By Alejandra Duarte
Companies will use more data and technology to join the marketing trends in 2023. It is almost a fact that the use of Artificial Intelligence will change the way companies communicate with their audiences, which is why it is of the utmost importance. that brands are attentive to changes, but above all that they are willing to adapt and evolve over time. The terms Artificial Intelligence, Metaverse and Virtual Reality gain more strength every day and little by little they begin to be adopted by an endless number of clients, therefore they begin to have more influence in advertising and marketing strategies. Voices of leading women in the marketing industry weigh in on the use of Artificial Intelligence to execute effective marketing campaigns in an ever-changing world.
JOHANNA PALACE
Managing Director / Weber Shandwick
“The challenge is to constantly renew and innovate to continue growing. You must be aware of what is being talked about, what is happening in politics, in technology, in the media, what is happening with the public, how the culture in which we are living is shaping up, and that is what inspires, feeds you and what gives you data to innovate and continue growing”.
“Artificial Intelligence is a topic that we have to explore, we have been studying it for a few years, it is an opportunity because it will facilitate many areas of work, but at the same time it requires us to be prepared. We have to be prepared to take advantage of it and put it to good use and also prepared to accompany the changes that come with all these new technologies”.
ARIADNA GIL
Divisional Manager of Marketing Strategy and Planning / Grupo Coppel
“You must learn to balance all the playing fields while still enjoying each one of them. Through a work team everything becomes easier and more enjoyable”.
“I think that taking all the opportunities that technology offers us to maximize benefits is what is in our field as brands, as companies, as families, because it brings a challenge in terms of what to do with technology and how to get the most out of it. family, community and in general as a society. It is up to us to know how to capitalize on it. Finding how to maximize the benefits is what I believe demands from all the spirit of innovation, taking advantage of technological platforms, both entrepreneurship, emerging how large companies and brands can team up to maximize this”.
AYUMI KAMATA
Deputy Director of Mkt Farma, Food Supplements & Pet Care / Grisi
“It is important to put passion in everything that is done and even more so in marketing and communication issues, especially since it requires a lot of time, dedication and sleeplessness.”
“Artificial Intelligence is part of a world that has to continue to grow and develop, however, it will revolutionize many sectors. Today all industries have to have the chip that will be essential for the growth and strengthening of companies. In consumer issues we will be able to understand habits and consumption much better, while in the marketing part the analyzes will benefit. Artificial Intelligence will make us much faster and more efficient, it will practically speed up processes thanks to the fact that it takes many sources, processes them quickly and delivers data to you in seconds”.
LILIANA HERNANDEZ
General Manager Makeup Category / L’Oréal
“It is important to be very numerical, you have to go to the analysis, to the data, marketing is different every day. Even the campaigns that are being carried out are different day by day, you have to reinvent yourself to break all the barriers. An example was given to us by the pandemic, with which makeup practically disappeared, we did not paint our eyes or lips, so it became a great challenge to return consumers to the category.
“AI has definitely come a long way and I agree that we should be careful how we use Artificial Intelligence, how we are really advancing and measuring this progress within technology, in the end nothing replaces the human. We have to be careful and very responsible when using it.”
MICHAEL JORDANA
Sr. Brand Director / Danone Mexico
“You have to be focused on your strengths and your opportunities, you have to use your strengths as a springboard, and you always have to be authentic.”
“Artificial Intelligence is a subject for which we still do not have the answers because we have not yet finished knowing it, nor knowing its capacity. It depends on the use and utility that we give it, I think that Artificial Intelligence asks us where the positive part of humanity is and the not so positive part and how we take these issues responsibly so that they really are an improvement and not something that can be derailed ”.
FERNANDA CAMPOS
Managing Director / PHD Media
“The growth of the company must always be a challenge, growth must be achieved together, you must always have the best customer evaluations. We cannot forget that clients are people, that is why treatment is very important”.
“Artificial Intelligence is going to replace many jobs, I personally am concerned, especially since this is about people, I recently read that humans will have to develop another skill within six years, although at the same time the use of Artificial Intelligence drives us crazy above all because of what we can already create”.