Inspirational IAB 2026

Artificial intelligence, human judgement and new ways of connecting technology, creativity and business.

Artificial intelligence, creativity and new business models took centre stage at the latest edition of Inspirational, the event organised by IAB Spain. JAKALA took part as a sponsor for the third year in a row, reaffirming its commitment to the digital industry and to spaces for reflection and exchange on the challenges that will shape its future.

On 27 and 28 October, the Círculo de Bellas Artes in Madrid hosted Inspirational '26. Under the motto "Open to questions", the event brought together industry professionals and companies to explore how technology, creativity and new consumer habits are transforming the way we work and connect with audiences.

At JAKALA, we took part in this edition with our eyes on the challenges that will define the future of marketing. These include how to harness the potential of artificial intelligence, how to evolve working models, and how to turn innovation into real business results.

As sponsors, we came away with valuable conversations about innovation, artificial intelligence and new opportunities for brands and businesses.

From prompt to system: the challenge of agentic marketing

One of the highlights of our participation took place on 27 October, at the round table "From prompt to system: idea, judgement and execution in the era of agentic marketing", held within the AI & Data space.

Marisa Manzano, Digital & Media Growth Director at JAKALA, shared the stage with César Alonso (Movistar), Fernando Lázaro (SuperReal), Juan García-Escudero (Piel Creative Studio) and Lourdes Cárdenes (Mahou San Miguel). Together they discussed how AI agents are transforming marketing and advertising processes.

The conversation addressed a key shift. Organisations are moving from using AI tools to carry out specific tasks to building systems that can coordinate entire processes, optimise campaigns and operate with greater autonomy.

But does this mean that more automation is always better?

The potential of AI agents goes beyond speeding up tasks. They also make it possible to rethink processes, connect capabilities and transform the way teams work. For this evolution to generate value, however, reliable data, clear objectives and well-defined processes are essential.

Without a solid foundation, technology can speed up work, but it can also multiply errors. The challenge is therefore not only to incorporate new technological capabilities. It is to design systems that respond to a business strategy and whose results can be measured.

Human judgement still makes the difference

As certain tasks become automated, the role of professionals is also evolving. Teams are taking on new responsibilities related to designing strategies, supervising systems, interpreting results and making decisions.

The panel also discussed the limits of technological autonomy and the importance of keeping mechanisms for control, measurement and traceability in place.

Artificial intelligence can help us work more efficiently and explore new possibilities. However, decisions involving a brand's values, ethics and reputation still require human judgement and accountability.

The challenge of agentic marketing therefore lies in striking the right balance between technological capabilities, strategic vision and human oversight. It is not about automating for the sake of it. It is about identifying where AI adds value and how to integrate it responsibly into business processes.

Creativity, business and new ways of connecting

Beyond artificial intelligence, Inspirational '26 explored other changes that are redefining the digital ecosystem.

The Digital Business and Content & Connected Media sessions looked at the evolution of business models, advertising measurement and new ways of reaching consumers who move across multiple channels and formats.

Meanwhile, the Entertainment, Next & Innovation and New Codes spaces focused on the role of content creators, digital communities and the new cultural codes that are transforming communication between brands and audiences.

All of these perspectives share the same challenge: seizing the opportunities that innovation brings without losing sight of what really matters, which is understanding people and building meaningful connections.

In an environment where technology is expanding what brands can do, understanding audiences' needs and adding value in every interaction remains essential.

JAKALA at the Inspirational '26 Awards

Our participation in Inspirational '26 concluded on 29 October with the Inspirational Awards gala, where IAB Spain recognises outstanding projects and initiatives in the digital industry.

Our colleague Emérito Martínez Chacón, Advisor Director at JAKALA, presented the award in the category "Corporate Purpose and Social Impact for NGOs and Foundations". This category recognises initiatives aimed at generating a positive impact on society.

His participation also highlighted how creativity and digital innovation can help drive purpose-led projects and create impact that goes beyond commercial results.

Keep asking the right questions

Inspirational '26 left us with a reflection that speaks to the industry's current challenges. Digital transformation is not just about adopting new technologies. It is about knowing how to use them to create real value.

At JAKALA, we remain committed to connecting technology, data, creativity and business knowledge. Our goal is to help organisations transform their processes, make better decisions and build more meaningful relationships with their audiences.

In an industry that never stops evolving, innovating also means challenging the status quo, learning continuously and staying curious.

Because moving forward is not only about finding answers. It is also about knowing how to ask the right questions.