{"id":21130,"date":"2024-12-04T14:41:55","date_gmt":"2024-12-04T12:41:55","guid":{"rendered":"https:\/\/madisonmk.com\/vi-madxchange-data-ai-2024-future-ai-innovation-that-transforms-results-that-impact"},"modified":"2025-02-03T13:41:19","modified_gmt":"2025-02-03T11:41:19","slug":"vi-madxchange-data-ai-2024-future-ai-innovation-that-transforms-results-that-impact","status":"publish","type":"post","link":"https:\/\/madisonmk.com\/en\/vi-madxchange-data-ai-2024-future-ai-innovation-that-transforms-results-that-impact","title":{"rendered":"VI MADXChange DATA &amp; AI 2024: Future AI \u2013 Innovation that transforms, results that impact."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">The <strong>VI MADXChange DATA &amp; AI 2024<\/strong>, focused on exploring how Artificial Intelligence has become a transformative engine that is redefining the dynamics of the competitive environment and customer experience (CX).<\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"20890\" src=\"https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_052_web-1024x683.jpg\" alt=\"\" class=\"wp-image-20890\" srcset=\"https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_052_web-1024x683.jpg 1024w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_052_web-300x200.jpg 300w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_052_web-768x512.jpg 768w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_052_web-1536x1024.jpg 1536w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_052_web-930x620.jpg 930w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_052_web.jpg 1924w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h5 class=\"wp-block-heading\">AI and Behavioral Economics: Marketing Innovation with BELA<\/h5>\n\n<p class=\"has-text-align-left wp-block-paragraph\"><strong>\u00c1lvaro Gavi\u00f1o Gonz\u00e1lez<\/strong>, Behavioral Economics Principal Manager at <strong><a href=\"https:\/\/www.bbva.es\/personas.html\">BBVA<\/a><\/strong>, addressed how Artificial Intelligence is revolutionizing behavioral economics. During the meeting, the basic principles of this discipline were addressed, showing how cognitive biases can be used strategically to personalize experiences. <\/p>\n\n<p class=\"wp-block-paragraph\">Key points of the presentation:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\">Behavioral economics and human decisions<\/span>: during the presentation, he highlighted how this discipline analyzes the biases that affect our decisions and how understanding these patterns allows us to anticipate behaviors and adjust strategies more effectively.<\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\">BELA:<\/span> This project was the central axis of the intervention, a platform that uses natural language processing (NLP) to adapt messages to the cognitive characteristics of different customer segments, optimizing both click-through rates (CTR) and user experience.<\/li>\n<\/ul>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\"><\/figure>\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong><strong>Panel 1: AI as a catalyst for quality of services<\/strong><\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The first panel highlighted the impact of AI on improving the customer experience in key sectors such as transportation, telecommunications, and banking.<\/p>\n\n<p class=\"wp-block-paragraph\">Panel keys:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\">Flow optimisation:<\/span> in the airport sector <strong>\u00c1lvaro de Ram\u00f3n<\/strong>, head of the customer experience division, presented the case of<strong> <a href=\"https:\/\/www.aena.es\/es\/pasajeros\/pasajeros.html\">Aena<\/a><\/strong>, and how AI is revolutionising the management of passenger flows. In addition, the use of real-time data analytics has made it possible to reduce waiting times and improve the overall user experience. <\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\">Personalization and efficiency<\/span>: in the telecommunications sector,<strong> Mayte Alarc\u00f3n<\/strong>, CX Director at <strong><a href=\"https:\/\/www.finetwork.com\/?utm_campaign=13554305692&amp;g_id=123901215779&amp;utm_source=google&amp;utm_term=finetwork&amp;p_n=&amp;utm_medium=paid_search&amp;gad_source=1&amp;gclid=CjwKCAiA9bq6BhAKEiwAH6bqoD-8PQufRpatt0LFEqWXGgXfFuau-UmXW172PbQHBCTRU5hxAN3pWhoCr7wQAvD_BwE&amp;gclsrc=aw.ds\">Finetwork<\/a><\/strong>, discussed how the company is preparing to transform its relationship with customers thanks to AI. In the short term, they are already working to personalize marketing campaigns in pilot and learning mode.   <\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\">Adapted financial solutions<\/span>: in the financial field, <strong>\u00c1lvaro Gavi\u00f1o<\/strong> explained how machine learning models can identify specific needs to offer personalized solutions, increasing customer satisfaction and loyalty.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">The panel underlined the importance of balancing technological innovation with ethical responsibility, ensuring that advances in AI are used transparently and for the benefit of users.<\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"20870\" src=\"https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_082_web-1024x683.jpg\" alt=\"In the second panel of experts of the VI MADXChange Data &amp;amp; IA had companies such as Aena, Finetwork and BBVA.\" class=\"wp-image-20870\" srcset=\"https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_082_web-1024x683.jpg 1024w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_082_web-300x200.jpg 300w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_082_web-768x512.jpg 768w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_082_web-1536x1024.jpg 1536w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_082_web-scaled.jpg 2048w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_082_web-930x620.jpg 930w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\">From left to right, \u00c1lvaro de Ram\u00f3n, Head of the Customer Experience Division at Aena, Mayte Alarc\u00f3n, CX Director at Finetwork, and \u00c1lvaro Gavi\u00f1o, Behavioral Economics, Principal Manager at BBVA.<\/figcaption><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong><strong>Democratizing AI and committing to sustainability<\/strong><\/strong><\/p>\n\n<p class=\"has-text-align-left wp-block-paragraph\">During the presentation by <strong>Emilio Nestal<\/strong>, Director of Technology and Innovation at <strong><a href=\"https:\/\/aws.amazon.com\/es\/free\/?gclid=CjwKCAiA9bq6BhAKEiwAH6bqoGCbAs89mX8wJqCnBoUXY1UdeEzWD60tBj4Hl-KdIznGuU-57SOyJBoCj8cQAvD_BwE&amp;trk=2d5aad89-991b-4184-98b5-1f562e3102c8&amp;sc_channel=ps&amp;ef_id=CjwKCAiA9bq6BhAKEiwAH6bqoGCbAs89mX8wJqCnBoUXY1UdeEzWD60tBj4Hl-KdIznGuU-57SOyJBoCj8cQAvD_BwE:G:s&amp;s_kwcid=AL!4422!3!561218200770!e!!g!!aws!15250970096!135343037928&amp;all-free-tier.sort-by=item.additionalFields.SortRank&amp;all-free-tier.sort-order=asc&amp;awsf.Free%20Tier%20Types=*all&amp;awsf.Free%20Tier%20Categories=*all\">AWS<\/a><\/strong>, it was addressed how the democratization of Artificial Intelligence is transforming opportunities for companies, with the cloud as a key driver of this change.<\/p>\n\n<p class=\"wp-block-paragraph\">Keys to the intervention:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\">Expanded access to AI:<\/span> Artificial Intelligence has gone from being a technology limited by computational resources to becoming an accessible solution thanks to the cloud.<\/li>\n\n\n\n<li><span style=\"text-decoration: underline;\">Commitment to sustainability<\/span>: the presentation highlighted the environmental impact of AI and initiatives to mitigate it, such as the integration of renewable energies in data centers.<\/li>\n\n\n\n<li><span style=\"text-decoration: underline;\">Futuristic vision:<\/span> A promising perspective on quantum computing was presented, pointing to it as a key tool for solving complex problems.<\/li>\n<\/ul>\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong><strong>Panel 2: Operational transformation with AI<\/strong><\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The second panel of the event explored how artificial intelligence (AI) is revolutionizing business operations, from automation to process digitization.<\/p>\n\n<p class=\"wp-block-paragraph\">Panel keys:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Risk management<\/strong>: in the financial field, <strong>Fernando de Santos<\/strong>, Head of <strong><a href=\"https:\/\/www.ibercaja.es\/\">Operations at Ibercaja<\/a><\/strong>, presented how AI has been incorporated into risk management and how it has become a fundamental tool for analysing patterns in large volumes of data, allowing fraud to be prevented and credit to be optimised.<\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\">Optimization in industry<\/span>: in the logistics sector, <strong>Sergio Peinado, <\/strong>CIO\/Director of Digital Transformation and Technology at <a href=\"https:\/\/ontime.es\/\"><strong>Ontime Log\u00edstica Integral<\/strong>,<\/a> showed how<strong> automation has redefined efficiency in the supply chain<\/strong> through tools such as intelligent routes and demand prediction models, reducing operating costs and significantly improving delivery times. For his part, <strong>Jorge Mart\u00edn, <\/strong>Digital Customer Care Services Operations Leader, presented how Endesa has adopted predictive models that allow energy production and consumption to be efficiently managed, optimising resources and minimising environmental impact. <\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\"><a>Automated customer<\/a> service:<\/span> in the field of telecommunications, <strong>Florentino Fern\u00e1ndez<\/strong>, IT Director at <strong><a href=\"https:\/\/www.pepephone.com\/?utm_id=NDYNBl1470PP&amp;gad_source=1&amp;gclid=CjwKCAiAmMC6BhA6EiwAdN5iLc3QUQxUksvMXGIU7EUGRcptgke2Ujb_BRndlWQQ0DiOHtsi3AXd7BoC4xAQAvD_BwE\">Pepephone<\/a><\/strong>, provided a perspective focused on the customer experience. In his speech, he highlighted how bots and AI tools have simplified customer service, guaranteeing fast response times and maintaining high quality standards. <\/li>\n<\/ul>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-4 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"20874\" src=\"https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_128_web-1024x683.jpg\" alt=\"In the second panel of experts of the VI MADXChange Data &amp;amp; IA had companies such as Endesa, OnTime, Symio and IberCaja.\" class=\"wp-image-20874\" srcset=\"https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_128_web-1024x683.jpg 1024w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_128_web-300x200.jpg 300w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_128_web-768x512.jpg 768w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_128_web-1536x1024.jpg 1536w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_128_web-scaled.jpg 2048w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_128_web-930x620.jpg 930w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\">From left to right, Fernando de Santos, Head of Operations at Ibercaja, Sergio Peinado, CIO at Ontime, Jorge Mart\u00edn, Digital Customer Care Services Operations at Endesa, Florentino Fern\u00e1ndez, IT Director at Pepephone.<\/figcaption><\/figure>\n\n<p class=\"has-text-align-left wp-block-paragraph\"><\/p>\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong><strong>The Future of AI: Ethics and Innovation<\/strong><\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The <strong>VI MADXChange Data &amp; AI 2024<\/strong> culminated with an inspiring presentation by <strong>H\u00e9ctor S\u00e1nchez<\/strong>, National Technology Officer of<strong> <a href=\"https:\/\/cloud.google.com\/gcp\/?hl=es&amp;utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=emea-es-all-es-dr-bkws-all-all-trial-e-gcp-1707574&amp;utm_content=text-ad-none-any-DEV_c-CRE_526889161906-ADGP_Hybrid+%7C+BKWS+-+EXA+%7C+Txt+-+GCP+-+General+-+v6-KWID_43700053286723539-kwd-6458750523-userloc_9190023&amp;utm_term=KW_google%20cloud-NET_g-PLAC_&amp;&amp;gad_source=1&amp;gclid=CjwKCAiAmMC6BhA6EiwAdN5iLVPBwr0FkqpsCNSUGX1uPKMqbpGRbjaEhZPWuAicIcmBsgbpVIDMYhoCKHoQAvD_BwE&amp;gclsrc=aw.ds\">Google Cloud<\/a><\/strong>, who explored the impact and future of artificial intelligence.<\/p>\n\n<p class=\"wp-block-paragraph\">Keys to the intervention:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\">Ethics and responsibility in AI:<\/span> one of the central points was the importance of developing and using AI in an ethical, transparent and secure way. A framework of fundamental principles was highlighted as a basis for ensuring that technologies benefit society and build trust. <\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline;\">Advances in multimodal models:<\/span> advances in multimodal AI models, capable of processing text, images and audio simultaneously, were presented. These capabilities offer new opportunities for innovation in sectors such as education, health and commerce, enriching the interaction between companies and users. <\/li>\n<\/ul>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-5 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1365\" height=\"2048\" data-id=\"20876\" src=\"https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_143_web-scaled.jpg\" alt=\"In the image the last speaker of the VI MadXChange Data &amp;amp; IA H&#xE9;ctor S&#xE1;nchez from Google Cloud\" class=\"wp-image-20876\" srcset=\"https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_143_web-scaled.jpg 1365w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_143_web-200x300.jpg 200w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_143_web-683x1024.jpg 683w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_143_web-768x1152.jpg 768w, https:\/\/madisonmk.com\/wp-content\/uploads\/2024\/12\/APB_MADISON_143_web-1024x1536.jpg 1024w\" sizes=\"(max-width: 1365px) 100vw, 1365px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\">In the image H\u00e9ctor S\u00e1nchez, National Technology Officer of <a href=\"https:\/\/cloud.google.com\/gcp\/?hl=es&amp;utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=emea-es-all-es-dr-bkws-all-all-trial-e-gcp-1707574&amp;utm_content=text-ad-none-any-DEV_c-CRE_526889161906-ADGP_Hybrid+%7C+BKWS+-+EXA+%7C+Txt+-+GCP+-+General+-+v6-KWID_43700053286723539-kwd-6458750523-userloc_9190023&amp;utm_term=KW_google%20cloud-NET_g-PLAC_&amp;&amp;gad_source=1&amp;gclid=CjwKCAiAmMC6BhA6EiwAdN5iLVPBwr0FkqpsCNSUGX1uPKMqbpGRbjaEhZPWuAicIcmBsgbpVIDMYhoCKHoQAvD_BwE&amp;gclsrc=aw.ds\">Google Cloud<\/a><\/figcaption><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"is-style-plain wp-block-paragraph\"><strong>Conclusion<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The <strong>VI MADXChange Data &amp; AI 2024 <\/strong>showed how AI is transforming key sectors through personalization, efficiency, and sustainability. With an ethical and responsible approach, these technologies represent a unique opportunity to innovate and lead in an ever-evolving environment. <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The VI MADXChange DATA &amp; AI 2024, focused on exploring how Artificial Intelligence has become a transformative engine that is redefining the dynamics of the competitive environment and customer experience (CX). AI and Behavioral Economics: Marketing Innovation with BELA \u00c1lvaro Gavi\u00f1o Gonz\u00e1lez, Behavioral Economics Principal Manager at BBVA, addressed how Artificial Intelligence is revolutionizing behavioral economics. During the meeting, the basic principles of this discipline were addressed, showing how cognitive biases can be used strategically to personalize experiences. Key points of the presentation: Panel 1: AI as a catalyst for quality of services The first panel highlighted the impact of AI on improving the customer experience in key sectors such as transportation, telecommunications, and banking. Panel keys: The panel underlined the importance of balancing technological innovation with ethical responsibility, ensuring that advances in AI are used transparently and for the benefit of users. Democratizing AI and committing to sustainability During the presentation by Emilio Nestal, Director of Technology and Innovation at AWS, it was addressed how the democratization of Artificial Intelligence is transforming opportunities for companies, with the cloud as a key driver of this change. Keys to the intervention: Panel 2: Operational transformation with AI The second panel of the event explored how artificial intelligence (AI) is revolutionizing business operations, from automation to process digitization. Panel keys: The Future of AI: Ethics and Innovation The VI MADXChange Data &amp; AI 2024 culminated with an inspiring presentation by H\u00e9ctor S\u00e1nchez, National Technology Officer of Google Cloud, who explored the impact and future of artificial intelligence. Keys to the intervention: Conclusion The VI MADXChange Data &amp; AI 2024 showed how AI is transforming key sectors through personalization, efficiency, and sustainability. With an ethical and responsible approach, these technologies represent a unique opportunity to innovate and lead in an ever-evolving environment.<\/p>\n","protected":false},"author":2,"featured_media":20863,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"content-type":"","neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","page_builder":"","footnotes":""},"categories":[654],"tags":[],"class_list":["post-21130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>VI MADXChange Data &amp; AI 2024<\/title>\n<meta name=\"description\" content=\"The VI MADXChange, focused on exploring how Artificial Intelligence has become a transformative engine for the development of the world.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madisonmk.com\/en\/vi-madxchange-data-ai-2024-future-ai-innovation-that-transforms-results-that-impact\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"VI MADXChange Data &amp; 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