Reliving the DES 2024 experience: AI as an amplifier of genuine relationships

The Digital Enterprise Show 2024 brought together over 17,000 experts to discuss the convergence of technology and talent.

The Digital Enterprise Show 2024 brought together more than 17,000 technology and business experts and leaders. During the event, the latest trends and challenges in this ever-changing digital landscape were discussed. The main focus was on the convergence between technology and talent, a crucial combination for business growth and innovation. The importance of merging advanced technology with human talent to generate added value and competitive advantage was highlighted. In an ever-evolving world, the power of artificial intelligence (AI) and its impact on our interactions has never been more evident.

At The Cocktail, we're redefining the boundaries of marketing, exploring how AI can empower genuine
relationships between brands and their audiences. Our mission is to anticipate market needs, transforming marketing through creativity, business and technology, creating unique and lasting connections. In addition, we explore trends and future, providing an insight into how this convergence will continue to evolve in the coming years.

During our participation, we discussed how exponential technologies are revolutionising banking and insurance, the importance of data privacy in the age of AI, and how ESG integration is changing corporate sustainability. We reinforced our message on the evolution of marketing and the essential role of synergy between generative AI and human talent.

1. Innovation and Exponential Tech in Banking and Insurance

Marta Franch, Director of Financial Services at The Cocktail, moderated a panel discussion with representatives from Bizum, Allianz, Nationale Nederlanden and PagoNext. In this session, they discussed how disruptive technologies (blockchain, AI, big data, IoT, etc.) are transforming these sectors, improving customer experience, risk management and operational efficiency. From their expert perspectives and real-world examples, they explained how these cutting-edge technologies are revolutionising the financial and insurance sectors.

2. ESG by Default: A Strategic 'Must'

Xavier Vallés, Director of Neture Impact, highlighted in his panel discussion the importance of integrating environmental, social and governance (ESG) factors into corporate strategies. He stressed that this has gone from being optional to essential for companies, reinforcing the message of how ESG considerations not only address climate issues, but are crucial components in business strategy and investor decision-making. A holistic approach to integration was further explored, highlighting its impact not only on business sustainability but also on the well-being of society.

3. Data Collection and Privacy in the AI Era: What a Marketer Needs to Know

Jorge Carrión, Technical Lead, Analytics Engineering, addressed data collection and privacy in AI-powered marketing, explaining ethical considerations and legal regulations such as GDPR and CCPA. He stressed the importance of balancing data use with consumer privacy to foster trust. In today's AI-driven marketing landscape, understanding these issues is crucial. The presentation
covered the basics of data collection and processing, highlighting legal frameworks and emphasising the ethical use of data. It was a session focused on providing marketers with the tools to balance the utility of data with consumer privacy.

4. Exponential Technologies: Revolutionizing Communication, Marketing and Customer Relationships

Alberto Barreiro, Head of Creative Transformation, opened the second day of the event on the CEO & Leadership Summit stage with a presentation on how organisations can leverage exponential technologies to stay ahead in an ever-evolving marketplace. Key trends and strategies were shared to leverage these emerging technologies and create unique connections with customers. The discussion focused on how these technologies are reshaping traditional business models and how brands can use them to deliver personalised experiences to their audiences.

At The Cocktail, we are committed to implementing advanced technologies and building genuine relationships by harnessing the full potential of AI. We continue to work to empower marketing and meet the increasingly demanding needs of customers in an environment that is changing at an unprecedented speed.