Mexico City, May 5, 2023.- In the framework of the launching of the Master's Degree in Strategic Marketing, which will begin in August at the Santa Fe campus, the Graduate Programs of the School of Business of the University of Mexico's School of Business and Economics held a panel discussion with the participants. Universidad Panamericana held a panel discussion The Future of Marketing and the Artificial Intelligence Revolution, GPT.
The future of marketing
Cristina Ocaña , director of construction and home improvement business for Latin America at 3M; Juan Pablo Llamas , CEO Accenture Analytics Managing; Michael Devlyn, executive director of Grupo Devlyn; and Arturo Pérez Gavilán Mondragón, vice president and general manager of Latin America for Carter's and OshKossh.
All of them, members of the academic faculty of Panamericana, were accompanied by Cecilia Canal, academic vice-rector, who acted as moderator.
The AI revolution
When questioned about what Artificial Intelligence is, Juan Pablo Llamas said: "Today we must understand Artificial Intelligence. Artificial Intelligence from a different logic, a disruptive vision, which is designed so that intelligence does not have a specific purpose, but impacts different areas".
He explained that in the last 20 years the field of AI has accelerated greatly and said that there is "a new generation of AI that comes from applying a new logic in thinking about how technologies are integrated and what they are integrated for".
A tool for marketers
Speaking about how AI affects the work of marketers, Cristina Ocaña said: "For marketers, life with artificial intelligence is simpler in terms of work, since it allows us to analyze data, which contributes to the development of a strategic vision in decision making. Today it has become so sophisticated that it looks like human intelligence and this has generated many discussions in the public sphere".
In Michael Devlyn's opinion, AI provides more tools to understand the consumer, which help in decision making: "As business leaders, we are called upon to make decisions. The leadership process involves being informed, planning strategically, especially focusing on the consumer, making decisions, executing, evaluating, and again analyzing results."
"We started by observing the consumer and solving needs from the difference, so relying on artificial intelligence will allow us to be more assertive, since technology has allowed us to break business paradigms and feel more liberated," he added.
Generate value for the consumer
For his part, Arturo Pérez Gavilán Mondragón posed two problems: "How are we integrating this technology (AI) and how to put it at the service of the company? And from this how can we be at the service of doing things better and generating value for the consumer?"
"Today, leaders need to be up-to-date and generate solutions with value, using the tools for organizations to reach their potential. Today, more than ever, it is necessary to use artificial intelligence ethically and focused on the well-being of our organizations and consumers," he said.
About the Master's Degree in Strategic Marketing
The Master's Degree in Strategic Marketing was created with the purpose of consolidating professionals, experts in the design of marketing strategies capable of improving the management capacity in the processes of acquisition, retention and expansion of clients.
It has an academic faculty composed of senior management professionals, experts who daily shape the most important brands in the country; who will transmit their experiences in inbound marketing, loyalty programs, digital strategies, innovation, market research and more.
On this Ocaña said: "The Master's in Strategic Marketing seeks to reinforce decision-making skills, as marketers how we can join the dots to achieve our goal and above all review the ethical issue of the use of artificial intelligence".
Pérez Gavilán added: "As UP we can provide the tools, teach how to use them to generate value, but always focused on wellbeing and generating wellbeing for our organizations, in an ethical manner".
