Pedro Nieto, SVP Digital Porter Novelli
With 15 years of work in the world of digital marketing, Pedro Nieto has witnessed the change in the thinking of companies, since they went from seeing it as risky to open social networks, to an era in which, with knowledge, experience and responsibilities, the industry already demands specialists like him, in digital strategy to solve the corporate needs of regional accounts and international brands.
This led him to be the first person hired at Porter Novelli, with a 100 percent digital role, which has led him to see the area grow, both in number of collaborators and in clients, services, and recognition.
Nieto has been able to address the use of new technologies such as Artificial Intelligence, with brands adapting to spaces driven by technological novelty and a maturation and adaptation of the ecosystem to be more accessible, which will allow companies to have a greater scope in their actions. .
“Personally, I am excited to see how artificial intelligence will evolve and be applied in our lives. For example, I’m experimenting with the Replika app, a custom chatbot. I am training it to help me learn a new language, create new habits, etc. On the other hand, I understand the concern of various specialists regarding stopping the evolution of Artificial Intelligence, but as happened to us a few years ago with the use of the Internet or social networks, it is our responsibility how we use these tools”, he confesses.
Along with these tasks, Nieto knows that he must have greater responsibility in the information that is consumed and shared; the media that are consulted and the ethical way in which social networks are approached.
Undoubtedly there are tasks of a significant magnitude in the way digital is consumed, although in the end the advancement of digital is total and involves exploiting new technologies to make time more efficient, collect information and facilitate ideas, without neglecting the development of Opportunity areas in matters of copyright and information verification that developments such as ChatGPT bring with them, to serve clients, audiences and achieve the successful detonation of a campaign.