy/brand safety/GDPR) and project governance.
Davide Catalano
CTO
Head of Architecture and Development at Alchemyx: cloud and data layer design, API integrations (online/offline), security and DevOps standards, AI component orchestration, code quality, and scalability. Leads MVP → pilot roadmap, estimates effort/budget with CEO/CFO, coordinates vendors and team selection; works with AI Expert on pipeline/MLOps and with media partners on technical integrations.
​
Professional Experience:
​
Digital Innovation Studio PLT (2016/present), Founder & CTO: technical management and development of DISPLAYER 2.5; projects for NEC APAC, SMRT, Illy Asia, Bata, and other enterprise clients in Asia.
TVN Media Group (2010/2016): General Manager (since 2012), Director of Televisionet.tv (since 2011), head of IT/web development for the group; projects and events (Grand Prix Advertising/Brand Identity), Ninja Academy e-learning, RCS Sport (iPad app), Social Media strategist for A.C. Milan.
A.R. Communication (2009/2010), Director of Digital Signage & Web: “Riccione Digitale” project (15 interactive totems).
Tunestore s.a.s. (2008/2016), Partner/CTO: web radio solutions; main client Radio 24.
Chong Yoe Yat
CIO
AI Expert. Responsible for AI models and agents for Alchemyx: design, training, and validation of recommendation and budget allocation models; definition of data pipelines and MLOps (training, versioning, deployment, and monitoring); optimization of production performance (latency/costs) and data quality. Collaborates with the CTO on API integrations and with the CEO/CFO on KPIs and campaign effectiveness metrics (accuracy, uplift, conversions). Ensures model security and robustness and contributes to the MVP → pilot roadmap.
​
Professional Experience:
​
Fortune Machine Computer Vision (FMCV) - Founder & Head of R&D (2019–present): development of AI/Computer Vision
and robotics solutions (patent-pending technologies). Projects for the healthcare, manufacturing, and automation sectors. Collaborations with Panasonic,
Dyson, TDK, TKR, Sanwa, Kaifa, TBM.
Southern University College - Industrial Advisory Panel (2024–present): consulting on curricula, applied research, and industry-academia liaison.
Raffles University - Part-time Lecturer (2021–present): advanced courses in AI, ML, Computer Vision, Robotics.
VS Industries - MES Engineer (2017–2018): MES design/implementation for highly complex lines (e.g., Dyson Airwrap), integration with SCADA/PLC and real-time data collection.
Carmen Greco
Socio Fondatore investitore
non operativo di Alchemyst LAB
Sostiene il progetto Alchemyx, offrendo supporto alla governance e al presidio reputazionale, senza ruolo esecutivo né coinvolgimento nella gestione quotidiana del progetto. Grazie all'esperienza maturata in contesti sanitari complessi e alla formazione in Operations Management, è disponibile come sparring partner su temi organizzativi e di people management quando richiesto dal team. Obiettivo: rafforzare la struttura di capitale della startup nella fase pre-MVP e portare una prospettiva esterna su governance e gestione del personale.
Esperienze Professionali:
Fondazione IRCCS Istituto Nazionale dei Tumori, Milano (11/2022 oggi): Responsabile infermieristico Area Dipartimento Chirurgia Oncologica, Anestesia e Rianimazione, con incarico di funzione dipartimentale. Coordinamento infermieristico S.C. Ginecologia Oncologica (03/2018 10/2022). CPS infermiere in Terapia Intensiva; precedenti incarichi in Radioterapia/Oncologia e Chirurgia Colon-rettale (2012 2017). A.O.U. Policlinico "P. Giaccone", Palermo (2017 2018): CPS infermiere U.O. Rianimazione. Docenze: Docente a contratto UNIMI, Corso di Laurea in Infermieristica sezione INT (2023 2026); docente Master LUM in area critica ed emergenza; Istruttore BLS-D, PBLS-D e PHTC dal 2017. Formazione: Laurea Magistrale in Scienze Infermieristiche e Ostetriche 110/110 e lode, Università Cattolica Roma (2022); Master di II livello in Operations Management nelle Aziende Sanitarie, ALTEMS (2024); Perfezionamento in Gestione Strategica del Personale in Sanità, ALTEMS (2024); Master di I livello in Scienze Infermieristiche di Anestesia e Terapia Intensiva, UNIMI-Bicocca (2017); Laurea in Infermieristica, Università Piemonte Orientale (2011); Corso di Formazione Manageriale PNRR, POLIS Lombardia & Università Cattolica (2025, in corso). Pubblicazione scientifica internazionale Elsevier (2019). Iscrizioni OPI Palermo, CNCP, AIOM, SIDMI.
press review
