Introducing Alber Fernandez, a visionary leader at the forefront of communication innovation as the founder and CEO of Normmal. Since its inception in 2014, Normmal has redefined the landscape of creativity and media strategy, serving esteemed clients across 70 countries including Rituals, Kawasaki, FC Barcelona, and Roche Bobois. As the chairman of a Latin American independent agencies network, a respected jury member for prestigious awards, and IAA Global’s Vice President & Area Director for Latin America, he continues to shape the industry landscape.
Join IAA Benelux as we speak to Fernandez on how Normmal has been using AI to bring better outcomes to clients, and better profitability to Normmal.
IAA Benelux: Has the recent evolution of AI changed anything within your organization, and if so what?
Fernandez: At our organization we are starting continuous teaching phases to all our teams, so that they begin to apply the tools generated by AI to their tasks. Some of these tools are already being used to hasten processes and shorten project times with our clients. For example, in content production, creative tasks or campaign optimization to reach greater results as efficiently as possible.
IAA Benelux: What do you see as the risks of AI for your organization and for the industry as a whole and what is your role / your organization’s role in mitigating those risks?
Fernandez: We do not see risk in the application of the new AI-generated processes. For us, it’s an extra hand of help, a solution to tasks which would previously be time consuming and strenuous. We see an improvement in profitability and optimization of our work. And of course, we protect, with the corresponding legal limitations, the intellectual property and authenticity of our creations, the agency’s partners and our campaigns.
IAA Benelux: How do you ensure responsibility over AI-systems used within your organization?
Fernandez: We guarantee the content generated with the help of AI is thoroughly supervised by internal control based on current legislation and protocols of the campaigns and our partners when it comes to protecting intellectual property.
IAA Benelux: What do you see as the opportunities for the use of AI?
Fernandez: The opportunity to introduce new efficiency models in our agency’s processes in the short term, which could greatly improve profitability. Furthermore, AI helps us achieve more and better segmentation in our campaigns, to personalize the experience of our clients’ brands with their consumers, generate predictive analysis, generate more relevant content and amongst other things, have automated feedback of opinion and effect of our campaigns on the consumers of the brands we work with.
IAA Benelux: Do you see the industry using AI for the collective good, and if so how?
Fernandez: In general, there is industries such as architecture, education or medicine which utilize AI for many processes during their work.
Advertising is one of the sectors where technology is being introduced at certain points during the creation process of campaigns, which will change the internal processes of all market operations. It is an unstoppable force; it will only increase its prominence when it is integrated in the process of searching for new audiences, virtual stages, consumer experiences, etc.
IAA Benelux: How are the regulations around AI, such as the EU AI Act impacting your business in the EU and abroad? Do you see these regulations as opportunities or threats?
Fernandez: Currently, Europe is at the forefront when it comes to regulation regarding AI, ahead of the US. They are the first to lead legal circumstances in the whole world. This legal classification obviously affects, for the good, our work in Spain, as it favours transparency and establishes clear rules for our work without leaving option for suspicion of irregularity or falsification of intellectual property.