On October 16th, the IESE Campus North in Barcelona came alive with innovation and insight as the 4th IESE Congress, held in collaboration with Intent HQ, brought together a distinguished group of experts, innovators, and industry leaders. This dynamic half-day conference served as a catalyst for thought-provoking discussions and groundbreaking ideas, all centered on the transformative role of AI in shaping the future of consumer loyalty.
Throughout the event, speakers and attendees dove deep into the ways AI is reshaping loyalty strategies and transforming how brands understand consumer behavior. Kicking off with an insightful keynote by Professor José Luis Nueno from IESE Business School, participants explored how AI technology is not only redefining customer loyalty but also personalizing interactions in ways never seen before.
Phil Douty, Global VP of Intent xChange, presented a comprehensive analysis of Spain’s evolving loyalty landscape amid the current economic climate, using real transactional data from Intent HQ’s Market Explorer. His session highlighted that simply relying on traditional data sources isn’t enough; dynamic insights gained from real consumer actions are essential to crafting loyalty strategies that resonate with today’s market.
A lively round table discussion on “What is Consumer Loyalty? How do you encourage greater loyalty?” brought together diverse perspectives from industry leaders like Masha Gurina, Brand & Strategy Advisor, Adrián Escudé CRO of Sequra, and Gustavo Liras del Olmo, Director of Sales, BI and Customer Support at Inloyalty Traveclub, moderated by Professor Nueno. Panelists shared their views on the ongoing challenges and opportunities in loyalty, offering attendees a robust look into what it takes to build lasting connections with today’s customers.
Watch the full conversation here:
Jonathan Lakin, CEO of Intent HQ, captivated the audience with his presentation on Generative AI and its transformative potential for consumer engagement. His talk explored the intersection of human habits and AI’s evolving role in loyalty frameworks, emphasizing the importance of understanding emotional drivers behind consumer behavior. Jonathan highlighted the necessity of preserving privacy while leveraging AI to enhance personalization, ultimately redefining how brands connect with their customers.
Ofer Tziperman delivered a pragmatic and forward-looking session on Distributed AI and its role in revolutionizing consumer engagement through Edge AI. He discussed how this cutting-edge approach enables brands to achieve unparalleled levels of personalization while maintaining the highest privacy standards. By decentralizing AI processing to individual devices, Ofer showcased how organizations can unlock new data insights, reduce dependency on third-party data, and enhance customer loyalty with precision and efficiency.
The day concluded with a powerful summary of shared insights and a look at the exciting possibilities ahead in consumer loyalty. Attendees then enjoyed cocktails and continued networking, building valuable connections and sparking collaborations in this dynamic and evolving field.
We thank all attendees for making the congress a success. We hope the knowledge shared will equip companies with tools and strategies to address changes in consumer behavior and create genuine loyalty strategies using AI.
Most of the data that the conference analyzed is provided by Intent HQ’s Market Explorer. The market insights provided in Market Explorer are based on what consumers actually do, and not what they say they do, thus differentiating it from other similar products on the market. It allows you to create easy segmentation strategies, increase revenue, and make intelligent brand positioning decisions.
Learn more about Market Explorer here.
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