IOS Network Summit 2026: How the Business Gathering Focused on Marketing and AI Unfolded

Artificial intelligence has transitioned from a technological promise to a tool actively reshaping business decisions, brand communication, and how companies build customer relationships. This was a central theme at the IOS Network Summit 2026, held on November 11th at Espacio Virreyes in Mexico City.

Under the concept of It’s all about Marketing, the eighth edition of this business gathering brought together executives, specialists, entrepreneurs, and leaders from various industries. The objective was to analyze the transformations facing marketing and the opportunities presented by artificial intelligence.

Through conferences, panels, and networking sessions, the event organized by IOS Offices addressed the challenges organizations face in an environment where technology accelerates processes, alters consumer habits, and raises customer expectations.

A key focus of this edition was “The Era of Emotional AI,” a proposal inviting reflection on the relationship between technology and people. The discussion extended beyond digital tools to encompass the roles of creativity, personalization, efficiency, and the human factor in creating business experiences.

The agenda also featured insights from Melissa Arria, a specialist in digital marketing and business growth, and Maca Rotter, President and CEO of La Panadería Licensing & Marketing. These speakers offered perspectives on the evolution of commercial strategies, brand development, and the opportunities arising from connecting creativity with new business models. Their contributions enriched the conversation on the challenges companies face in building relevant brands, generating experiences, and leveraging new technological tools in an increasingly competitive market.

With eight years of history and over six thousand cumulative attendees, according to IOS Offices, the Summit has established itself as a vital space for connecting decision-makers within the Mexican business ecosystem.

Artificial Intelligence in Marketing: IOS Network Summit 2026

A pivotal moment at the IOS Network Summit 2026 was the panel dedicated to examining how artificial intelligence is transforming marketing strategies, discussed from the perspective of leaders in commercial and communication departments across various companies.

The panel included Christian Burguete, Marketing Manager at Dell; Pablo Geluda, co-founder of Business Republic; Claudia Buenrostro, Head of Marketing, Media & Digital at Stellantis; and Leonardo Desentis, Chief Marketing Officer at Codere.

Drawing from their experiences, the participants agreed that artificial intelligence is already yielding concrete results within organizations, primarily through time reduction, budget optimization, and enhanced access to information for faster decision-making.

According to Christian Burguete, one of the most significant changes relates to the time required for research and analysis activities. Processes that previously took several days can now be completed in minutes using AI tools.

Claudia Buenrostro highlighted the impact of these tools on creativity and production costs. From the automotive industry perspective, she explained that AI enables the multiplication of campaigns and expands brand communication possibilities. For Stellantis, this transformation represents an opportunity to develop broader communication strategies and cater to the specific needs of each brand. However, Buenrostro cautioned that integrating AI requires creative oversight, emphasizing that production speed should not compromise content quality or emotional connection with consumers.

From a different viewpoint, Leonardo Desentis pointed out that the enthusiasm for automation also carries risks. He believes companies must avoid confusing efficiency with value creation, especially as new tools begin to replace tasks previously handled by specialized teams.

What Concrete Results is AI Generating in Businesses?

Beyond expectations, participants identified applications already transforming their organizations’ daily operations. Key examples include:

Process Automation: Generating reports, alerts, and operational tasks that reduce repetitive work.
Information Analysis: Processing large volumes of data to identify patterns, anticipate behaviors, and improve business decisions.
Experience Personalization: Developing differentiated messages and strategies tailored to individual consumer interests and needs.
Budget Optimization: Enhancing the capacity to produce content and campaigns, and allocate resources across various initiatives.
Customer Service: Integrating chatbots and communication tools to streamline prospect follow-ups and service requests.

Regarding customer service, Buenrostro explained that automotive brands are using AI tools to improve interactions with potential customers through their digital platforms. Chatbots, for instance, can adapt their responses to each brand’s personality, offering a more personalized interaction. This marks a shift from traditional models where customers had to wait for an advisor after submitting their information on a website.

Leonardo Desentis identified three major applications at Codere: automation, analysis, and contextualized segmentation. The latter allows commercial messages to be adjusted based on audience interests and behaviors, aiming to deliver more relevant content.

In this manner, the IOS Network Summit 2026 concluded a conversation that transcends traditional marketing domains. AI is now integral to business decisions, impacting sales, customer service, productivity, and brand building.

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IOS Network Summit 2026: How the Business Gathering Focused on Marketing and AI Unfolded