{"id":8038,"date":"2026-05-07T14:58:51","date_gmt":"2026-05-07T12:58:51","guid":{"rendered":"https:\/\/wam.global\/wam-room\/\/?p=8038"},"modified":"2026-07-07T15:28:59","modified_gmt":"2026-07-07T13:28:59","slug":"ia-marketing-infinity-journey-valencia","status":"publish","type":"post","link":"https:\/\/wam.global\/es\/wam-room\/ia-marketing-infinity-journey-valencia\/","title":{"rendered":"Marketing, IA y el \u00abJourney Infinito\u00bb en una jornada de conexi\u00f3n en Valencia"},"content":{"rendered":"<p>Ayer nos levantamos en Valencia con la mirada puesta en el futuro (como siempre, pero ayer, especialmente). Desde las impresionantes vistas de <a href=\"https:\/\/theterminalhub.com\/\" target=\"_blank\" rel=\"noopener\"><strong>The Terminal Hub<\/strong><\/a>, presentamos una jornada junto al <a href=\"https:\/\/clubmarketingmediterraneo.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Club de Marketing del Mediterr\u00e1neo (CMM)<\/strong><\/a> que nos dej\u00f3 una idea clara: la tecnolog\u00eda, por muy avanzada que sea, solo cobra sentido cuando se convierte en el \u00absistema nervioso\u00bb de una marca.<\/p>\n<p>Porque hoy d\u00eda, pocos son los que no levantan la mano cuando se les pregunta si han asistido a conferencias, seminarios, webinars\u2026sobre IA. Los mismos que usamos la IA cada d\u00eda. No obstante, son muchos menos los que realmente le sacan el partido que tienen, que son capaces de explotar su potencial en pro del negocio. Y ayer, en Valencia, hablamos de ello.<\/p>\n<p>La apertura de la sesi\u00f3n, a cargo de <strong>Amanda Sim\u00f3n (CMM)<\/strong>, ya nos pon\u00eda en contexto: <em>\u00abJornadas como estas tienen much\u00edsimo sentido porque nos ayudan a resolver ese gran anhelo: que la tecnolog\u00eda trabaje a nuestra disposici\u00f3n de manera conectada y coherente\u00bb<\/em>. Con esta premisa, <strong>Joaquim Ramis (VP of Creativity&amp;Media en WAM)<\/strong> tom\u00f3 el relevo para presentarnos un paradigma que rompe con la linealidad tradicional: el <strong>\u00ab<a href=\"https:\/\/wam.global\/es\/wam-room\/el-journey-infinito\/\" target=\"_blank\" rel=\"noopener\">Journey Infinito<\/a>\u00ab<\/strong>.<\/p>\n<h3>Una sola inteligencia para un cliente \u00fanico<\/h3>\n<p>Joaqu\u00edn nos lanz\u00f3 un dato demoledor: aunque el 90% de los CMOs ha implementado iniciativas de IA, <em>\u00abmenos del 10% ha obtenido un valor real en los procesos de negocio\u00bb<\/em>. Para revertir esta cifra, Reyes propuso un cambio de enfoque radical: <em>\u00abUn solo cliente, un solo journey y una sola inteligencia\u00bb<\/em>. La IA no debe ser una f\u00e1brica de contenidos, sino una estructura estrat\u00e9gica que elimine los silos entre departamentos para que la marca reaccione con coherencia en cada punto de contacto.<\/p>\n<h3>Del CRM tradicional al \u00abConversational Commerce\u00bb<\/h3>\n<p>La jornada continu\u00f3 con una bajada a tierra muy necesaria sobre c\u00f3mo captar y convertir en este nuevo entorno. <strong>Paco Abella (Head of Growth <\/strong>en<strong> WAM)<\/strong> y <strong>Sergio Ruiz (Head of Marketing Automation<\/strong> en<strong> WAM)<\/strong> nos mostraron que el futuro del CRM es, literalmente, hablar con \u00e9l.<\/p>\n<p><em>\u00abEstamos rompiendo la barrera de la decisi\u00f3n a todo pasado para empezar a tomar decisiones en tiempo real\u00bb<\/em>, explicaban al hablar de c\u00f3mo las audiencias inteligentes permiten personalizar narrativas al instante. La gran revoluci\u00f3n que pudimos ver fue el concepto de <strong>\u00abHeadless CRM\u00bb<\/strong>, donde desaparece la fricci\u00f3n de los formularios: <em>\u00abNo hay cosa m\u00e1s sencilla que dejar de estar sentado frente a una pantalla y empezar a hablar con tu CRM para completar tus procesos a trav\u00e9s de una conversaci\u00f3n\u00bb<\/em>.<\/p>\n<h3>Agentes que no solo recomiendan, sino que asisten<\/h3>\n<p>Para cerrar, una charla distendida entre <strong>Chema Carratal\u00e1, Senior Business Development Executive<\/strong> en <strong>WAM<\/strong> y <strong>Luc\u00eda Mart\u00ednez, CIO<\/strong> de <strong>AR Hotels<\/strong>, nos presentaron a <a href=\"https:\/\/wam.global\/es\/wam-innovation\/anna\/\" target=\"_blank\" rel=\"noopener\"><strong>Ana<\/strong><\/a>, un modelo de agente conversacional ag\u00e9ntico que ya est\u00e1 transformando sectores como el hotelero. A diferencia de un buscador tradicional, estos agentes est\u00e1n dise\u00f1ados para <em>\u00abconectar con cada cliente de forma m\u00e1s atractiva, natural y eficiente\u00bb<\/em>. Lo m\u00e1s impresionante es su capacidad transaccional: permiten gestionar reservas, pedir un taxi o solicitar servicios de habitaci\u00f3n <em>\u00abdentro del mismo hilo de conversaci\u00f3n, sin redirecciones ni fugas\u00bb<\/em>.<\/p>\n<h3>Lo que nos llevamos<\/h3>\n<p>En el d\u00eda de ayer, nos fuimos de The Terminal Hub con la sensaci\u00f3n de que el marketing difuso tiene los d\u00edas contados. Como bien dijo Joaquim, hoy en d\u00eda <em>\u00abser irrelevante es mucho m\u00e1s caro que ser invisible\u00bb<\/em>. La IA ya no es una opci\u00f3n de futuro; es la herramienta que nos permite, por fin, recordar, entender y actuar con cada cliente de forma \u00fanica en un ciclo que nunca termina.<\/p>","protected":false},"excerpt":{"rendered":"<p>Ayer nos levantamos en Valencia con la mirada puesta en el futuro (como siempre, pero ayer, especialmente). Desde las impresionantes vistas de The Terminal Hub, presentamos una jornada junto al Club de Marketing del Mediterr\u00e1neo (CMM) que nos dej\u00f3 una idea clara: la tecnolog\u00eda, por muy avanzada que sea, solo cobra sentido cuando se convierte [&hellip;]<\/p>\n","protected":false},"author":38,"featured_media":8039,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[43,49],"tags":[276,277],"solutions":[259],"formats":[40],"class_list":["post-8038","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ia","category-marketing","tag-ia","tag-marketing","solutions-marketing-automation","formats-articulo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Marketing e IA: Nuestro Journey Infinity en Valencia - WAM<\/title>\n<meta name=\"description\" content=\"Descubre c\u00f3mo el Infinity Journey est\u00e1 transformando el marketing. 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