Company
A technology lab for business advertising.
Alchemyst LAB S.r.l. is an innovative startup under Italian Law 221/2012, incorporated on 14 July 2025 and listed in the register of innovative startups since 10 October 2025. Registered with the AGCOM ROC, member of Assolombarda.
Our mission
We believe every business, whatever its size, deserves access to multichannel advertising. 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 buying them takes time, relationships and know-how.
We use artificial intelligence to remove that barrier: a guided brief, a data-driven plan, direct purchase of the space.
The name
Alchemyx comes from Alchemy plus MediaMix: the final x stands for the mix of media. Alchemyst LAB came later, as the company name: alchemy is done by the alchemist, and the alchemist works in a lab.
Our motto is the alchemists’ own, solve et coagula, dissolve and combine: the platform breaks down a company’s budget and recombines it into a single plan across online and offline media.
The team
- Fabio Ferrara
Fabio Ferrara
CEO and Founder
More than fifteen years of media planning and advertising in agencies, on local online and offline channels across Italy. Leads product, go-to-market and relationships with publishers and sales houses.
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, with direct relationships with publishers and sales houses. Since July 2025 CEO and Founder of Alchemyst LAB: originator of the project, responsible for product and go to market, the media and data ecosystem, KPIs and roadmap, budget and P&L, compliance and governance.
- Davide Catalano
Davide Catalano
CTO and Co-founder
Responsible for the cloud architecture and data layer, online and offline API integrations, security and the orchestration of the AI components.
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. A.R. Communication, 2009-2010, head of digital signage and web. Tunestore, 2008-2016, co-owner and CTO: web radio solutions.
- Chong Yoe Yat
Chong Yoe Yat
CIO and AI Expert
Responsible for the recommendation and budget allocation models, data pipelines and MLOps, and the performance of models in production.
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. Raffles University, since 2021, part-time lecturer in AI, machine learning, computer vision and robotics. VS Industries, 2017-2018, MES Engineer.
- Carmen Greco
Carmen Greco
Founding shareholder and investor
Supports the project with no executive role. Brings an outside perspective on governance and people management.
Director of Health Professions at Fondazione IRCCS Istituto Nazionale dei Tumori in Milan, working on organisational improvement, people management, quality and safety of care. Adjunct lecturer at the University of Milan. Master’s degree in Nursing and Midwifery Science with honours, second-level master in Operations Management for healthcare organisations. At Alchemyst LAB she has no executive role: she helps strengthen the capital structure in the early phase.
Company details
- Company nameAlchemyst LAB S.r.l., an Italian limited liability company
- Registered officePiazza Castello 19, 20121 Milan, Italy
- IdentifiersVAT and tax code IT14297210966 · REA MI-2772603 · AGCOM ROC no. 43945
- Share capital€ 10,000, paid in € 2,500
- Incorporation14 July 2025; listed as an innovative startup since 10 October 2025
- ProductAlchemyx, alchemyx.ai
Programs and memberships
NVIDIA Inception
Since 2026 Alchemyst LAB is a member of NVIDIA Inception, the NVIDIA program for startups building artificial intelligence solutions.© 2026 NVIDIA, the NVIDIA logo, and NVIDIA Inception are trademarks and/or registered trademarks of NVIDIA Corporation in the U.S. and other countries.
Microsoft for Startups
Since October 2026 Alchemyst LAB is part of Microsoft for Startups, the Microsoft program for startups.Microsoft and Microsoft for Startups are trademarks of the Microsoft group of companies.
Assolombarda
Alchemyst LAB is a member of Assolombarda, the association of businesses in the Metropolitan City of Milan and the provinces of Lodi, Monza and Brianza and Pavia.Alchemyst LAB on assolombarda.it
Sustainability and code of ethics
The Sustainability Policy with the 2026-2027 ESG targets, the principles of the Code of Ethics, the whistleblowing channel and the documents to download, signed in the original.
Frequently asked questions
When was Alchemyst LAB founded?
On 14 July 2025. It has been listed in the Italian register of innovative startups 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 shareholder and investor with no executive role.
Where does the name come from?
Alchemyx combines Alchemy and MediaMix; Alchemyst LAB is the alchemist’s lab. The motto is solve et coagula, dissolve and combine.