JAKALA Connect: Back to School, Back to Adobe

On September 23, JAKALA and Adobe brought together marketing, technology and customer experience professionals in Madrid for a new edition of JAKALA Connect. A day devoted to analyzing how artificial intelligence is transforming the relationship between brands and consumers, but also the way we work, make decisions and design our processes.

Artificial intelligence no longer occupies only the space of experimentation. Its incorporation into company processes is opening up new possibilities, but also new questions: what can we automate, where is human judgment still necessary, and how do we prepare teams to work in this new scenario.

These were the questions at the heart of JAKALA Connect: Back to School, Back to Adobe, an event in which technology, business and people shared the spotlight.

New technologies, new ways of working

Alberto Alonso (Client Strategy Senior Partner & Managing Director – JAKALA) and Manuel Páez (Head of Alliance & Channel – Adobe) focused on the evolution we are experiencing: AI is beginning to be integrated into companies' own processes, changing not only the tools we use, but also the way we organize, execute and optimize our work.

The day also featured a special appearance by Jero García, former professional boxer, speaker and host of the TV show "Big Brother," who, through his personal story, offered an interesting reflection on the ability to learn, adapt and face change.

How does AI change the way brands are discovered?

One of the highlights of the day came from Daniel García (Adobe Experience Manager Practice Lead – JAKALA), who showed, through a series of tests with AI models, how the rules of brand visibility are changing.

When a user asks an AI model about a brand, a product or a service, the answer no longer depends solely on the factors that traditionally determined visibility in search engines. The models interpret information, context and content to build their own answers.

During the session, Daniel explored precisely what happens when a brand enters this new conversation with the consumer and what it means for companies to adapt their content and experiences to an environment in which AI carries increasing weight in the discovery and decision process.

The next step: bringing AI into processes

The day also looked ahead to the next step in this evolution.

Matías Acosta (Adobe Hub Executive Director – JAKALA) presented the possibilities of Adobe CX Coworker and the role AI agents can play in real business processes, showing how technology can go from being a support tool to becoming a new component within workflows.

The session continued with Boris Daffos (Manager Solution Consulting Italy & Iberica – Adobe), who delved deeper into the possibilities of Adobe CX Coworker and how to incorporate AI agents into processes while maintaining oversight, permissions and human validation at key moments.

Because moving toward a more AI-driven organization does not mean eliminating human involvement, but rethinking where human judgment adds the most value and how to combine it with the capabilities of the technology.

A back to school to keep learning

After the sessions, it was time to share impressions, exchange ideas and continue the conversation during the networking session.

And if one thing became clear during the day, it is that the conversation about AI is no longer just about what the technology can do, but about how to incorporate it in a real way into our processes, what we can delegate and where we need to maintain human judgment.

A new back to school to keep learning, experimenting and, above all, rethinking how we work in this new stage of artificial intelligence.

Missed it?

Here is a short summary video of JAKALA Connect so you can take a look at what we experienced during the day.

▶ Watch summary video