Generative AI is consolidating as a key tool in marketing, transforming strategy, data analysis, and consumer relationships. At the TertulIA_UAM in Marketing event organized by the Autonomous University of Madrid Foundation (FUAM) with Madrid Network, experts delivered a direct warning: AI has become the main prescriber, and brands without a solid narrative will not survive.
Luis Martín Pérez, Director of AI Solutions for communication and marketing at LLYC, delivered the keynote speech. He said "AI has become the main prescriber right now" and warned that conversational models are replacing traditional websites as traffic sources. His message was blunt: "If AI doesn't read you, if AI doesn't discover you, you don't exist."
The risk of cloned messages and narrative homogeneity
Martín Pérez demystified AI during the panel, calling it a "tool" rather than a "magic solution." He cautioned that AI "will amplify what you have previously built." The technology rewards narrative homogeneity while penalizing dispersion. This makes a solid brand narrative essential - without one, companies risk producing cloned messages that fail to differentiate them in the market.
Gema Sanz, Director of Institutional Relations at Madrid Network, moderated the discussion and posed the central question: "Artificial Intelligence is already changing how companies analyze data, segment audiences, and make decisions. The question is whether it will also help us understand people better."
Profitability gains and the hyper-segmentation trap
Jaime Romero, a professor at UAM, presented studies showing AI's profitability by "increasing customer acquisition and satisfaction." But he cautioned against "hyper-segmentation" that could make consumers feel "attacked." The data supports AI's business case, yet the execution risk remains real when targeting becomes too granular.
Natalia Rubio, also a professor at UAM, asserted that "the meaning of the brand will have to be built by the brand itself" and advocated for understanding that "AI must help us and improve our skills, not take them away." Raúl Calleja, Events General Manager at SHOW2BE, summarized technological integration with a business focus: "It either sells or helps us sell." He highlighted the need for "great human judgment and senior experience" to validate AI responses.
The human element and implementation mistakes
Martín Pérez stressed that "the biggest corporate mistake today is not valuing the human element of the process." He warned against assuming AI would automate or replace staff, saying "we are disappearing if we start doing that." The consensus among panelists pointed to AI as an amplifier of existing strategy, not a replacement for the people who shape it.
For marketing leaders navigating this shift, structured learning paths exist to build the judgment required. The AI Learning Path for CMOs covers growth strategy, campaign automation, and brand optimization - areas directly impacted by the narrative and segmentation challenges discussed at the event. Broader resources on AI for Marketing provide additional context on how tools are reshaping audience analysis and decision-making.
Why this matters for marketing professionals
The event's closing reflection from Gema Sanz - "Talent will remain our main sustenance. Artificial Intelligence will be a great vitamin supplement" - reframes the technology not as a replacement but as an enhancer. For marketers, the immediate priority is auditing whether their brand narrative is cohesive enough to survive AI-driven discovery. If conversational models become the primary gateway to audiences, a fragmented brand story means invisibility. The second priority is building the human judgment to validate AI outputs before they reach customers, ensuring that automation amplifies strategy rather than diluting it.
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