Hi there, Stefan here!

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Blockchain was once the buzzword of the decade, but where does it actually deliver real business value? While many Fortune 500 companies jumped on the bandwagon during the NFT boom, only a few have managed to integrate blockchain in a way that drives long-term success. Adidas, Prada, and Shell are among them.

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In this episode of the StartToBlockchain podcast, I sat down with Diego Borgo, Web3 Executive Advisor, to break down how these global brands are moving beyond hype-driven experiments to real-world applications like tokenized loyalty, digital product passports, and AI-powered blockchain solutions.

01: Enterprise Blockchain Execution – Why Most Brands Get It Wrong

Blockchain adoption at the enterprise level is no easy feat. Diego pointed out that most brands struggle with execution because they either:

• Treat blockchain as a short-term marketing stunt rather than a long-term business strategy.
• Focus on new audiences instead of delivering more value to their existing customer base.

The companies that succeed, like Adidas and Prada, approach blockchain with clear objectives, infrastructure integration, and a focus on real utility.

02: Beyond NFT Hype – Where Brands Are Actually Using Blockchain

During the 2021 NFT craze, many brands experimented with digital collectibles. But Diego explained that the real value now lies in tokenized loyalty programs, digital product passports, and deeper customer engagement models.

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Take Hugo Boss, for example. Instead of launching speculative NFTs, they’re leveraging blockchain to enhance their membership program, offering real benefits to existing customers rather than trying to attract an entirely new audience.

03: Web3’s Branding Problem – Why Blockchain Still Faces Resistance

One of the biggest hurdles to mainstream adoption? Messaging.

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Diego highlighted that Web3 has an image problem. The industry often confuses potential adopters with technical jargon like “zero-knowledge proofs” and “cryptographic consensus.”

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To bridge the gap, blockchain companies need to shift their focus from technical specs to real-world value-answering "What’s in it for the user?" instead of overloading them with terminology.

04: AI x Blockchain – The Next Big Shift

Another key discussion point was the intersection of AI and Blockchain. Diego believes AI agents could be the key to making blockchain easier to use, more accessible, and even automated.

Imagine AI handling complex blockchain tasks, like bridging assets across chains or managing smart contracts, so users don’t have to interact with complicated wallets or transactions themselves.

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Beyond usability, Diego also pointed to a growing need for blockchain-based authenticity tracking as AI-generated content floods the internet. In the future, brands may use blockchain to prove the authenticity of digital content and combat deepfakes.

05: Real-World Adoption Trends – From Pilots to Infrastructure

Many enterprises have treated blockchain as a test-and-learn experiment, but Diego sees a clear shift towards infrastructure-based solutions.

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For example, neobanks are already leveraging stablecoins to offer faster, more efficient financial services. Similarly, companies in telecom and finance are using smart contracts for fraud prevention and blockchain-powered supply chain tracking, all of which deliver long-term business impact.

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This move away from marketing-driven pilots toward serious enterprise adoption signals a maturing blockchain market.

Listen (or watch) Now 🎙️

You can catch the full episode on Spotify, Apple Podcasts or YouTube. Subscribe on your favorite platform to stay updated with future episodes. And if you’d like to dive deeper into Diego’s work, be sure to connect with him on LinkedIn.

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If you’re finding this blog and podcast valuable, share it with a friend, and consider subscribing if you haven’t already. See you next time!

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Stefan Colins
CMO @ Venly