AI to improve industries: from neurodata for trauma
recovery, to the democratization of art and the success of marketing.
167 Madrid, 17June 2024. –The
application of AI is achieving huge advances in the industry, from optimizing
productivity to achieving hyper-personalization in customer service, boosting
creativity and improving people's health. DES - Digital Enterprise Show,
the largest European event dedicated to exponential technologies held last week
in Malaga, Spain, has addressed how the application of AI is contributing as a
lever for the transformation and competitiveness of companies.
In the healthcare sector, AI is achieving great
benefits in improving people's well-being. However, with the irruption of
neurodata, it is necessary to guarantee new individual rights, boost
regulation, as well as the responsible use of technology. Ana
Maiques, CEO ofNeuroelectrics, addressed the possibilities
offered by the application of AI to neuroscience. "Using neural twins
to see what happens in brains suffering from depression, epilepsy, etc. we can
also stimulate the brain with electroshocks to treat it.” But, at the same
time, she has brought up privacy challenges. "Right now, you can choose
not to have social media profiles if you don't want to see what's on them. But
once you have things implanted in your brain, you don't have a choice. It's a
big unknown what technology like implants will do to us."
Poonacha Machaiah,
Chief Executive Officer at The Chopra Foundation, said that "the future
of AI in health is to make disease 'optional'. We should not die of diseases,
which are largely due to lifestyle factors rather than genetics". At
the same time, he advocated a conscious use of data and considered that the
correct application of AI can help to counteract episodes of suicide and other
technologies, such as the metaverse, can aid recovery from trauma and phobias.
At the same time, Oualae Alami,
Global Commercial Lead, Combos and Influenza Vaccines at Pfizer highlighted the
improvements that AI is bringing to the early identification of cancer and the optimization
of treatments. She also considered that this technology can improve access to
treatment and health information with equity, but to do so "we need a good
representation of ethnicity and gender, and we need to make sure that AI
corrects some of the biases, errors, that science has had in the past".
AI, revolutionary in
Marketing
DES was joined by Neil Patel,
ranked by Forbes as one of the top 10 marketers and co-founder of NP Digital,
who discussed the improvements that AI is bringing to the industry. "Most
people overestimate what AI can do now. It's not a magic wand, but they
underestimate what it will do in the future," he said. He explained that
AI is helping to save time and costs and boost campaign personalization and
performance. "AI can help build trust with audiences by understanding
what they like and dislike," he said. As such, $240 billion has been
wasted on ineffective ad campaigns, and "AI can uncover more ways to
improve ad spend and ROI".
Anotherway to boost entertainment
DES launched for the first time the Entertainment
Forum which explored the impact of AI on the industry. TV presenter Luján
Arguelles argued in favor of the human touch in the industry.
"A machine can't watch as we do," she said while advocating
for regulation of technology and good journalism practice. "Now
thousands of news items are automatically generated, but when you click on them
there is nothing," she said. Carlos Núñez,
President and CEO of PRISA Media, agreed, stating that technological tools can
be used to increase value, but not to replace content. "The work of the
journalist will not be replaced. You must look for the news and investigate,
and machines can't do that".
For his part, Ángel Durández,
president of Arcadia Motion Pictures, highlighted the role of AI in the film
industry. "It has made the cost of production much cheaper, which has
generated less need to go abroad for filming". Evelio
Acevedo, Managing Director of the Museo Nacional
Thyssen-Bornemisza, said that, about public museums, "the big players
in tech want to take advantage of art and data, but we must not forget the
public". After stressing that AI is not currently capable of imitating
the creative and emotional process of the artist, he indicated that the museum
has issued NFTs on an experimental basis because "they make it easier
to reach other audiences and democratize the art collection. We must take these
steps to bring art closer to certain people".
Hospitality industry:
application for sustainability drive
AI is also bringing great benefits to the
hospitality industry, especially when it comes to driving sustainability and
improving sustainable development goals. Carmen Gómez - Acebo,
Sustainability Director Spain and Portugal at Coca-Cola Europacific Partners,
considered AI essential not only to define the objectives and commitments
associated with ESG criteria but also to apply transparency in the communication
of data. "Our management team is making decisions based on
sustainability data and how we impact the world globally.” And so, they
have managed to reduce around 93% of emissions.
Similarly, Ana Abade,
Institutional Relations Director for Spain and Portugal at Booking.com,
highlighted the importance of data in helping tourists travel sustainably.
"If we show the carbon footprint, we can make tourists choose how to
travel with less impact on the environment". Other speakers such as Guillermo
Espinosa de los Monteros, ESG Consulting Manager at Experis Spain, and Juan
José Freijo, Chief Sustainability Officer and VP Government
Affairs at Brambles, also confirmed the benefits of data to gain efficiency and
contribute in a very beneficial way to the supply chain. "Thirty
percent of the transports on the road today are empty. The data helps us to
sort the goods going in one direction or the other to avoid this situation and
reduce emissions," said Freijo.
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About DES | Digital Enterprise Show (June 11th-13th, 2024, FYCMA, Málaga): DES - Digital Enterprise Show is an event of Nebext - Next Business Exhibitions in collaboration with the City of Malaga and the Junta de Andalucía. Along with its seven editions, it has become the largest European professional event on exponential technologies and one of the global benchmarks that offers senior management of companies the latest solutions and products to accompany large corporations, SMEs and European Public Administrations towards digital transformation. Throughout 3 days, we combine technology and innovation with digital leadership, technological solutions to improve customer and employee experience, optimization of operational processes and the identification of new business models, services and products for all industries.
Press contact:
Juliana Lorenzo, Mamen Hernández, Enric Casals
e-Mail: press@des-show.com
Phone: (00 34) 919 551 551