Artificial Intelligence, the transformative force that brings us closer to the future of brands

For the general public, Artificial Intelligence came with virtual assistants that offered more precise searches and more efficient assistance, compared to what we had known until then. Over time, we have discovered that AI is much more than a simple search engine and is already seen as an invaluable tool to optimize and improve our daily tasks.

Artificial Intelligence has emerged as a transformative force, opening up a range of unprecedented opportunities for people, businesses and brands. As companies enter this new digital era, the adoption of AI has become a priority on their agendas, to remain competitive and respond to the new demands of their customers.

AI has not only altered the way in which people interact with technology, empowering new skills that were previously unthinkable, but it has also redefined the way in which brands should communicate, relate and provide experiences. In this sense, for brands to be successful in this new paradigm and to be able to take advantage of their full potential, it is necessary not only to have a deep knowledge of the new technological ecosystem that we face, but also to tap and monitor the needs, motivations and barriers of the brands. people in adopting this new reality.

And, to achieve this, companies such as the IPG Mediabrands group of advertising agencies offer services to companies to create with this tool great opportunities to grow brands in a world in full transformation and immersed in a competition to attract interest and be the most competitive as possible. Specifically, at IPG Mediabrands they have launched different developments and services based on AI, identifying four key areas of opportunity: creation and production, segmentation and personalization, advanced measurement or business innovation and automation.

Together with them, La Vanguardia and Foment del Treball are organizing a morning session on June 19 dedicated to the challenges and possibilities that companies can achieve if they let themselves be accompanied by these contingencies that technology brings us. “AI Disruption” will be the title of the information day, which will begin with interventions by David Colomer, CEO Iberia of IPG Mediabrands, Oriol Arjona, General Manager of IPG Mediabrands Barcelona, ​​and María Mora, Director of Innovation at Foment del Treball.

Next, the project will be presented, which will be led by Mapi Merchante, Analytics, Insights & Strategy Director of IPG Mediabrands, Traver Pacheco, Head of Strategy at IPG Mediabrands, Cristina Lera, Chief Data & Technology Officer of KINESSO-IPG Mediabrands, and Miguel Colomer, Head of Cloud Technologies at KINESSO-IPG Mediabrands.

To conclude, a round table will be held that will give way to some examples of how Artificial Intelligence has burst into the brand expansion process, with the participation of José Antonio López, Chief Information Officer of TOUS, Mónica Villas, Co-founder and Co-Director from the OdiseIA training area, and Carles Aldeguer, Director of Process Engineering at CaixaBank. In addition, we will listen to Patricia Coll, journalist specialized in AI and collaborator of La Vanguardia. A talk that will be moderated by Jordi Morral, Managing Director of UM Barcelona.