Identità digitale dell’impresa: ricostruzione concettuale, forme e tecniche di protezione

Traditionally, the entrepreneur’s identity was expressed through the firm name and other distinctive signs; today, also through domain names, nicknames, aliases and other “technical means” able to draw its digital identity even if referable more to the business organisation than to its owner. This weakens connections between the latter and its creator. The essay investigates, firstly, whether the rise of an objective and quantifiable value, subsumed in the identity of firms, allows for its transferability to third parties. The second part of the paper, paying specific attention to the web, addresses some questions about the role of digital identity with respect to the activities of several new economic actors, such as influencers, marketplaces and users of artificial intelligence tools.