In recent years, we’ve seen how artificial intelligence at work has gone from being a promise to becoming an everyday tool in many companies. 

From task automation to content creation, its potential is undeniable. But in this wave of technological transformation, there’s something we must not forget: What’s the use of a tool without a good story to tell?

Our Director and Vice President of Consulting, Creative & Content at Adsmurai, Victor Puig, shares his thoughts on this at Innova Bilbao — the conference on innovation and digital marketing where top experts discuss digital business, new technologies, communication, entrepreneurship, and more.

Artificial intelligence doesn’t replace — it empowers

At Zinkdo, we’re crystal clear about this: artificial intelligence at work isn’t here to replace people — it’s here to give them superpowers. Creativity, strategy, and brand storytelling remain the pillars of marketing. And that’s exactly where everything begins.

Because AI can help you generate ad variations, fine-tune music without cuts, or translate a voiceover into multiple languages — but it can’t decide for you what story your brand should tell, or why that story deserves to be told.

The challenge lies in understanding how to leverage authenticity, creativity, and real-time interaction to not only appear in search results but to become an active part of the conversation. In this new TikTok, success is not just about being found; it’s about being authentically relevant.

Strategy first, then tools

Every marketing action should respond to a clear strategy. What do we want to achieve? Who are we targeting? What’s our value proposition? What tone do we use? How do we stand out?

Once all of that is well defined, AI makes perfect sense. It can help you scale, optimize, save time... but it can’t replace the strategic thinking that gives direction to everything you do.

How do we apply artificial intelligence at work?

In our daily work, we use AI across many areas — but always with one key principle: technology exists to serve human talent. To enrich our creative ideas, inspire content planning, strengthen brand messages, detect insights in community management, optimize SEO, analyze data from multiple sources, and develop solutions like corporate chatbots with their own personality, among others.

But maybe most importantly, we use artificial intelligence at work to free up time: time to think better, to connect more, and to be more creative.

The Shift: Redefining marketing transformation through AI

As part of Adsmurai, we are committed to leading a new way of understanding artificial intelligence at work — not as an end in itself, but as a means to an end. And we do so through The Shift, “a strategic movement that redefines the transformation of the industry through artificial intelligence.”

It’s a mindset shift that allows us to focus on what really matters: people, ideas, and strategy.

This isn’t about choosing between technology or humanity. It’s about using technology to become more human, more empathetic, more strategic, more creative — and to focus on building relationships. Because if there’s one thing we know for sure, it’s that “marketing success still depends on the human factor.”

You can watch Victor Puig’s full talk at Innova Bilbao here.