The impact of artificial intelligence on marketing and advertising
- Date
- Written by Miguel Pereira
Generative Artificial Intelligence (GAI) is dramatically impacting many areas of marketing and advertising, creating both threats and opportunities in equal measure. In this context, Darwin & Verne, together with Phileas, their AI-focused unit, organized an event that brought together industry experts and agency clients to explore the impact of this technology on creativity, production, and brand strategy. Through presentations full of innovation, attendees were able to discover how AI is deeply transforming the rules of the game.
From algorithms to personalization, by Félix Muñoz
Marketing consultant Félix Muñoz opened the event with a masterclass on the historical evolution of artificial intelligence. From its roots in the 1950s to the current capabilities of generative models, Félix showed how concepts like deep learning and neural networks have allowed AI to evolve from simple moves in chess games to the creation of personalized content in text, audio, and images.
The potential of this technology to personalize experiences was one of the key points of his talk, illustrated with examples of marketing campaigns that combine functional and emotional benefits. However, Félix also delivered a clear message: fully leveraging these tools requires understanding their limitations and context to avoid falling into biases or unrealistic expectations.
AI and creativity: A complex relationship, by Santiago Cosme
With a critical tone, Santiago Cosme raised the challenges creativity faces in the age of artificial intelligence. While he acknowledged the value of tools like MidJourney and Stable Diffusion, he warned about the risk of generating superficial content if not used with rigor. According to Santiago, the key is to adopt a strategic approach that prioritizes narrative and visual coherence.
Through practical examples, he demonstrated how reinterpreting historical ads with GAI can be a creative exercise that adds value, as long as technical and emotional details are carefully considered. For Santiago, AI does not replace talent, but rather amplifies it when used with purpose.
Leading the Transformation from Darwin & Verne, by Miguel Pereira
Miguel Pereira, CEO of Darwin & Verne and Phileas, shared his vision in two presentations that showed how AI is revolutionizing marketing and content production. In his first intervention, Miguel addressed the rise of audio as an advertising medium, highlighting how GAI tools facilitate the production of podcasts and personalized voiceovers. “Audio has the unique ability to emotionally connect with audiences,” he noted, emphasizing that this revolution not only streamlines processes but also opens doors for small brands.
In his second talk, Miguel broke down three key areas of AI impact: conversation, creation, and comprehension. From personalized chatbots to content generation platforms like Content Studio, also developed internally by Darwin & Verne and Phileas, which combines generative artificial intelligence with audiovisual production, Miguel showed how technology is redefining the relationship between brands and audiences. Additionally, he introduced VoiceAd, another tool developed by Darwin & Verne and Phileas, that allows small advertisers to create creative ads in minutes, removing traditional entry barriers.
Conclusions: beyond technology
The event delivered a clear message: artificial intelligence is not just a tool, but an ally to enhance creativity, strategy, and efficiency. However, as the speakers reminded us, its true value lies in its integration with a clear strategic vision. Darwin & Verne, along with Phileas, demonstrated with this event that the future of marketing is full of possibilities, as long as it is approached with a human and responsible mindset.
