Mexico’s NP Digital and Grupo ISA Promote AI‑Driven Audience‑Centric Marketing

Dulce Lozada, director of Strategy and Innovation for Latin America at NP Digital, argued that despite the rapid rise of generative AI, marketing success still depends on people. She said, “AI changed how people discover information, compare options and make decisions, but the objective of marketing remains the audience.” Lozada emphasized that brands should focus on understanding audiences and using AI as an intermediary, not as the audience itself.

At the Open Finance 2050 conference, Hugo César Camou Campoy, CFO of Grupo ISA, highlighted how AI and data are reshaping outdoor advertising in Mexico. He called for a shift from measuring simple impacts to delivering tangible results such as leads and sales, integrating programmatic tools with traditional media. Camou also noted the potential for AI‑driven data analysis to support financial inclusion and stressed compliance with personal data protection regulations.