{"id":17208,"date":"2026-10-16T16:02:11","date_gmt":"2026-10-16T14:02:11","guid":{"rendered":"https:\/\/refinery89.com\/?p=17208"},"modified":"2026-10-16T16:29:54","modified_gmt":"2026-10-16T14:29:54","slug":"brandformance-and-industry-trends-event","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/brandformance-and-industry-trends-event\/","title":{"rendered":"Refinery89 re\u00fane a l\u00edderes del sector para debatir las tendencias que marcar\u00e1n 2027 y el futuro del Brandformance"},"content":{"rendered":"<p><em>Marcas, agencias y publishers coinciden en que la IA automatiza la eficiencia y en que el criterio humano y la confianza pasan a ser los grandes diferenciadores.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Brandformance y Tendencias Digitales 2027<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>El 7 de octubre, organizamos la jornada <em>Brandformance y Tendencias Digitales 2027<\/em> en el Club Raheem en Madrid  donde reunimos a un grupo de referentes claves del sector del AdTech y del marketing digital. Durante la sesi\u00f3n se desarrollaron tres mesas redondas con directivos de marcas, agencias y medios, moderadas por <a href=\"https:\/\/www.linkedin.com\/in\/isabelfloresruiz\/?isSelfProfile=false\">Isabel Flores<\/a>, nuestra VP Sales Spain &amp; LATAM. El mensaje m\u00e1s destacado fue claro: con un acceso a la tecnolog\u00eda cada vez m\u00e1s igualado, lo que marcar\u00e1 la diferencia ser\u00e1 el criterio para usarla.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>La IA es una herramienta, el criterio humano es lo que nos diferencia<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>En la primera mesa, \"Tecnolog\u00eda, datos e IA\", participaron Tania P\u00e9rez (PHD Media), Nuria Gim\u00e9nez (The Coca-Cola Company), Juan Carlos Pe\u00f1a (Cash Converters), Javier Recuenco (Performics), Alejandra Delgado (Renault) y Miguel Blanc (dentsu). Los ponentes analizaron el papel del Brandformance en la planificaci\u00f3n de campa\u00f1as y coincidieron en que ya funciona como una estrategia full-funnel: reforzar la marca es clave para impulsar las conversiones y generar confianza a largo plazo. Tambi\u00e9n hablaron del peso de los datos y la IA en la toma de decisiones, con una idea clara: la IA no diferencia por s\u00ed sola, lo importante es usarla estrat\u00e9gicamente para aportar valor real al negocio y al consumidor.<\/p>\n<p>Seguidamente tuvo lugar la mesa \u201cLa visi\u00f3n entre marca y agencia\u201d donde Ver\u00f3nica Revilla (Telef\u00f3nica) y Eva L\u00f3pez (Havas Media) destacan que, en un panorama que est\u00e1 siendo automatizado por la IA, la relaci\u00f3n con la agencia cambia y ya no se contrata la ejecuci\u00f3n, se contrata el criterio. A su vez, comentan qu\u00e9 herramientas se pueden utilizar para resaltar el valor del branding ante los comit\u00e9s de direcci\u00f3n.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u00bfPor qu\u00e9 la confianza es el mayor activo de los publishers?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Por \u00faltimo, tres representantes de los publishers m\u00e1s relevantes de Espa\u00f1a - Libertad Digital, PRISA y Europa Press - coincidieron, en la mesa redonda \"El valor del contenido editorial en la era de la IA\", en que los medios aportan lo que la IA no puede: informaci\u00f3n verificada y opini\u00f3n. Adem\u00e1s, resaltaron firmemente que su mayor activo frente a las plataformas de IA generativas es la confianza de sus audiencias.<\/p>\n<p>Por ello, los ponentes defendieron tambi\u00e9n que los medios se han convertido en una de las principales fuentes de informaci\u00f3n de los LLM, lo que los sit\u00faa como aliados clave para la reputaci\u00f3n de las marcas. Se\u00f1alaron el GEO como una de las grandes tendencias que marcar\u00e1n 2027 y, aunque miran la situaci\u00f3n con optimismo, consideran necesaria una soluci\u00f3n que les permita monetizar el uso de su contenido por LLMs.<\/p>\n<p>Isabel Flores, VP Sales Spain &amp; LATAM en Refinery89 y moderadora de las mesas redondas, comenta:<\/p>\n<blockquote><p>\u201cEl haber reunido a un panel de expertos tan potente nos ha brindado la oportunidad de tener una visi\u00f3n 360 sobre c\u00f3mo agencias, anunciantes y medios contemplan el panorama de la IA y de las tendencias que marcar\u00e1n el 2027. Lo que m\u00e1s me ha sorprendido es que en todas las mesas se ha hablado de IA en torno a un mismo hilo conductor: ayudarnos a optimizar procesos a la vez que nos sirve para ser m\u00e1s humanos. Se posiciona a la credibilidad y el pensamiento cr\u00edtico en el centro de la estrategia para abordar c\u00f3mo conectamos con el consumidor.\u201d<\/p><\/blockquote>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Brands, agencies and publishers agree: AI automates efficiency, while human judgment and trust become the real differentiators. &nbsp; Brandformance &amp; Digital Trends 2027 &nbsp; On October 7, we hosted Brandformance &amp; Digital Trends 2027 at Club Raheem in Madrid, bringing together key voices from AdTech and digital marketing. The event featured three panel discussions with [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":17211,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,131,22,12],"tags":[71,95,24],"class_list":["post-17208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","category-company-news","category-news","category-publishers","tag-ad-tech","tag-advertising","tag-programmatic-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Refinery89 brings industry leaders together to discuss the trends shaping 2027<\/title>\n<meta name=\"description\" content=\"Discover the key insights from Brandformance &amp; Digital Trends 2027, where industry leaders explored AI, data, and the future of AdTech.\" \/>\n<meta name=\"robots\" content=\"index, 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