For Fabiola Gómez Martínez, Digital Hub Lead At Essence Mediacom, AI continues to develop and in the coming years expect more innovation and simplified processes in all areas.
“Today we have and use Siri, Alexa or the Machine Learning that help us optimize, or ChatGPT, which is already a more advanced system, to hold conversations, but I consider that the evolution of AI will occur in the not too distant future,” he said.
Likewise, consider that in matters of marketingthe analysis of this data, combined with consumption habits, allows for precise audience profiling where they not only deliver messages to interested people, but also improve the user experience.
“AI will contribute to improvements in ROI, reduction of processes and man hours, closeness and strengthening with consumers through chat botsor virtual assistants, and all thanks to data analysis” he commented.
For Gómez Martínez, covid-19 forced greater use of the Internet. “OOH disappeared, and we went to the platforms, I think this boosted Mexico a lot in the use of technology and today we are adopting new models, platforms, and conventional media are being added to digital purchases, such as audio, DOOH, and CTV” he noted.
Finally, he considers that the Mexican consumer has adopted technology very well, from teleworking, to making all kinds of purchases online, clothing, food, shoes, electronics, dog food, among other products.
“I believe that in general the consumer seeks to simplify their lives and be able to dedicate more time to other activities. Agencies and the industry are moving forward by automating their processes, or testing new technology such as attention studies, to really see if consumers are seeing advertising, and many other technologies to solve and reduce human work.”
To this idea he added: “Today consumers have access to brands, and they can give their opinion and often demand things that make brands responsible for quality, service and response time, which challenges the industry to be competitive. fast and transparent. We are in a time where consumerism demands that brands and those who advertise be precise so as not to miss the opportunity.”
Finally, consider that there is a lot of responsibility in technology. “It is the industry’s responsibility to analyze carefully which people, ages and with what messages we are reaching and think about what type of society we are creating.”
