{"id":2112,"date":"2026-06-17T10:14:28","date_gmt":"2026-06-17T08:14:28","guid":{"rendered":"https:\/\/vandelay.es\/marketing-inteligencia-artificial-des-2026\/"},"modified":"2026-06-17T10:14:42","modified_gmt":"2026-06-17T08:14:42","slug":"marketing-and-artificial-intelligence-from-2026","status":"publish","type":"post","link":"https:\/\/vandelay.es\/en\/marketing-and-artificial-intelligence-from-2026\/","title":{"rendered":"DES 2026: 5 signs pointing to the future of marketing with artificial intelligence"},"content":{"rendered":"

The marketing using artificial intelligence<\/strong> It is no longer just a promise, but has become the foundation on which campaigns that really work are built. You don\u2019t have to look far to see this: from 9 to 11 June, M\u00e1laga hosted the tenth edition of DES \u2013 Digital Enterprise Show<\/a>, one of the most important business technology events in southern Europe, and the conversation kept coming back to the same topic: how AI is reshaping the way we plan, execute and measure marketing.<\/p>\n

At Vandelay, we follow these events not for the novelty\u2019s sake, but because they often foreshadow what will eventually come knocking on any business\u2019s door in a few months\u2019 time. According to the coverage of the event published by Direct Marketing<\/a>, the 57% among Spanish professionals is already using artificial intelligence proactively. This is not a passing fad: it is a fundamental shift. We have reviewed the key takeaways from DES 2026 and distilled them into five specific indicators, with practical implications for businesses that do not have an innovation department but simply want to improve their sales.<\/p>\n

\"Professional<\/figure>\n

1. AI is moving beyond being a tool to become infrastructure<\/h2>\n

For years, we\u2019ve talked about \u201cusing AI\u201d in the same way one uses a calculator: as an occasional aid for a specific task. At DES 2026, that framework proved inadequate. The recurring theme among the speakers was that artificial intelligence is being integrated throughout the entire marketing workflow, from the initial briefing to the final report, including content creation and data analysis.<\/p>\n

In practice, tools such as Claude, Canva, Jasper AI and Semrush are already changing the day-to-day work of teams: what used to take an afternoon is now done in minutes. It\u2019s important to understand this properly, because it changes the question. It is no longer a question of \u201cWhich AI tool should I buy?\u201d, but rather \u201cWhich parts of my process can I redesign so that AI works with me from start to finish?\u201d. It is that second question that distinguishes those who simply automate individual tasks from those who achieve real efficiency gains.<\/p>\n

2. ROI is back in the driving seat (and in a cookie-free environment, no less)<\/h2>\n

If one thing became clear, it is that creativity and technology cannot be sustained without measurable results. Return on investment was one of the key themes of the event, and not by chance: brands are demanding ever greater precision and less hot air. What\u2019s interesting is that this demand comes just as third-party cookies are becoming less useful and traditional tracking methods are proving inadequate.<\/p>\n

The sector\u2019s response? To rely on its own data (the famous first-party data<\/em>) and AI-powered attribution models capable of estimating what is working, even though we can no longer track everything click by click. For an SME, this translates into very practical advice: look after your own customer database, your website and your email as if they were assets, because they are becoming increasingly valuable. AI can help you make the most of them, but first you need to have that data in-house.<\/p>\n

3. Hyper-personalisation becomes a competitive advantage<\/h2>\n

The relationship between brands and consumers is becoming increasingly nuanced. AI makes it possible to segment audiences, anticipate needs and interpret behaviour with a level of detail that would have been unthinkable five years ago. The event even touched upon so-called \u201cspatial AI\u201d, which combines sensors, computing and artificial intelligence to create more immersive experiences in retail and at events.<\/p>\n

Without going to such extremes, the underlying idea applies to almost any business. *Direct Marketing* highlighted a striking statistic from the conference coverage: recent studies suggest that AI could improve the customer experience by up to 83% over the next five years. It is worth taking that figure for what it is \u2014 a forecast, not a fait accompli \u2014 but the direction is unmistakable. A customer who receives a message tailored to them is more likely to convert than one who receives the same mass email as ten thousand other people. Personalisation is no longer a luxury; it is what is expected as standard.<\/p>\n

4. \u201cMachines Learn, People Lead\u201d: human judgement remains in charge<\/h2>\n

The slogan chosen for this year\u2019s event was precisely that: Machines learn, people lead<\/em>. And we think this is the most important statement of the whole event, because it puts things into perspective. AI is extraordinary at generating, summarising and analysing, but it lacks brand judgement, it doesn\u2019t know your customer as well as you do, and it doesn\u2019t take responsibility for strategic decisions.<\/p>\n

We\u2019ve seen it far too often: companies that delegate every last detail to AI and end up publishing generic, soulless content that\u2019s indistinguishable from that of their competitors. The advantage isn\u2019t in producing content faster, but in using that time saved to think more carefully. Technology provides the speed; the team sets the direction. When that balance tips in favour of the machine, the result is obvious\u2026 and customers notice it too.<\/p>\n

5. Adoption is no longer just for the big players<\/h2>\n

One of the new features of this year\u2019s event was \u201cUniverso DES\u201d, a format comprising six themed areas \u2014 AI, cybersecurity, cloud, retail, SMEs and entrepreneurial talent \u2014 as well as a section dedicated to digital marketing. The fact that SMEs have their own dedicated section speaks volumes: artificial intelligence is no longer a field reserved for multinationals with large budgets.<\/p>\n

These days, a local business can automate customer service with a well-configured chatbot, generate content drafts for its social media channels, analyse which campaigns are delivering results, and personalise its emails without spending a fortune. The barrier is no longer money or technology; it\u2019s knowing where to start and having a plan that links every action to a real business objective. And that\u2019s where a partner who understands both the tool and your business makes all the difference.<\/p>\n

What shall we do with all this from tomorrow onwards?<\/h2>\n

DES 2026 confirms a trend we\u2019ve been seeing for some time in our day-to-day work: artificial intelligence doesn\u2019t replace marketing \u2013 it enhances it. It reduces the time we spend on routine tasks and leaves us more scope for what really makes a difference: strategy, creativity and customer insight. The companies that will grow the most in the coming months will not be those that accumulate the most tools, but those that best integrate those tools into a well-thought-out plan.<\/p>\n

If you\u2019re wondering how to apply AI-powered marketing to your business without getting lost in the noise of all the latest trends, that\u2019s exactly the sort of conversation we\u2019d love to have. Get in touch and we\u2019ll look at it with the data on the table and a down-to-earth approach.<\/p>\n

\n

Source of event data: Marketing Directo, \u201cAI establishes itself as the new driving force behind marketing at DES 2026\u201d (26 May 2026) and coverage of DES \u2013 Digital Enterprise Show 2026.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

DES 2026, Spain\u2019s largest business technology event, highlights how AI-powered marketing is transforming ROI, data and the customer experience. Here are the five key takeaways for your business.<\/p>","protected":false},"author":2,"featured_media":2111,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[103,102],"tags":[109,99,27,110],"class_list":["post-2112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inteligencia-artificial-2","category-marketing-digital","tag-des-2026","tag-inteligencia-artificial","tag-marketing-digital","tag-marketing-con-ia"],"yoast_head":"\nDES 2026: 5 se\u00f1ales sobre el futuro del marketing con inteligencia artificial - Vandelay<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vandelay.es\/en\/marketing-and-artificial-intelligence-from-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DES 2026: 5 se\u00f1ales sobre el futuro del marketing con inteligencia artificial\" \/>\n<meta property=\"og:description\" content=\"DES 2026, el mayor evento de tecnolog\u00eda empresarial de Espa\u00f1a, confirma c\u00f3mo el marketing con inteligencia artificial est\u00e1 cambiando el ROI, los datos y la experiencia de cliente. 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