Bunker brought together Globant and Meta to talk about artificial intelligence

AI: From Promise to Adoption Boom

On September 19th, Bunker DB hosted an event at the Globant Towers offices, bringing together industry leaders and experts to discuss how marketing is adapting to (and adopting) artificial intelligence. With the participation of Wanda Weigert and Santiago Greco from Globant, Francisco Grancelli and Ignacio Bondoni from Meta, the event became a space for exchanging ideas and key trends, sharing a very clear vision of where we are headed.

Within a few days, our 130-person capacity was filled, and of those, 80 people attended. What started as an event for Argentina 🇦🇷 ended up being a regional event with attendees from Uruguay 🇺🇾 and Paraguay 🇵🇾. The event itself is proof that we are experiencing a boom in adoption. Below, we highlight the key points from the event.

AI is Here to Stay

Although the prevailing view is that AI is still in its early stages and the best is yet to come, it's clear that it is neither new, nor a hype, nor a passing trend. In fact, according to The State of AI 2024 by consulting firm McKinsey, 65% of organizations are using generative artificial intelligence (AI), especially in marketing, sales, and product development. This adoption rate has doubled in just one year.

It's All About Operational Efficiency.

Marketing is a field particularly impacted by digital disruptions. What began as disorganized and rushed uses of AI has now become increasingly systematic. Marketing already identifies where AI can add value in the short and long term. We are entering an era of prompting (text-to-x), where the key more than ever is to think, write, and communicate well. For this reason, our CEO emphasized that "AI has come to change everything: the way we produce, create, analyze, and optimize. It's all about operational efficiency, and AI demonstrates its real and potential contribution every day."

Without AI You Can't, With AI It's Not Enough

When human intelligence (HI) thinks and creates, AI boosts execution. However, when AI replicates itself, very low levels of creativity are observed, and, on the contrary, very high levels of bias and competition between one AI and another (e.g., second-price keyword-based advertising auction systems). In short, AI is nothing without HI. Everything AI does is turn something impossible into something possible, but it can't achieve such high-quality work as HI on its own.

If you're interested in learning more about how AI can transform your marketing strategy, don't hesitate to contact us! Click here to schedule a meeting