The event, sponsored by IPG Mediabrands, included a round table where experts analysed the ethical, social and technical challenges of AI in the professional environment.
Cristina Lera (IPG Mediabrands) and Alberto Mínguez (Normmal) stressed that AI should be understood as a tool, not as magic, highlighting the impact of virtual assistants. Óscar Ocaña (Prisa Media) warned about their psychological effect, while Primo Vázquez (Legálitas) defended their use to optimise processes without replacing human talent.
The regulatory framework was also key to the debate. Carlos Rivadulla, Counsel IP/IT at ECIJA, highlighted the need to apply clear rules and ethical values, noting that AI must advance without jeopardising fundamental rights or human creativity.
The event concluded with a call for the media to develop disruptive solutions with purpose, reinforcing the role of AI as a strategic ally for real and responsible innovation.
