How to enhance relationships, professionalization, and technology in service of 'doing'

In an era of rapid technological advancement, particularly in artificial intelligence, companies are shifting their focus beyond simply adopting new tools. The emphasis is now on leveraging these technologies to create more personalized customer experiences, stimulate creativity, and build stronger client relationships.

This strategic pivot was a key theme at the Innovation Summit organized by LA NACION. Silvana Jachevasky, Marketing Director at Naranja X, explained how data and technology have revolutionized customer engagement. "Our data-driven way of working has completely changed," she stated. "In marketing, we came from a discipline heavily reliant on tastes, perceptions, and intuition, but the incorporation of data and technology has transformed how we do things, how we think, how we make decisions, and how we reach customers."

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Our data-driven way of working has completely changed. In marketing, we came from a discipline heavily reliant on tastes, perceptions, and intuition, but the incorporation of data and technology has transformed how we do things, how we think, how we make decisions, and how we reach customers.

Jachevasky elaborated that companies now possess not only historical customer data but also real-time behavioral information and interests. This allows for highly tailored communication, adapting content, timing, channel, voice, and tone to individual customer needs, whether they are commuting or considering investments.

Ignacio Bidart, Systems Manager at Mercedes-Benz Trucks and Buses, illustrated how these advancements are impacting the industrial sector. He highlighted the central role of new technologies and AI in the company's new plant, a project involving a $110 million investment. Bidart outlined a three-pillar strategy: optimizing internal processes through data and automation for operational efficiency; enhancing products like trucks and buses with new technologies for innovative solutions and business models; and improving services, which are increasingly crucial for customer experience. AI, he noted, is key to boosting digital services and personalizing the customer journey.

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Today we have not only information about the history of each user, but also about their real-time behavior and interests. So, it is not the same for a person who takes the subway to work and needs to make a payment as for someone who is at home thinking about what to invest in. The way we reach each one changes from the content to the moment, the channel, the voice, and the tone of the message.