AI in Marketing: Strategy, Data, and Consumers
AI in Marketing: Strategy, Data, and Consumers
https://lavozmadrid.es/en/madrid-capital/general/ai-revolutionizes-marketing-keys-for-businesses
Publish Date: 2026-06-20 04:16:00
Source Domain: lavozmadrid.es
Generative Artificial Intelligence is consolidating as a key tool in the current business landscape, transforming marketing strategy, data analysis, and consumer relationships.
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…
