{"id":9288,"date":"2026-05-07T12:28:16","date_gmt":"2026-05-07T10:28:16","guid":{"rendered":"https:\/\/wam.global\/wam-room\/\/?p=9288"},"modified":"2026-05-07T15:47:14","modified_gmt":"2026-05-07T13:47:14","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 <strong><a href=\"https:\/\/clubmarketingmediterraneo.com\/\" target=\"_blank\" rel=\"noopener\">Club de Marketing del Mediterr\u00e1neo<\/a><\/strong> (CMM) 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 usamo la IA cada d\u00eda. No obstante, son muchos menos los que realmente le sacan un partido real, que son capaces de explotar su potencial en pro del negocio. Como se\u00f1alaba Joaquim, nos movemos en un \u00abmarketing difuso\u00bb donde se invierte por inercia, pero sin una trazabilidad clara entre el impacto tecnol\u00f3gico y el resultado de negocio. Y ayer, en Valencia, hablamos de ello.<\/p>\n<p>La apertura de la sesi\u00f3n, a cargo de <strong>Amanda Sim\u00f3n<\/strong> (CMM), 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<\/strong> (VP of Creativity&amp;Media en WAM) tom\u00f3 el relevo para presentarnos un paradigma que rompe con la linealidad tradicional: el \u00abJourney Infinito\u00bb.<\/p>\n<h3>Una sola inteligencia para un cliente \u00fanico<\/h3>\n<p>Joaquim 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, Joaquim 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. El objetivo es dejar de ver la adquisici\u00f3n, la conversi\u00f3n y la fidelizaci\u00f3n como etapas estancas para entenderlas como un ciclo de retroalimentaci\u00f3n perpetua.<\/p>\n<h3>Del CRM tradicional a la era conversacional<\/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<\/strong> (Head of Growth en WAM) y <strong>Sergio Ruiz<\/strong> (Head of Marketing Automation en WAM) 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 toro pasado para empezar a tomar decisiones en tiempo real\u00bb<\/em>, explicaba Paco 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>. Esta tecnolog\u00eda permite que el equipo comercial actualice leads o env\u00ede propuestas mediante voz, mientras que el cliente disfruta de una web din\u00e1mica que \u00abrecuerda\u00bb sus interacciones previas para ofrecerle exactamente lo que necesita.<\/p>\n<p>En este punto, Sergio introdujo la visi\u00f3n de \u00abMarketing Cloud Next\u00bb, el siguiente nivel en la automatizaci\u00f3n de marketing. Ya no hablamos solo de enviar el mensaje adecuado, sino de utilizar la IA predictiva para detectar patrones de abandono (churn) o propensi\u00f3n de compra antes de que ocurran, permitiendo que la marca se anticipe org\u00e1nicamente a la necesidad del usuario.<\/p>\n<h3>Agentes que no solo recomiendan, sino que asisten<\/h3>\n<p>Para cerrar, una charla distendida entre <strong>Chema Carratal\u00e1<\/strong>, Senior Business Development Executive en WAM y <strong>Luc\u00eda Mart\u00ednez<\/strong>, CIO de <a href=\"https:\/\/www.ar-hotels.com\/\" target=\"_blank\" rel=\"noopener\">AR Hotels<\/a>, en la que nos presentaron a <strong>Anna<\/strong>, 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>. Luc\u00eda destac\u00f3 un punto vital: la importancia de que estos agentes respiren la identidad visual y el car\u00e1cter de la marca, asegurando que la IA no sea un ente extra\u00f1o, sino una extensi\u00f3n de la hospitalidad del hotel. Lo m\u00e1s impresionante es su capacidad transaccional: permiten gestionar reservas, pedir un taxi o solicitar servicios de habitaci\u00f3n \u00ab<em>dentro del mismo hilo de conversaci\u00f3n, sin redirecciones ni fugas\u00bb<\/em>.<\/p>\n<h3>La IA como activo, no como tendencia<\/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>. No se trata de cambiar todo el ecosistema de golpe, sino de apostar por casos de uso concretos (MVP) que demuestren que 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":9289,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[281],"tags":[],"solutions":[],"formats":[40],"class_list":["post-9288","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","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>IA y Marketing: Claves del Infinity Journey | WAM<\/title>\n<meta name=\"description\" content=\"Descubre c\u00f3mo la IA y el infinity journey transforman el marketing. 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