AI in Marketing: Strategy, Data, and Consumers

Source Domain: lavozmadrid.es

Generative Artificial Intelligence (AI) is becoming increasingly vital in business for transforming marketing strategies, data analysis, and consumer relations.
The Autonomous University of Madrid Foundation (FUAM) partnered with Madrid Network to organize the TertulIA_UAM in Marketing, focusing on AI’s impact.
The event highlighted AI’s influence on how companies analyze data and segment audiences, aiming to understand people better.
Luis Martín Pérez emphasized that AI has become crucial, replacing traditional websites as primary traffic sources, stating that organizations must ensure AI recognizes them.
AI should be seen as a tool that augments existing narratives rather than a magic solution, supporting consistent brand storytelling.
Participants cautioned against over-reliance on AI, stressing the importance of the human element and maintaining narrative homogeneity.
AI can enhance customer acquisition and satisfaction, but hyper-segmentation can backfire by making consumers feel targeted in an overaggressive manner.
Raúl Calleja emphasized that AI should either directly sell or assist in the selling process, necessitating human judgment and senior experience to guide its implementation.

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