SIDN Digital Thinking and Liferay analyze the present and future of AI in digital marketing

[tasnimsanika00]

On March 14 , digital business consultancy SIDN Digital Thinking and its partner Liferay held a round table in which several professionals debated and analyzed the development of artificial intelligence and its growing role in digital marketing. The event, presented under the title “How AI is disrupting digital marketing,” was moderated by Jesús Moya, CEO and Founding Partner of SIDN Digital Thinking .

The round table participants , professionals specialised in different areas of digital marketing, were Andrés Jimenez, former CDO at Alain Afflelou; Jesús Moya, CEO of SIDN Digital Thinking; Carmen López, CDO at Just Eat Takeaway.com; Sao Knul, CRM Leader at Decathlon Spain and Rafael Lluis, Global Director, Sales Engineers at Liferay Spain.

SIDN Digital Thinking and Leferay
This meeting, which promoted “SinergI.A” among professionals, took place at Liferay’s corporate facilities, with the attendance of a select group of professionals from the sector. In this way, in a round table format, the importance of artificial intelligence in digital marketing and in all areas of it that directly affect the end user was presented.

From the most recent use cases in the fields of Data, CRM or SEO to the latest trends and practices used, the guests expressed their professional vision of what can be expected from AI in the present and in the coming years.

The emergence of AI in digital marketing: why now?
The development of new technologies that promise a complete change in our way of life or even in the way companies work is no exception. In recent years we have witnessed the presentation of the Metaverse and other technological advances, which have not always represented the disruption that was expected. However, AI does seem to be here to stay.

This was the question posed by the guests at this round table of SIDN Digital Thinking and Liferay, who began the event by asking themselves whether AI is a paradigm shift that will live up to expectations.

Carmen López mentioned figures that confirm this: “Currently, 30% of companies claim to use generative AI” and this increase is expected to be exponential over the next few years, according to the CDO of Just Eat.

For his part, Andrés Jimenez agreed with this approach , emphasizing the expectations that AI offers in various sectors, a very big revolution that can be taken advantage of not only from marketing, but also from logistics, financial, etc. departments. In this way, the possibility of a sectorized AI development is raised , that is, with a specialized application to each of the professional sectors.

The real challenges that AI represents if we want to take advantage of it well
The professionals participating in this round table on AI in digital marketing unanimously explained that the current situation is the result of a process and work that has been underway for some time. In any case, where AI is heading and how to take advantage of it in each company is something that remains to be discovered.

Sao Knul explained that with AI "we need education, to know how to take advantage of it and make good use of it." The CRM Leader at Decathlon Spain agreed with the rest of the participants that this technological advance did not represent a danger in terms of jobs, but rather should be seen more as an assistant, a support service or help for professionals, to even create more creative content.

But in addition to the learning factor, the event brought up a very important topic that must be inherently linked to the development of artificial intelligence, which is the need for user data privacy , the proper use and exploitation of this information by the company, and the final personalization of the customer experience and service, to find an environment of coexistence.

Adapting legislation to AI, another aspect raised at the round table of the digital business consultancy and Liferay, is a key point for its development to follow the correct course and to be well-used by companies and users.

Rafael Lluis raised the issue of how the Data Protection Act that has been developed in recent years, following the advance in the information processing of Internet users, has at no time been a brake on technological development and has not hindered the online experience, but rather the opposite.

AI in business models: specific cases and recommendations for use
This meeting of professionals specialised in different business areas allowed us to discover part of the potential that AI represents for the business models of current companies.

Among other reasons, because the guests agreed to talk about some specific practical cases of great interest, such as the use of artificial intelligence to recognise personal physiognomy and know if a garment will fit us well; its adaptation to the optical sector for a similar purpose, to know if glasses are suitable for our face; the advances in geolocation linked to variables such as the weather or seasonality, to select the establishments that can serve you faster at home; or the improvement that it has brought (and will continue to bring) to the already established use of chatbots on all types of websites.

In addition to this high-value contribution, the professionals participating in bulgaria whatsapp list the event “ How AI is disrupting digital marketing ” by the consulting firm SIDN Digital Thinking and Liferay, recommended that companies that want to take advantage of AI in their business models first tackle small projects, applied to day-to-day life and, based on these developments, analyze where they could lead to improve their competitiveness.

What is the future of AI in digital marketing?
Jesús Moya, as moderator of the round table , ended the meeting by asking the question that all professionals in this field ask themselves: what future is artificial intelligence heading towards?

The guests agreed on the undeniable presence of AI in the present and future of companies, highlighting that it is here to stay, but there is still much to be done with it. Its uses can be infinite and will be limited both by the progressive advance of legislation on the subject , as well as by the investment that companies undertake when it comes to taking advantage of AI to better understand what customers think and feel, to improve their experience , offer totally personalized treatment, etc.

All of this is based on professionals and users who, with good management, can get the best out of it. Because, as was concluded at the event, without people behind the technology, it is impossible to achieve any objective.

Newsletter
Subscribe to our newslett