as part of tech weekweek of Emerging creative technologies On this day, when the most important events of the technical, creative and innovative industries of Argentina and Latin America gather in the city of Buenos Aires, the new edition of Social Media Day Buenos Aires was held at the Centro Costa Salguero.
The conference delved into the latest digital trends in artificial intelligence, creativity, audience and content strategy, with representatives from agencies, media, brands and experts in the field sharing tools, good practices, recommendations, strategies and success stories.
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“We are very grateful to Tecweek and the Buenos Aires City Government for allowing us to collaborate with different experts and bring the challenge of innovation and creativity powered by artificial intelligence. Over the 15 years of Social Media Day, we have brought this event to 14 cities in Argentina.”they expressed Adriana Bustamante and Diego PiscitelliDirector of Digital Interactive and organizer of Social Media Day Argentina.
The day started with a talk “Marketing Today. How Technology Has Changed Communication and Marketing. A Comprehensive Look.”was joined by Gustavo Buchbinder, partner of Gulia and founder of Webar Interactive and Be Influencer, and Claudio Yakimovsky, Marketing Director of Danone Argentina. Speakers agreed that it is important to understand the challenges posed by consumers and the specific categories of brands, regardless of the technology subsequently adopted to interact with users.
The conference also featured a panel discussion on communication in the age of artificial intelligence, moderated by Santiago Mais, co-founder and CCO of Bermuda, and comprised of representatives from brands and agencies. Florencia Fragalá, Head of Corporate Communications at Arcos Dorados. Jonathan Ferraro, Telecom Internal Communications and Events Manager. and Lucía Gonçalves da Cruz, Head of Content and Social at GUT Network. The experts emphasized that AI is an accelerator in the field of corporate communication and can help accelerate learning, but they also stressed the need to start by detecting the problem to be solved before choosing a specific technological tool.
Noelia Mondino, Marketing Automation Expert at NaranjaX and Mónica Martínez, Head of Marketing Automation and Optimization at Naranja “You have to think first about what your users need, and then think about the technical solutions you want to implement.”Mames is highlighted.
It was then the turn of Alan Turek, Director of Content Hub at Grupo Atlántida, who in his presentation touched on how the group’s different 100-year-old media have transitioned towards digital audiences, and the impact that AI is having on the creation of content and stories that connect digitally with different audiences.
During the conference, Daniel Yesurón, Cloud Latam presales specialist at OnLine Licensing, talked about the evolution from Clippy to Copilot in the case of Microsoft, and concluded his talk by noting: “AI will not come to replace work elements, but to complement them.”.
Another speaker for this edition is Marina Saroka, Partner and CEO of Planetlambo. “Today, there are advertising commercials made entirely with artificial intelligence, a tool that facilitates hyper-personalization at scale.”.
In separate talks, Guillermo Paz, AI teacher at Siglo 21 University and consultant in strategy, marketing and applied AI, and Carlos Mazarin, CEO of Mazarin Comunicaciones, interacted with the audience and offered advice to help AI better understand the signs. “We can rely on a model we call RAISE so the AI can better understand what we want: we need to provide it with context, roles, instructions, adaptations and adjustments, outcomes and goals.”they concluded.
Meanwhile, Tomás Criado, Founder and CEO of Epical, and Victoria Puricelli, CCO of Epical, spoke. “Deciphering emotions with AI: Beyond positive/negative”: The AI we use doesn’t classify, it interprets. We sense the cynicism, the anxiety, the ambivalence of reality. That changes everything. ” “What we feel isn’t always visible. Today, it’s not enough to just listen; we need to diagnose. Intersecting emotion, context, and behavior with AI is key to understanding what people are saying and feeling in the digital ecosystem.”said the speaker.
In the penultimate talk of the day, Agustín Mario Jiménez, co-founder of HG (AI Agency) and co-founder of OOTB (AI Studio), talked about the limitless creativity enabled by AI. “Today, ideas can advance more than ever before. Today we dream of having more ideas, and the amount of tools and resources that allow us to create without limits is incredible. We used to dream of having more resources, now we dream of having more ideas. The future of audiovisual production does not lie in the studio, but in the imagination. And it is perhaps the greatest revolution that the creative industry has ever experienced.”said Jimenez.
The use of AI in journalistic production was also part of the agenda for this new edition of Social Media Day Buenos Aires. In her final speech at the conference, Florencia Rodríguez Altuve, data production and analysis lead at LN Data, La Nación’s data journalism team, highlighted how today’s newsrooms are leveraging AI to produce differentiated journalistic stories, improve user experience (UX), and improve internal workflows.
The event was sponsored by Visa, NaranjaX, Rio Uruguay Seguros, Buenos Aires Ciudad, Tecweek, Licensing Online, Adobe, Microsoft, Open IT, Packland, Santo Pecado, Grupo Vía, Interactivity, Clarín, Cronista, Perfil, Grupo Atlántida, Grupo America, Digitalproserver, Mazalán Comunicaciones. Siglo 21, Corporate Internal Communications Network, Interact, Consejo PR, IAB, CACE, Grupo EON, and Bildenlex.
If you would like to access all the talks on Social Media Day Buenos Aires 2025 Innovation and Creativity with AI, you can purchase access on demand at https://smday.com.ar.
Social Media Day is an interactive digital initiative led by Adriana Bustamante, Diego Piscitelli, Alessandro Piscitelli, and Franco Piscitelli. For more information, please visit Instagram @smdayar or www.smday.com.ar.
Meanwhile, the call for sponsors and speakers for Social Media Day 2026 is now open. Interested parties may submit requests for information to: (email protected)number 1131066844, via Whatsapp. We are also looking for people who want to hold an event in their city.
About Social Media Day in Argentina
Social Media Day is a global event about social media trends and innovation. This is one of the leading events for the digital industry in the region. It will be implemented in the cities of Buenos Aires, Córdoba, Rosario, Paraná, Salta, Jujuy, Mendoza, Madryn, Corrientes, Mar del Plata, Comodoro Rivadavia, Neuquén and Bahia Blanca, and virtually across the country, bringing together thousands of people and the best brands to address digital trends.
For more information about the event and/or to become a sponsor, please contact us at: (email protected) Or contact us via Whatsapp: 1131066844 (Adriana Bustamante).
Press contact:
Leandro Zalcman | Communication Code Director | (email protected) | Mobile +54 9 1130346332
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