We spoke with Revista Factor de Éxito, Colombia edition, about the real limit of artificial intelligence in a business that depends on emotion.
87% of marketers already use generative artificial intelligence in some process, when in 2024 it was 51%. 77% apply it directly to creative development. Adoption stopped being a differentiator.
The most expensive mistake is confusing digital transformation with buying licenses and machines. Digitalization isn’t infrastructure, it’s a transformation of mindset, and that doesn’t happen overnight. Creativity that is disruptive and differentiating still comes from debate between people. Tools help, but the real differentiator comes down to two things: brain and heart.
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