To respond to these challenges and meet the needs of different generations, the marketing field is integrating exponential technologies, with a clear commitment to AI, in order to adapt to the demands of each potential customer. Within this framework, Digital Enterprise Show 2024, the largest European event dedicated to exponential technologies, will host the Digital Marketing Planet forum, with the support of Clear Channel, from 11 to 13 June in Malaga, Spain, which will examine the influence of recent digital tools in this current paradigm of persuasion.

The likes of Neil Patel, ranked by Forbes as one of the top 10 marketing specialists; Mihaela Tudor, Global Vice President and Country Leader at the European Women's Association, and Josep Celaya, Chief Customer, Marketing & Data Officer at Nationale-Nederlanden, will showcase the innovations and trends that are transforming the sector. In addition, leaders from well-known companies such as Santander, Coca-Cola, L'Oréal, Mahou San Miguel and Palladium Hotel Group will explore the transformation that the consumer's role in relation to brands is undergoing as a result of technological innovation.

Successful cases of great impact

Tous managed to connect with millions of users thanks to a viral challenge on TikTok where nail art creators were invited to participate in a contest in which they had to create styles with pieces from a new nail jewelry collection called Tous Claws. The community of the entertainment platform was in charge of deciding the winning proposal, which resulted in a limited edition kit that sold out quickly. DES2024 will show first-hand this success story with Anaïs Durand, Marketing and Communication Director at Tous, and Teba Lorenzo, Sales Country Manager at TikTok, as well as bringing to the table the collaboration between Miravia, Alibaba's marketplace in Spain, and Nivea, with the purpose of sharing inspiring models of how companies use current digital channels to increase their sales.

For its part, and with a view to showcasing projects already on the market, the summit will delve into the curious story of Alba Renai, the first virtual influencer created and trained by generative AI in Spain. She will be presented by Silvia Velasco, CEO of Be a Lion, a subsidiary of the Mediaset group, the company that created and produced it. Along with these stories, Jesús Mutiozabal, Omnichannel Lead at Sanofi, Florencio Castro, Director of Customer Experience at Planeta Formación y Universidades, and Fares Kameli, CIO at La Casa de las Carcasas, will explain their testimonies of the application of AI in marketing in their respective businesses.

Creativity, better with AI

Generative AI has been a revolution in communication for its contribution to enhance creativity, create content and automate processes, among other factors. These aspects will be analysed at the summit by María Carmen Fernández, Chief Innovation Officer at Grupo Mediapro, and Francisco Asensi, Head of strategic partnerships & innovation at DeAPlaneta Entertainment, who will also explore how the innovative solution combines with branded entertainment. In turn, Nicolás Madoery, dedicated to the design of strategies for music projects, digital marketing and training in music management, and Luis Moreno and Adam Colyer, co-founders of AI Create, will detail the role of artificial intelligence in the processes of artistic expression.

Another of the scenarios where AI has burst with force is in the personalization of customer experiences, where it has managed to adapt the information to the needs of each user to the maximum, giving the opportunity to boost, at the same time, predictive analytics. José Díaz, loyalty marketing specialist at Mutua Madrileña, and Álvaro Millán, who leads Ikea's customer experience for Europe, will give the keys to take advantage of AI in order to offer exceptional experiences and stay ahead in today's competitive landscape. They will be joined by Marian Otamendi, Director of World Football Summit, and Antonia Varela, Director of the Starlight Foundation, who will reflect on the advances reshaping experiences in the entertainment, events and tourism sectors.

Continuing with the construction of hyper-personalized moments, immersive and virtual technologies are developing a fundamental role for the additional capabilities they provide in helping the customer in the purchase choice. This issue will be brought to the table at DES by Jolanda Tromp, consultant specialising in Extended Reality and professor at the State University of New York; David Moreno, Co-Chair of the Business Committee of the VR/AR Association and Carolina Salazar, CEO of the innovation agency, Design Thinking Sweden.

Deepfakes', the other side of AI

Likewise, DES will be the event that will navigate the other side of AI: the risks and threats it poses when used in a fraudulent way by creating fake content or pseudo-news. Amy Peck, founder and CEO of exponential technologies consultancy, EndeavorXR; Serafin I. Bailey, marketing analyst on the sports and entertainment sectors; Alberto Diaz, director of Migration, a consultancy that guides organisations in their digital transformation, or Dion Hinchcliffe, vice president of CIO Practice at The Futurum Group, will address the challenges associated with 'deepfakes', their impact and ethical considerations. Also, Michael Sheldrick, Co-Founder and Chief Impact, Policy and Government Affairs Officer at Global Citizen will explore the dangerous intersection between misinformation, digital rights and social media platforms.