From June 10 to 12, the Digital Enterprise Show will analyze in Málaga how CMOs from major brands are integrating AI in a structural and strategic way to transform their relationship with consumers.
Artificial intelligence is no longer just a support tool in the marketing world; it is the central axis around which the most advanced strategies in the sector revolve. According to various market reports, up to 80% of marketing departments have already adopted AI solutions to automate campaigns, analyze data, or generate content. However, the true revolution is still underway: integrating this technology strategically and structurally, not merely as a technological patch but as a key pillar of competitiveness and differentiation.
This will be precisely one of the major thematic axes of the Digital Marketing Planet, a forum held as part of the DES – Digital Enterprise Show 2025, the largest European event on exponential technologies, taking place at FYCMA in Málaga from June 10 to 12.
Success Stories with AI: From Unilever to DHL
The event will gather marketing leaders from some of the top global brands to showcase how they are using artificial intelligence to enhance their relationship with audiences and maximize their return on investments. Among those present will be:
- Ander Torinos, CMO of Unilever Personal Care & Beauty
- Manuel Royo, CMO of Beko in Europe
- Nuno Martins, Marketing and Communication Director at DHL
- Beatriz Calzada, Performance Marketing Manager at Nationale-Nederlanden
- Áurea Carrión, CMO of Grosso Napoletano
In addition, companies like Repsol, Navantia, Seat, Acciona, and Clear Channel will demonstrate how they are incorporating generative AI into their internal processes and how this affects their understanding of engagement, omnichannel strategies, and intelligent segmentation.
TikTok, Podimo, and the Future of Advertising Entertainment
Platforms like TikTok and Podimo will also be represented to explain how they are shaping new forms of communication based on authentic, creative content that connects with the community. Teba Lorenzo, head of TikTok in Spain and Portugal, will analyze the keys to connecting with young audiences, while executives from Vocalis Group and Podimo will discuss the rise of podcasts as a tool for brand loyalty.
Advertising Profitability and Social Algorithms
Manel Gómez, a specialist in Meta Ads campaigns, will explain how to achieve sustained profitability on Facebook and Instagram, anticipating updates to algorithms and common mistakes that are already being penalized.
Additionally, the impact of artificial intelligence on building new sales strategies will be discussed. Oliver Blanchard (The Futurum Group) and Christo Kaftandjiev (Sofia University) will reflect on how data, new platforms, and consumer behavior changes are reshaping traditional models.
How to Apply AI Structurally?
According to industry data, while the adoption of AI is widespread, 51% of companies still cannot accurately measure the ROI of their investments in artificial intelligence. For this reason, Gerardo Casas, a digital transformation and eCommerce expert, will address how to structure AI within the organization so that it is not just a one-off tool but a measurable and sustainable return system.
The event will also tackle ethical and regulatory implications. Frank Moreno, delegate from the European Office of AI, will discuss how brands must prepare to comply with new legislation while ensuring data protection and corporate reputation.
DES2025: Much More Than Marketing
The Digital Enterprise Show does not solely focus on marketing. With over 400 speakers, it will address the exponential technologies that are transforming entire industries, from quantum computing to cybersecurity and agent-based AI. With participation from companies such as PepsiCo, Grupo Aire, Mapfre, Allianz, and L’Oréal, the event expects to gather more than 16,000 professionals from June 10 to 12 in Málaga.
About DES | Digital Enterprise Show
Organized by Nebext in collaboration with the City Council of Málaga and the Government of Andalusia, the DES has established itself as the largest professional event in Europe on exponential technologies. It provides high-level executives with the most innovative tools to lead digital transformation in large companies, SMEs, and public administrations.