The Autonomous University of Madrid Foundation (FUAM), in collaboration with Madrid Network and supported by the Community of Madrid and the European Regional Development Fund (FEDER), organized the TertulIA_UAM in Marketing. The event, themed "AI as a Transformer of Strategy, Data Analysis, and Consumer Relations," brought together experts to discuss AI's impact.
Rocío Schettini, Director General of the UAM Foundation, opened the event, emphasizing the role of these initiatives, supported by the Community of Madrid, in analyzing how AI affects all knowledge areas and future professionals transversally.
Gema Sanz, Director of Institutional Relations at Madrid Network, moderated the discussion, highlighting her entity's mission to "unite university knowledge with business knowledge." She posed the central question: "Artificial Intelligence is already changing how companies analyze data, segment audiences, and make decisions. The question is whether it will also help us understand people better."
Luis Martín Pérez, Director of AI Solutions for communication and marketing at LLYC, delivered the keynote speech. He stated that "AI has become the main prescriber right now" and warned that conversational models are replacing traditional websites as traffic sources. His message was clear: "If AI doesn't read you, if AI doesn't discover you, you don't exist."
During the panel discussion, Martín Pérez demystified AI, calling it a "tool" rather than a "magic solution." He cautioned against the risk of cloned messages, noting that AI "will amplify what you have previously built." He stressed that AI rewards narrative homogeneity while penalizing dispersion, making a solid brand narrative essential.
Experts debated AI implementation, with Luis Martín emphasizing that "the biggest corporate mistake today is not valuing the human element of the process." He warned against assuming AI would automate or replace staff, stating, "we are disappearing if we start doing that."
Jaime Romero, a professor at UAM, presented studies showing AI's profitability by "increasing customer acquisition and satisfaction," but cautioned against "hyper-segmentation" that could make consumers feel "attacked."
Natalia Rubio, a professor at UAM, asserted that "the meaning of the brand will have to be built by the brand itself" and advocated for understanding that "AI must help us and improve our skills, not take them away."
Raúl Calleja, Events General Manager at SHOW2BE, summarized technological integration with a business focus: "It either sells or helps us sell." He highlighted the need for "great human judgment and senior experience" to validate AI responses.
The event concluded with Gema Sanz's reflection: "Talent will remain our main sustenance. Artificial Intelligence will be a great vitamin supplement."
