O Future of Marketing will be built on data e artificial intelligencebut especially with authentic connections with the public. At least that’s what Diana Ramirez, Latin America Advertising Director in Spotify, and Jason Carmel, VML’s global leader of creative data, discussed in one of the panels of Web Summit Rio 2025.
To ensure this objective, executives highlighted the potential of data as a creative tool, going beyond operational application. “There is a huge potential in injecting data into the creative idea, not just for operationalizing campaigns, but to create something magical and ‘hyper personalized’,” Carmel said.
To illustrate this case, Diana highlighted Spotify Wrapped as an example of generating emotional value and engagement with users. This, especially in Latin America, where is a weight of weight from active users of the platform.
“Brazil and Mexico account for over 20% of those worldwide. Here, average consumption is two hours a day and, mostly, focused on content from local creators,” said the advertising director.
AI’s role in marketing
About, the two executives pointed out different ways, but convergent. Carmel said he had a love and hatred relationship with AI, criticizing the abstract way it is discussed.
“If one was going to heal cancer, the headline should be about healing, not about AI. We need to stop ‘fetishizing’ technology and start talking about what it really does,” he said.
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He pointed out that soon people will have their own AI agents to interact with automated companies. “Either this will save us time, money and energy, or it will be the dumbest cordless phone game,” the VML executive mocked.
Diana explained how Spotify already integrates in products like the radar of news and Spotify ad Manager. “We used it to help brands connect with scale audiences, but always with a human team behind playing the data and translating into creative ideas,” he said.
Creation of Experiences
There is no single way to reach the desired audience, but you must be willing to risk in different formats. Spotify’s advertising director stressed that many creators are incorporating videos to expand engagement with their audiences. “And the brands are also taking advantage of this environment to create more engaging experiences,” he explained.
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In the same line, Jason quoted the “Blend” campaign with the example of a collaborative experience between brands and users, reinforcing the role of responsible personalization.
Still, the executive stressed that the future of marketing requires active listening, responsible use of technology and focus on human experience. “Personalization is not just to show what the consumer wants to see, but asking what he is willing to share.”
