Marketing at the Table

A AMD promoveu o seu primeiro encontro Marketing at the Table , que teve lugar no restaurante Caravela D’Ouro. O tema escolhido para inaugurar esta iniciativa foi a “Inteligência Artificial Aplicada ao Marketing”. This event, exclusive to AMD Members, had the special participation of Rogério Canhoto , um dos maiores especialistas na área, que partilhou a sua visão e experiência sobre o impacto transformador da inteligência artificial no mundo do Marketing.

Durante a sua intervenção, Rogério Canhoto abordou uma ampla variedade de temas cruciais para compreender o presente e o futuro da IA no sector:

1. Early History
Artificial intelligence, which today seems like magic, began as a complex and laborious journey, being a testament to how technology has evolved to simplify what was once incredibly challenging.

2. We are lucky
We live in an era of unprecedented transformation, comparable to the greatest disruptions in history, but advancing at a faster pace and with an even greater impact on our lives and businesses.

3. A mix between excitement vs anxiety (fear)
Artificial intelligence brings both extraordinary opportunities and ethical challenges and risks, requiring professionals to be informed and prepared to harness its transformative side responsibly.

4. Competitiveness and Regulation
The disruptive power of AI requires regulation to balance innovation and safety, ensuring that its evolution benefits society as a whole and not just the big players.

5. So and in Business
Despite the potential of AI, many projects fail due to barriers such as lack of quality data, resistance to change, and absence of clear methodologies, highlighting the importance of a strategic approach.

6. A New World for Marketing – Productivity
AI is revolutionizing marketing, increasing productivity, improving personalization, and transforming processes, creating an exponential impact on effectiveness and results.

7. Upskilling and Reskilling - You Have to Be Prepared
The job market is changing rapidly, and professionals need to acquire new skills to lead the AI era, combining creativity, critical thinking, and analytical skills.

8. AI as an Amplifier of Human Capacity
AI does not replace human talent, but it amplifies our capabilities, allowing us to be more creative, productive, and effective by automating repetitive tasks and improving decision-making.

9. Sustainability and Responsible Use
The advancement of AI comes with environmental costs and technological accessibility challenges, requiring a global commitment to the responsible and sustainable use of this technology.

10. What's Next? What We Can Expect
The future of marketing will be shaped by innovations such as avatars, voice synthesis, intelligent agents, and real-time automation, redefining how brands connect with consumers.

O evento proporcionou um momento único de aprendizagem, reflexão e troca de ideias entre os participantes, consolidando o compromisso da AMD em promover o conhecimento e a inovação no sector do Marketing, juntos dos seus Associados.

Este foi mais um passo importante para fortalecer a comunidade de profissionais do Marketing da AMD e prepará-los para enfrentar os desafios e aproveitar as oportunidades que a Inteligência Artificial traz ao mercado.

Após a reflexão conduzida pelo Rogério Canhoto, seguiu-se um animado almoço e momento de networking entre os participantes.

Photos of the Marketing at the Table Event

Guest Speaker

  • Rogério Canhoto

    ADMINISTRADOR DE EMPRESAS E PROFESSOR UNIVERSITÁRIO

    Rogério Canhoto, 54 anos, é licenciado em Engenharia Electrotécnica, no ramo de Sistemas e Computadores, pelo Instituto Superior Técnico. Possui um MBA em Gestão, Estratégia e Desenvolvimento Empresarial, e é Mestre em Ciências Empresariais com especialização em “Marketing Digital”.

    Business manager, he developed his career in the Technology, Media and Telecommunications sector, with a strong specialization in the areas of Business Transformation and Business Development. He has held several top management positions in leading companies in the national context and in multinational companies (PT/Altice, Havas Group, Deloitte Consulting, Impresa Group and PHC Software).

    He is also a guest professor of the executive master's degrees at ISCTE and the Catholic University Porto Business School in the areas of Digital Transformation, Digital Marketing and Artificial Intelligence. He is executive director of the postgraduate course in Digital Marketing at ISCTE and executive director of the postgraduate course in Artificial Intelligence applied to Management also at ISCTE.

    He is also co-author of the books "b-Mercator – Blended Marketing" and the book "AI_Novator – Marketing in the era of Artificial Intelligence and Sustainability", and Key Note Speaker at several national and international events, on topics related to Digital Marketing, Digital Transformation and Artificial Intelligence.

    Fez parte do advisory board para a transformação digital da AICEP - Agência para o Investimento e Comércio Externo de Portugal. É actualmente board member do Conselho Estratégico para a Economia Digital da CIP.

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