Brands, agencies and publishers agree: AI automates efficiency, while human judgment and trust become the real differentiators.
Brandformance & Digital Trends 2027
On October 7, we hosted Brandformance & Digital Trends 2027 at Club Raheem in Madrid, bringing together key voices from AdTech and digital marketing. The event featured three panel discussions with leaders from brands, agencies and media, moderated by İzabel Flores, our VP Sales Spain & LATAM. The main takeaway was clear: as access to technology becomes more equal, what will set companies apart is the judgment to use it well.
AI is a tool, human judgment is what sets us apart
Our first panel, “Technology, Data and AI”, brought together Tania Pérez (PHD Media), Nuria Giménez (The Coca-Cola Company), Juan Carlos Peña (Cash Converters), Javier Recuenco (Performics), Alejandra Delgado (Renault) and Miguel Blanc (dentsu). The speakers looked at the role of Brandformance in campaign planning and agreed that it already works as a full-funnel strategy: building the brand is key to driving conversions and earning long-term trust. They also discussed how data and AI shape decision-making, with one shared view: AI alone doesn’t make a difference. What matters is using it strategically to bring real value to the business and the consumer.
Next came “The Brand and Agency Perspective”, where Verónica Revilla (Telefónica) and Eva López (Havas Media) explained that as AI automates more of the landscape, the relationship with agencies is changing. Brands no longer hire agencies for execution, they hire them for their judgment. They also shared tools that help show the value of branding to leadership teams.
Why trust is publishers’ biggest asset
To close, representatives from three of Spain’s leading publishers, Libertad Digital, PRISA and Europa Press, joined the panel “The Value of Editorial Content in the Age of AI”. They agreed that media offer what AI can’t: verified information and opinion. They also stressed that their greatest asset against generative AI platforms is the trust of their audiences.
The speakers argued that media have become one of the main sources of information for LLMs, which makes them key allies for brand reputation. They named GEO as one of the big trends for 2027 and, while they feel optimistic, they believe publishers need a solution that lets them monetize how LLMs use their content.
Isabel Flores, our VP Sales Spain & LATAM and moderator of the panels, said:
“Bringing together such a strong panel of experts gave us a 360 view of how agencies, advertisers and media see AI and the trends that will define 2027. What surprised me most was that every panel talked about AI along the same lines: it helps us optimize processes while also helping us be more human. Credibility and critical thinking are now at the center of how we connect with consumers.”
