Miguel Saldaña, Associate Managing Director at Mediaplus Alma, reflects in this article for El Periódico de la Publicidad on the impact of artificial intelligence on marketing and brand building. While he highlights the significant benefits AI will bring in terms of automation, process optimisation and operational efficiency, he argues that the real challenge for agencies and advertisers will be understanding how this technology is reshaping consumer behaviour, decision-making and expectations.

According to Saldaña, brands will need to adapt to an environment in which users increasingly delegate decisions to AI assistants. This shift will require companies to become more relevant, interpretable and trustworthy—not only to people, but also to algorithms. In this context, achieving visibility will no longer depend solely on SEO or advertising investment, but also on a brand's reputation, authority and strategic clarity.

Saldaña also argues that, as AI-generated content becomes increasingly abundant, human qualities will become even more valuable. Trust, intent, consistency and the ability to build a distinctive identity will be key differentiators. As a result, he believes the most successful agencies will not necessarily be those that develop the most advanced technology, but those that best understand how AI is transforming people and are able to help brands connect with them in an authentic and meaningful way.