Madison brings together Bankinter, Google, Microsoft, Legalitas, Global Omnium, Calidalia and AEDAS Home to address trends in generative AI and digitalization
Madison, an international group of marketing services companies, has successfully completed one of its flagship events, MadXchange DATA&IA23, at the AEDAS Home Flagship in Madrid. The event brought together leading brands in their sectors of activity to explore the impact of generative Artificial Intelligence on society, companies and their customers.
Under the slogan ” Digitalization and AI: trends and tools at the service of the business, efficiency and customer experience“, this MadXchange began with a presentation by Jose Luis Marín, who addressed the dizzying changes that generative AI implies in experience management, customer and employee relations. Stressing that the key to the integration of artificial intelligence or any type of technology in the company must be limited to the efficiency it implies in decision-making and the increase in results, while raising concerns about its correct and safe use.
Within the event, various presentations were given by José Manuel Oliva , General Director, DIGITEL TS, Juan Chinchilla, Dir. Applications, Microsoft and Pablo Pérez , Marketing Research & Insights, Ads, EMEA, Google , and two discussion tables that delved into crucial issues for the digital transformation of companies.
First Panel Discussion: “How can we optimize processes and improve customer relations and experience in a digitalized environment without losing proximity?”
The panel of experts was led by:
◾ Beatriz Sánchez Gordo. Quality Director, Bankinter
◾ Juan José Vázquez . CTO LEGÁLITAS
◾ Victoria Single. Marketing and Sales Manager, TUAWA Global Omnium Group
◾ Jose Luis Delmas . CX, Insights and Analytics Director MADISON Experience Marketing
And it was moderated by Alberto Vielba Villegas. BPO Contact Center Director MADISON Experience Marketing
The participants agreed that generative Artificial Intelligence represents a significant advance, but stressed the importance of not losing sight of the emotional part in the relationship with the customer. They emphasized that, although technology can automate processes, the emotional connection is still irreplaceable. AI-enabled personalization was highlighted as a key tool to make customers fall in love and build loyalty, revolutionizing listening, prediction and action.
Second Panel Discussion: “The Big Bang trends AI: Digitalization and AI strategies in companies”
Moderated by Javier Brizuela Carrión. CIO MADISON Experience Marketing. It had the participation of:
◾ Luis T. From above Hervás . Managing Director General Calidalia
◾ Jorge Valero Elias. Dir. DATA AEDAS Homes
◾ Juan Chinchilla . Dir. Applications Microsoft
◾ Jose Luis Marín de la Iglesia. Digital Strategy, Data & AI Director MADISON Experience Marketing
◾ Víctor Urbaneja Sánchez. Director of Digital Strategy, Data and AI MADISON Experience Marketing
The open colloquium explored how Artificial Intelligence is integrated into the digital transformation of companies. Focusing on how these new tools can optimize, accelerate and transform companies, stressing that not all technological advances add value. The key lies in understanding where the application of these tools generates a real return and creates reliable frameworks.
MadXchange DATA&IA23 by Madison stands once again as a crucial forum where leading companies share their experiences and strategies to face digitalization and adopt new trends, with the ultimate goal of making their businesses more sustainable, profitable and reliable, always from a customer-centric perspective.
