Generative Artificial Intelligence (AI) is no longer the future; it is the present that is rewriting the rules of the market. This was demonstrated at the TertulIA_UAM in Marketing, held under the title "AI as a transformer of strategy, data analysis, and consumer relations."
This high-level meeting, framed within the InnoUAMos Event Cycle, was organized by the Foundation of the Autonomous University of Madrid (FUAM) in collaboration with Madrid Network, and had the support of the Community of Madrid and the European Regional Development Fund (ERDF).
The event began with a strong institutional tone thanks to the official welcome by Rocío Schettini, general director of the UAM Foundation. During her opening speech, Schettini highlighted the role of these cycles, supported by the Community of Madrid, in analyzing how AI transversally impacts all areas of knowledge and the future professionals being trained at the university.
The day was moderated by Gema Sanz, Director of Institutional Relations at Madrid Network, who emphasized her entity's role as a meeting point to "unite university knowledge with business knowledge" and placed the debate on one of the great business questions of our time: "Artificial Intelligence is already changing the way companies analyze data, segment audiences, and make decisions. The question is whether it will also be able to help us better understand people." AI as the new great prescriber and the trap of "sounding all the same."
The initial highlight was the keynote speech by Luis Martín Pérez, Director of AI Solutions for communication and marketing at LLYC. The expert delivered a forceful message to brands, stating that "AI has become the main prescriber right now." Martín Pérez warned that conversational models are replacing traditional websites as traffic sources, leaving an undeniable maxim for business survival: "If AI doesn't read you, if AI doesn't discover you, you don't exist."
Already during the development of the round table, Martín Pérez wanted to demystify technology before the executives present, recalling that "AI is not a magic solution. AI in the end is a tool". Faced with the risk that all companies end up issuing cloned messages, the executive warned that artificial intelligence "what it is going to do is amplify what you have previously built". Therefore, he pointed out that the machine "rewards homogeneity in the narrative and what it especially penalizes is dispersion", making it essential for brands to have a solid narrative before relying on algorithms.
Profitability, ethics, and the absolute vindication of human talent
Under the accurate moderation of Gema Sanz, the panel of experts debated the real implementation of these tools. In this regard, Luis Martín was emphatic in pointing out that the biggest corporate failure today is "not valuing the human part of the process". The LLYC expert stated that "thinking that AI automates, that AI replaces [...] is almost the worst thing we can do because we will disappear if we start doing that".
This defense of people was unanimously shared by the rest of the speakers. Jaime Romero, a professor at the UAM, confirmed with studies that technology is already profitable because "it increases customer acquisition and on the other hand increases satisfaction", but he warned of the risk of hyper-segmentation that leads the consumer to feel "attacked by the very high level of personalization".
For her part, UAM professor Natalia Rubio emphasized that "the meaning of the brand will have to be built by the brand itself" and launched a powerful plea stating that "we have to understand that AI must help us and improve our skills, not take them away from us".
In the same vein, Raúl Calleja, Events General Manager at SHOW2BE, summarized technological integration with a ruthless business approach: "Either it sells or it helps us sell". Calleja also highlighted that AI inexcusably requires great human judgment and *senior* experience to validate the quality of its responses before going to market.
The meeting concluded with a reflection from Gema Sanz: "Talent will continue to be our main sustenance. Artificial Intelligence will be a great vitamin supplement".