Advertising is undergoing an unprecedented transformation. In a scenario driven by emerging technologies such as artificial intelligence, automation, and advanced personalization, the relationship between brands and consumers is changing by leaps and bounds. FOA 2025, MarketingDirecto.com – MKD's flagship event, once again brings together the advertising industry at Kinépolis Ciudad de la Imagen, demonstrating the power of marketing and advertising under the theme "EVERYTHING STARTS HERE." It explores how innovation is reshaping the industry and what opportunities and challenges lie ahead. At the roundtable "Next Revolution: What is the future of advertising?", leading industry professionals such as Jaime Lobera, Strategy Director at Apple Tree; Ana Illana, VP Paid Media, Regional Lead – Southern & MENA at Jellyfish; Gustavo Belausteguigoitia, Marketing Manager at Diageo; artificial intelligence expert Laia Grassi, Generative AI & Advertising Creative Director; Mauro Fuentes, Content and Social Growth Director at Casanova; Rodrigo González, Head of Advertising Spain at Uber; Aurelie Morin, Marketing Director at Choví; and Ana María Paredes, Advertising and Media Specialist at Hyundai. FOA 2025: Innovation, Transformation, and Marketing The world of advertising is constantly changing, with emerging technologies such as artificial intelligence, automation, and personalization revolutionizing the way brands interact with consumers. As Jaime Lobera, Strategy Director at Apple Tree and moderator of this panel, highlighted, the industry is clearly developing tools and solutions that enable more personalized campaigns. "This phenomenon coexists with the explosion of social media, where new players such as content creators have emerged. We have that human side with creators, who compete to capture the attention of users and customers, in addition to the rise of tools," the professional began. The panelists emphasized that in a context of competition for attention, a fragmented advertising market, and the emergence of new platforms, it's essential to understand the value of each medium. But where should brands be?

For Rodrigo González, Head of Advertising Spain at Uber, brands that want to make an impact must understand three maxims: personalization at scale, generating engaging experiences, and a safe environment for advertisers. "We should prioritize quality even before price," he commented. In this regard, González highlighted the growth of Mobility Media, which integrates with the city and personalizes the experience based on each customer's needs, and Retail Media, which is increasingly evolving. AI, impact, and prioritizing quality "One of the biggest sins of advertisers in recent years has been turning their backs on their own audiences," added Mauro Fuentes, Content and Social Growth Director at Casanova, who emphasized that the "obsession" with the bottom of the funnel has been a mistake. "Advertising impact seems to be worth less and less, and we have to impact our audiences to ensure that they ultimately become our spokespersons. This isn't achieved solely by working on impact; we have to work the entire funnel," he continued. "We're going to see more diversification, but we have to diversify without dispersing," noted Ana Illana, VP Paid Media, Regional Lead – Southern & MENA at Jellyfish, who highlighted the importance of brands launching purpose-driven messages. "We also have to understand what AI, ChatGPT, is telling us about our advertising ecosystem," the professional commented on the importance of AI tools' insights to integrate them into the data model and plan accordingly. "We have to be where the user needs us to connect with the audience," she added. Social Media and UGC in Brands User-Generated Content is another key factor for brands today, but if advertisers are increasingly relying on users themselves, how do they differentiate it from advertising content? "It's about striking a balance. Brands aren't going to stop working on professional content. "You have to understand that everyone has a purpose, and you have to know how to use it," Ana María Paredes, Advertising and Media Specialist at Hyundai, shared with attendees at FOA 2025. For his part, Gustavo Belausteguigoitia, Marketing Manager at Diageo, commented that the number of stimuli users encounter is limitless and will only increase. "In the end, what we remember is what moves us. In the end, the brands that are remembered are those that make us feel something." Aurelie Morin, marketing director at Choví, took the floor to highlight some of the brand's initiatives, which have partnered with content such as Aquí no hay quien viva (There's No One Who Lives Here) to bring messages to audiences in an entertaining way that can generate lasting impacts. AI and the Future of Advertising "It's normal that as humans, it's difficult for us to make the leap and start using AI," emphasized Laia Grassi, Generative AI & Advertising Creative Director. "77% of creatives already use AI. "I see the light at the end of the tunnel and I see that generative artificial intelligence is a tool that empowers us as creatives and helps us achieve projects we wouldn't have been able to before," she added. Grassi also noted that work in generative AI is 50% human and 50% machine, adding: "Humans are the ones who come up with these ideas that we know will last over time and generate emotions." The expert, who is part of Coca-Cola's team dedicated to artificial intelligence, has been part of the brand's Christmas campaigns. "Two years ago, audiences thought they wouldn't be willing to embrace this type of content, but they have. It's about creating campaigns in a way that doesn't reveal the tools used, but rather the idea behind them," she concluded.