dentsu Day 2026 explores the future of brands in the age of AI and cultural transformation

Bringing together leaders from marketing, entertainment, technology, and business, dentsu held the sixth edition of dentsu Day 2026, a space designed to reflect on the changes reshaping the industry and the role of brands in an era defined by artificial intelligence, hyperconnectivity, and cultural transformation.

Under the concept “Disrupt the present to build the future,” the event gathered clients, strategic partners, specialists, and thought leaders to discuss how brands can remain relevant in a context where technology evolves faster than ever and audiences demand increasingly human connections.

During her opening remarks, Paola Máximo, CEO of dentsu Mexico, highlighted that the industry is going through one of the most challenging and exciting moments in its history.

“We are living through one of the most dynamic moments in the industry. Processes are changing, audiences are evolving, and technology constantly pushes us to question the value of what we deliver. The question is not only how we adapt, but how we lead these changes,” she said.

Máximo also thanked the collaboration of strategic partners such as TelevisaUnivision, Warner Bros. Discovery, Grupo Expansión, TV Azteca, Amazon Ads, Grupo Vallas, Outdoor Stores, Tap Tap, and Channel Factory, who made this edition possible and contributed to enriching a conversation focused on the future of the industry, entertainment, and the construction of cultural relevance.

The day began with the keynote “Humanity in the Age of AI,” led by Natalia Vanegas, Lead Strategy Director at dentsu Media Mexico, and Carlos Buenfil, Chief Strategy Officer at Dentsu Creative Mexico. They explored the tensions between automation, culture, and human behavior in the so-called “algorithmic era.”

During the session, the speakers noted that, alongside the growth of artificial intelligence, people are placing renewed value on deeply human elements such as community, nostalgia, emotional connection, and tangible experiences. Both agreed that brands now face the challenge of finding a balance between automation and building authentic relationships with audiences.

“People are not just looking for convenience; they are looking for human connection,” explained Natalia Vanegas while addressing how new generations are redefining concepts such as community, rituals, and shared experiences. Carlos Buenfil added that the future of marketing does not depend solely on adopting new technologies, but on understanding the cultural tensions transforming how people relate to brands.

“The more algorithms and artificial intelligence shape our daily lives, the more value we place on human experiences—nostalgia, the tangible, community, and shared emotions,” said Buenfil. Meanwhile, Vanegas emphasized that the real challenge for brands will be combining artificial intelligence with emotional intelligence to create relevant and memorable experiences.

Later, the panel “Entertainment as Cultural Power” featured Said Gil, CEO of Dentsu Creative Mexico & LatAm; Claudia Galindo, Data & Insights Director at Warner Bros. Discovery; José Martínez, Advertising Sales Director at Warner Bros. Discovery; and Izamna Crail, Head of Marketing, Fan Engagement & Events at NFL Mexico.

The discussion focused on entertainment as one of today’s most powerful cultural forces. Panelists agreed that communities, fandoms, and immersive experiences are transforming how brands build cultural relevance.

“People no longer just want to consume content; they want to belong to it,” said Claudia Galindo, highlighting the evolution of audiences and the need to create deeper, more emotional connections.

Izamna Crail emphasized the importance of authenticity and closeness with communities to build lasting relationships. “Authentic content and respect for audiences are essential to creating real connections,” she said, explaining how the NFL has connected with new generations through culture, music, fashion, and shared experiences.

The panel also addressed the growth of the fandom economy, the role of content creators, and the need for brands to participate in cultural conversations in an organic, collaborative manner aligned with their values.

The agenda concluded with the panel “Attention Reset: Building Real Value,” moderated by Paola Máximo, alongside Rafael García, Head of Digital Performance at dentsu Media Mexico, and Matías Méndez, Director of Yield at TelevisaUnivision. The discussion explored how platforms, media, and brands are tackling the challenge of generating meaningful attention in a saturated and fragmented content landscape.

From the perspective of one of the most relevant Spanish-language media and content groups, Méndez highlighted how the evolution of multiplatform consumption is redefining how audiences discover, interact with, and build relationships with content. In this context, he stressed the importance of building advertising ecosystems where context, content, and experience work together to create more relevant and sustainable connections.

The panel also discussed how premium content platforms and major live events continue to consolidate as key spaces for generating high-quality attention and impactful cultural conversations. Participants agreed that, in the face of digital saturation, brands must invest in environments that combine reach, cultural relevance, and more meaningful consumption experiences for audiences.

Matías Méndez noted that the current challenge for brands is not just capturing attention, but building meaningful and sustainable connections.

“Today, attention has value when it truly delivers a relevant experience for people. Brands need to stop focusing solely on volume and start prioritizing quality of interaction and context,” he said.

He also emphasized that the future of advertising will increasingly depend on media companies’ ability to integrate data, content, and technology into more seamless and relevant experiences, especially in an ecosystem where audiences expect personalized, multiplatform, real-time content consumption.

With this sixth edition, dentsu Day 2026 reaffirms dentsu’s commitment to driving meaningful conversations for the industry and creating spaces where creativity, technology, culture, and business converge to build the future of brands.

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