The Veneranda Fabbrica del Duomo di Milano is among the first Italian cultural institutions to adopt Sensor, an innovative platform developed by technology company Evolution Group, to counter the phenomenon of online scalping and defend the integrity of official sales channels. The phenomenon of secondary ticketing, unauthorized resale of tickets at inflated prices, is a growing threat to cultural events and museums, with negative impacts on transparency, accessibility and user trust. To address it, the Factory has chosen a high-tech solution based on artificial intelligence, predictive analytics, and real-time monitoring of digital flows.
Sensor is not just a monitoring tool, but a dynamic platform that integrates intelligent scraping, machine learning, semantic and predictive analytics to detect anomalous behavior in the ticket market and protect sensitive visitor data. Designed to be modular and cross-cutting, Sensor adapts to different contexts: from digital fraud prevention, to reading online sentiment about events and exhibitions, to advanced collection and interpretation of user feedback, with a view to both cultural and commercial decision support. The algorithm is able to constantly monitor and analyze the web, including search engines, social media, booking sites, and international retailers, to intercept suspicious domains, abnormal price fluctuations, and potentially fraudulent listings.
In the case of the Veneranda Fabbrica del Duomo, Sensor was specifically calibrated to counter unauthorized resale of access tickets to the Monumental Complex, which welcomes millions of visitors from around the world each year. The system automatically detects suspicious content, such as duplicate ads, redirects from unofficial sites, phishing attempts related to “fast track” or “skip the line” tickets, and behavior that does not comply with official prices. Signals are aggregated into structured alerts, which are then vetted by a human team of analysts that assesses their actual criticality and determines whether they should be flagged or corrective action taken.
This human-machine synergy is one of the hallmarks of the platform: machine learning automates detection, while the analytical team constantly refines parameters to reduce false positives, improving the accuracy and reliability of the system over time. The choice of the Fabbrica del Duomo di Milano represents a pioneering case in the Italian cultural landscape, where the issue of cybersecurity applied to the enjoyment of cultural heritage is increasingly urgent, but still little addressed in a systemic way. The case of the Duomo could soon set the standard for other Italian museums, archaeological and religious sites, where digital ticketing management is often vulnerable to unauthorized intermediation and commercial manipulation.
“Sensor is part of a broader strategy to protect our visitors and digital channels,” says Emanuele Callioni, Digital Initiatives Coordinator of the Veneranda Fabbrica del Duomo. “It allows us to act promptly, reducing the risks associated with fraudulent resale.” The technology is one of the solutions developed as part of Urban MIS, the spin-off created by Evolution Group in collaboration with the University of Salerno, with the aim of applying artificial intelligence and predictive analytics to the challenges of cities and the cultural sector.
“Sensor was born from a real need that we intercepted by collaborating with cultural entities and administrations,” says Marco Lenoci, CEO of Evolution Group. “It is not just about countering online scalping, but about restoring control and transparency to those who manage cultural heritage.”
“We chose to experiment with Sensor because we believe that innovation and public protection must go hand in hand,” says Valentina Gallazzi, Head of Visitor Services, Marketing and Fundraising at the Veneranda Fabbrica del Duomo di Milano. “The goal is not only to prevent the phenomenon of secondary ticketing, but to ensure an authentic, safe and accessible cultural experience.”
“The adoption of advanced technologies such as Sensor allows us not only to monitor the web in real time, but also to act proactively to protect the integrity of our brand and content,” stresses Sokol Dhana, ICT Manager - Information Systems. “We are committed to creating a transparent and secure digital environment to counter illegal business practices that damage both the reputation and experience of our visitors.”
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