{"id":9181,"date":"2025-06-24T09:02:54","date_gmt":"2025-06-24T09:02:54","guid":{"rendered":"https:\/\/supermediastudio.es\/?p=9181"},"modified":"2025-06-24T11:32:20","modified_gmt":"2025-06-24T11:32:20","slug":"ai-and-marketing-key-drivers-from-the-econgress-malaga-2025","status":"publish","type":"post","link":"https:\/\/supermediastudio.es\/en\/ai-and-marketing-key-drivers-from-the-econgress-malaga-2025\/","title":{"rendered":"AI and Marketing: Key Drivers of the Transformation in 2025"},"content":{"rendered":"

In 2025, artificial intelligence (AI) continues to redefine the digital marketing landscape, enhancing <\/span>automation, personalization, and operational efficiency<\/b>. Generative AI, in particular, is establishing itself as a <\/span>key tool for large-scale content creation, emotional engagement with audiences, and the optimization of processes<\/b> 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 <\/span>increasingly saturated and competitive environment.<\/b><\/p>\n

With this vision, Supermedia Studio attended the <\/span>XIII edition of the eCongress M\u00e1laga 2025<\/b>. 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.<\/span><\/p>\n

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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 M\u00e1laga (UMA).<\/em><\/p>\n

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AI and Marketing: A New Paradigm for the Industry<\/strong><\/h2>\n

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:<\/p>\n

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AI as a Catalyst for Efficiency and Creativity<\/h3>\n

One of the key takeaways from the congress was the role of <\/span>AI in boosting efficiency without compromising human creativity<\/b>. Mar Mart\u00edn, 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 <\/span>reduce time and production costs by up to 80%<\/b>.<\/span><\/p>\n

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.<\/span><\/p>\n

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From SEO to GEO: Online Positioning Changes Sides<\/h3>\n

One of the most disruptive presentations introduced the shift from traditional SEO to GEO (Generative Engine Optimization), a <\/span>new approach to positioning web content within AI-generated responses<\/b>. The goal is to enable tools like ChatGPT, Gemini, or Google AI to interpret and present website content in a strategic and effective way. <\/span>Generative AI is already replacing traditional search engines in user behavior patterns<\/b>.<\/span><\/p>\n

Juan Merodio, founder of the TEKDI Institute and speaker of the session, also emphasized the <\/span>importance of brand distinction<\/b> 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\u2019s visibility and memorability.<\/span><\/p>\n

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Advanced Personalization and Trend Forecasting<\/h3>\n

AI is becoming an essential tool to <\/span>predict consumer behavior and market shifts<\/b>. By analyzing massive datasets, drawn from social networks, reviews, search activity, and browsing patterns, brands can forecast demand, adjust inventories, and avoid waste. However, <\/span>high-quality predictions require this big data to be precise and reliable.<\/b> 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.<\/p>\n

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\u201cA good AI starts with a good dataset,\u201d was one of the most quoted statements of the day.<\/em><\/p><\/blockquote>\n

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Integrating AI and Marketing into a Comprehensive Digital Strategy<\/h3>\n

Miguel Florido, director of Escuela Marketing and Web, stressed the importance of <\/span>building solid work methodologies to create high-quality content.<\/b> He recommended c<\/span>omplementing raw AI outputs with a variety of tools and a clear process<\/b> that ensures both efficiency and quality.<\/span><\/p>\n

Some of the practical AI applications he highlighted included:<\/p>\n