Veronica Riojas PepsiCo
For Verónica Riojas, CMO of PepsiCo Latin America, artificial intelligence has changed their relationship with consumers and the brand. “We can learn much faster how to reach our consumers with the right message. Years ago, we had to do lots of studies, research, and talking to consumers to understand who they were, what they wanted from our products, and how they expect to engage with our brands. And now we can do that instantly,” she said after her presentation “AI and the consequences in the CMO role,” during the MMA Impact México 2023 event.She highlighted that with AI they can leverage technology and social listening to learn about the performance of a campaign and very quickly adjust the messaging and activations to make sure they are sending the right message and that it is also consistent.Regarding her presentation, Riojas said that her focus was on helping people understand technology and data are a good thing, especially for marketing. “As a marketer, I want to land the message that it’s an exciting time to be in marketing and we should totally take advantage of AI, data, and technology to help us become even more creative, and more targeted with our message to consumers and really have a different conversation with every consumer we talked to.” We’ve always had data at some level of marketing, but the amount of data and understanding we can get about our consumers now helps us be much better marketers because we can truly understand who our consumer is and we’re trying to reach, we can get super targeted with our audience that we’re trying to reach, and we can make sure every message we’re sending to them in any platform, social, digital, wherever may be is the right message. Referring to how fast AI is changing, she explained how they are adapting and adopting the technology. ”One of the things we’re very thoughtful about is how do we test and learn with new technology safely, using smaller brands, using very targeted audiences, short time frames, testing before we put campaigns out to everybody so that we reduce the risk because there is always fear with new technology. When you let the machines do it for you, there’s risk.”
