The 2023 MarTech Summit Explored the Future of Marketing & Innovative Technology

IE Business School hosted the 2023 MarTech Summit, bringing industry experts from L’Oréal, Apple, GGTech, Hogarth, Netflix, and General Electric for a comprehensive discussion on the evolving role of technology in marketing.

The corporate speakers and experts mentioned the importance of seamlessly integrating new innovations into business and marketing strategies. L’Oréal, for example, has been actively implementing a pioneering concept known as Beauty Tech, incorporating AI, the Metaverse, augmented reality, and others into the core activities of the company.

“We try to deliver ‘beauty for all’ but we also like the idea of delivering ‘beauty for each’ because each customer is unique, and it is important not to forget that. And thanks to the technology, we are able to listen, personalize, and engage in immersive experiences with our customers,” said Leticia Montenegro Zaragoza, Head of CRM at L’Oréal in Spain and Portugal.

In an open discussion facilitated by Pedro Moreno de los Rios, Professor at IE University, industry professionals including Diego Nishimura, Analytics & AI expert at Hogarth, Cristina Carranza, Head of Global Sales at GGTech, Barbara Ozores, Director of Partner Marketing at Netflix, and Simon Philip Rost, CMO at General Electric, explored the importance of fostering curiosity about AI and the courage required to implement it effectively in business strategies. This was followed by a one-on-one conversation between Professor Brian Hallet and Enrique Atienza, Senior Managing Director at Apple, about the rise of AI not as an “evolution" but rather a “revolution.”

“As an AI technology optimist, I believe that we should focus on a concept of a superhuman: a generation of future professionals who will have understood how to use AI to magnify their capacities, they will be able to do more in a less time and a more efficient way,” said Carranza.

The event, attended by over 100 IE Bachelor and Master students, alumni, and prospective students looking to enroll at IE University, signifies the school's commitment to becoming a creative hub for individuals interested in exploring business from a more innovative and creative perspective.

Vice Dean Carla Szemzo highlighted the institution's leadership in MarTech education, stating, “As a pioneer in these fields, IE Business School offers the largest portfolio of MarTech programs for both graduate and undergraduate studies. We are an epicenter of top leadership and innovation, uniquely positioned at the forefront of thought leadership. This is strengthened by providing our students access to the most relevant expertise from top practitioners and business leaders who are experiencing these developments firsthand.”

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