Sign Up Now to Attend Intent HQ 3rd Annual IESE Congress, Madrid.

5 min. Read

The 3rd Annual IESE Congress in association with Intent HQ takes place on Tuesday 28th May in the stunning Auditorium of IESE’s Executive Building in Madrid.  

This year, Prof. José Luis Nueno and his world-class research team, with support from Intent HQ will premiere their latest research exploring the impact of AI on customer loyalty and loyalty programmes, and its effect on consumer goods and services. 

What you’ll learn at the Intent HQ 3rd Annual IESE Congress

Attendees will delve into the transformative impact of artificial intelligence on traditional loyalty programs. Discover the latest advancements in AI technologies applied to loyalty programs, along with research findings from several consumer sectors in Spain. See the full agenda below along with what you can expect from the day. 


Tuesday 28th May

IESE Business School, Camino del cerro del águila, 328023, Madrid

All presentation sessions will be bi-lingual in Spanish and English with live translation. 

8:30 AM: Registration & Networking

  • Kick off the day by connecting with industry peers and experts alike.

9:00 AM: Keynote: Discovering Consumer Loyalty through AI

10:00 AM: Lecture: The Reality of Consumer Loyalty in 2023-2024

  • Alfonso Urien, Director of the Intent HQ Chair.
  • Explore loyalty trends across different sectors using real transactional data, identifying which sectors and brands are leading in loyalty and how loyalty dynamics are evolving.

10:40 AM: Round Table: What is consumer loyalty like? What are the economics of loyalty?

12:00 PM: Lecture: Loyalty in Tomorrow’s world: The revolution of Generative AI in marketing and its relevance for the consumer

  • Jonathan Lakin, CEO of Intent HQ.
  • Understand the impact of Gen AI on consumer behavior and its significance for future loyalty strategies.

12:40 PM: Keynote: Consumer Engagement at the Edge: How distributed AI facilitates loyalty programmes

  • Ofer Tziperman, SVP at Intent HQ.
  • Learn how Distributed AI technologies can enhance and optimize loyalty programs, improving consumer engagement and loyalty outcomes.

1:20 PM: Panel Discussion: Generative and distributed AI at the heart of consumer engagement

1:50 PM: Final Conclusions

  • Wrap up the day’s insights with Prof. José Luis Nueno and Alfonso Urien, leaving you with key takeaways to propel your organization forward.

2:00 PM: Cocktails & Networking

  • Wind down the day with cocktails and valuable networking opportunities.

Don’t miss out on this opportunity to gain invaluable insights, forge meaningful connections, and transform your approach to consumer loyalty. 

Reserve Your Seat:


IESE Congress Speakers

Prof. José Luis Nueno

José L. Nueno is a professor in the Marketing Department and holds the Intent HQ Chair on Changing Consumer Behavior at IESE Business School. He earned a PhD in Business Administration (Marketing) from Harvard University, an MBA from IESE, and a law degree from the Universitat de Barcelona. José’s expertise lies in distribution channels and manufacturer/distributor relationships, and he has contributed extensively to literature on globalization, consumer and luxury goods marketing, and relationship marketing. He has taught at several esteemed business schools, including INSEAD, and served as a visiting professor at the University of Michigan.

José actively participates in educational programs across Latin America, most recently at IPADE in Mexico and INCAE in Costa Rica. Additionally, he has directed executive sessions for over 100 corporations and spoken at industry meetings and conferences worldwide. José is a prolific author, having published numerous articles and books on marketing topics. He serves on the boards of several international companies and has been a corporate consultant for over three decades, providing strategic guidance to national and international corporations in marketing and strategy.

Check out José’s Linkedin here.

Alfonso Urien, Director Cátedra Intent HQ

Alfonso Urien is a seasoned entrepreneur and executive with a rich background in business management and mechanical engineering. Holding an MBA from IESE Business School, and an MSc in Mechanical Engineering, Alfonso’s journey is marked by his spirit of entrepreneurship and innate curiosity. Outside business life, Alfonso is married and a father of two young children.

His professional journey includes launching ventures like Ready 4Ventures and Adogre, and founding a venture capital firm in northern Spain. His diverse experience spans significant sectors, including aerospace with roles at Rolls-Royce and ITP Aero, manufacturing at Celsa Group, and consulting at firms such as Idom and NTT DATA. Alfonso also pioneered a talent-focused spinoff at IECISA.

Currently, he directs the Intent HQ Chair at IESE, playing a pivotal role since joining IHQ in 2021. Alfonso’s multifaceted career and leadership across various industries not only underscore his versatile expertise but also his vision in steering business innovation and talent development at the highest levels.

Check out Alfonsos’ Linkedin here.

Jonathan Lakin, CEO, Intent HQ

Jonathan Lakin is the founder and CEO of Intent HQ which he founded with a clear purpose, to help our clients – big brand owners including some of the world’s largest telcos – to create more relevant and sustainable customer interactions — making customers happier and delivering better margins.

Jonathan has spent much of his career at the intersection of big data, AI, and human behavior. He has created, led, and invested in multiple early-stage and growth technology ventures, creating products and services that have delivered hundreds of millions in value to telcos, investment banks, FMCG companies, retailers, and entertainment companies.

He has an MBA from IESE Business School, and believe it or not, a degree in Typography (just like Mr. Jobs).

Check out Jonathan’s Linkedin here.

Ofer Tziperman: SVP, Intent HQ

With over 30 years’ experience as entrepreneur and leader of High Tech private and public companies, Ofer was the CEO of Anagog when it was merged with Intent HQ in 2023. Currently Ofer is serving as SVP Business Development at Intent HQ. Prior to Anagog he was the CEO of OTI (NASDAQ: OTIV), a leading developer of NFC based payment solutions and as the CEO of Parx, a provider of on-street parking payment solutions (developer of ‘EasyPark’). In 2000 Ofer co-founded LocatioNet Systems, a pioneer in the Location-Based Services market. In 2001 the World Economic Forum awarded him in Davos as ‘Technology Pioneer’. Ofer has an LLB Law degree from the Tel-Aviv University.

Check out Ofer’s Linkedin here.

IESE Congress Panelists

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