In 2025, artificial intelligence (AI) continues to redefine the digital marketing landscape, enhancing automation, personalization, and operational efficiency. Generative AI, in particular, is establishing itself as a key tool for large-scale content creation, emotional engagement with audiences, and the optimization of processes that have traditionally consumed vast amounts of time and resources. Brands that manage to integrate AI and marketing into their business strategies will be better positioned to stand out in an increasingly saturated and competitive environment.
With this vision, Supermedia Studio attended the XIII edition of the eCongress Málaga 2025. The event brought together top speakers from the marketing sector who addressed current and highly relevant topics, where the power of artificial intelligence and its impact on digital marketing took center stage.
From left to right, Arturo, Katherine and Soraya, members of the Supermedia Studio team, and Brayan, representative of the Faculty of Marketing and Management at the University of Málaga (UMA).
AI and Marketing: A New Paradigm for the Industry
Although the transformation of the sector is going to be total and comprehensive, these are the changes pointed out at the congress that we consider to be the most relevant in the new AI and marketing context:
AI as a Catalyst for Efficiency and Creativity
One of the key takeaways from the congress was the role of AI in boosting efficiency without compromising human creativity. Mar Martín, E-commerce Director at Hugo Boss, shared a striking figure: by using AI to generate campaign videos, perform multilingual translations, and write product descriptions, the company has managed to reduce time and production costs by up to 80%.
This automation does not eliminate the human factor; rather, it complements it, giving creative teams more time and space to focus on artistic direction, style, and strategic execution.
From SEO to GEO: Online Positioning Changes Sides
One of the most disruptive presentations introduced the shift from traditional SEO to GEO (Generative Engine Optimization), a new approach to positioning web content within AI-generated responses. The goal is to enable tools like ChatGPT, Gemini, or Google AI to interpret and present website content in a strategic and effective way. Generative AI is already replacing traditional search engines in user behavior patterns.
Juan Merodio, founder of the TEKDI Institute and speaker of the session, also emphasized the importance of brand distinction and emotional impact in a world overwhelmed with content. He demonstrated how simple strategies, like an original name or smart pricing, can significantly enhance a brand’s visibility and memorability.
Advanced Personalization and Trend Forecasting
AI is becoming an essential tool to predict consumer behavior and market shifts. By analyzing massive datasets, drawn from social networks, reviews, search activity, and browsing patterns, brands can forecast demand, adjust inventories, and avoid waste. However, high-quality predictions require this big data to be precise and reliable. Again, the key to good AI is not just in the software, but in how the model is trained and the quality of the input it receives.
“A good AI starts with a good dataset,” was one of the most quoted statements of the day.
Integrating AI and Marketing into a Comprehensive Digital Strategy
Miguel Florido, director of Escuela Marketing and Web, stressed the importance of building solid work methodologies to create high-quality content. He recommended complementing raw AI outputs with a variety of tools and a clear process that ensures both efficiency and quality.
Some of the practical AI applications he highlighted included:
- Text generation for various types of content, images, and videos.
- Improving digital strategy (internal/external research, buyer persona analysis, SWOT analysis).
- Creating scripts for videos and podcasts.
- Customizing and training tools like ChatGPT to automate processes while maintaining brand voice and tone.
Facing the AI Era
Jordi Urbea, Senior Vice President at Ogilvy Spain and CEO of Ogilvy Barcelona, focused his talk on a single message: “AI or die.” With this statement, he made clear the urgency of adapting to the new industrial revolution brought about by AI, which will radically transform the marketing sector.
Urbea emphasized the need to train teams — and ourselves — in all possible AI tools and integrate them into daily life. In his view, proficiency in AI will determine future competitiveness. Moreover, as we delegate more tasks to technology, soft skills like emotional intelligence, resilience, and interpersonal communication will gain even more importance than language fluency.
(Photo published by the organisers of eCongress Málaga 2025 on their official Facebook account)
From Interest to Action: Optimizing Your Funnels
Rubén Máñez, co-founder of Lead Madness, addressed critical mistakes in the design of sales funnels, the journey customers take from first contact to final purchase. These were some of the most common errors he identified:
- Failing to define a clear sales system: It’s vital to define the business model, target audience, and proof of value before building a sales process.
- Lack of a clear promotional calendar: Strategic promotions throughout the year can renew audiences, increase average order value, and avoid sales dips.
- Not generating purchase tension: Creating urgency, scarcity, price increases, or limited-time benefits can drive faster conversions.
- Low perceived value of the offer: Presentation and structure matter as much as the offer itself.
- Lack of a creative methodology for ad production: Instead of copying others, brands should analyze their audience, define unique angles, script effectively, and constantly test.
At Supermedia Studio, we fully agree with his conclusion: if a campaign fails to sell, the issue is often not the ad—but the poorly designed sales system. AI, with its strategic and data-driven insights, can help improve this structure.
The New Storytelling: Strategic Creativity and Authenticity
Designer and personal branding consultant Paula Garrofé emphasized the importance of humanizing brands to create genuine connections. She warned against constant self-promotion, which leads to audience fatigue. Instead, she advocated for radical coherence with brand values, strategic vulnerability, and authentic storytelling to emotionally engage audiences in a world where everything feels overly perfect.
“The audience doesn’t want to see your perfect house; they want to step into your real one,” was the core message of her talk. Realness, she explained, fosters sincere relationships with the brand.
New Formats & Rules in Meta Ads
Online advertising expert Adrià Ureña shared common mistakes in Meta Ads campaigns. He noted that the goal isn’t to “beat” the algorithm but to teach it to understand your business and train it to improve over time. Segmentation, high-performing creative content, and clear data feedback loops are key to sustained performance.
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Conclusion: Embrace AI, Don’t Fear It
The overarching message from eCongress Málaga 2025 was clear: AI is not a threat to marketing, it is the ultimate accelerator and differentiator. However, harnessing its full power requires a clear strategy, a trained team, and an open mindset.
At Supermedia Studio, we left the event with one strong conviction: the marketing of the future is being built today. And properly implemented, AI will be the engine that drives our continued growth alongside our clients.
