{"id":38763,"date":"2025-10-03T08:51:40","date_gmt":"2025-10-03T06:51:40","guid":{"rendered":"https:\/\/www.isdi.education\/es\/?p=38763"},"modified":"2025-10-03T14:16:22","modified_gmt":"2025-10-03T12:16:22","slug":"la-creatividad-no-se-rinde-ni-siquiera-frente-a-la-ia","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/es\/blog\/la-creatividad-no-se-rinde-ni-siquiera-frente-a-la-ia","title":{"rendered":"La creatividad no se rinde (ni siquiera frente a la IA): lo que pas\u00f3 en nuestra mesa redonda en ISDI Barcelona"},"content":{"rendered":"<p>El pasado 22 de septiembre nuestra sede de ISDI en Barcelona fue testigo de algo grande: la mesa redonda <b>\u201cCreatividad e IA\u201d<\/b><span style=\"font-weight: 400;\"> reuni\u00f3 a cuatro cracks de la industria que no se anduvieron con rodeos: <\/span><b>Jordi Urbea (Ogilvy), Sam J\u00fadez (DDB Spain), Uri Fern\u00e1ndez (Fuego Camina Conmigo)<\/b><span style=\"font-weight: 400;\"> y <\/span><b>Marcel\u00b7l\u00ed Zuazua (Summa Branding)<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El resultado: un debate el\u00e9ctrico sobre c\u00f3mo la inteligencia artificial est\u00e1 sacudiendo los cimientos del sector publicitario y creativo.<\/span><\/p>\n<h2><b>R\u00e9cord, ideas y una sala llena de ganas<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Con <\/span><b>61 asistentes<\/b><span style=\"font-weight: 400;\">, batimos r\u00e9cord de participaci\u00f3n en eventos recientes en Barcelona. Y no fue casualidad. La conversaci\u00f3n toc\u00f3 temas que est\u00e1n en boca de todos:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00bfLa IA viene a reemplazar a las agencias?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00bfO, m\u00e1s bien, a ponerles un turbo creativo que jam\u00e1s habr\u00edamos imaginado?<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>La IA no sustituye, amplifica<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Uno de los grandes consensos de la mesa: la IA no es el villano que viene a jubilar la creatividad humana. Todo lo contrario. Su potencial est\u00e1 en <\/span><b>escalar, personalizar y multiplicar<\/b><span style=\"font-weight: 400;\"> ideas que nacen de la mente humana.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ejemplos reales:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Optimizaci\u00f3n de campa\u00f1as publicitarias<\/b><span style=\"font-weight: 400;\"> con datos en tiempo real.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Generaci\u00f3n de contenido visual y copywriting<\/b><span style=\"font-weight: 400;\"> en segundos.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><b>Herramientas de co-creaci\u00f3n<\/b> donde humanos y m\u00e1quinas dise\u00f1an juntos, cada uno aportando lo suyo.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>De campa\u00f1as a experiencias<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Otra idea potente que reson\u00f3: las agencias ya no pueden quedarse en \u201ccrear campa\u00f1as\u201d. La evoluci\u00f3n las est\u00e1 empujando a ser <\/span><b>arquitectas de experiencias personalizadas, medibles y data-driven<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En un mundo donde cada usuario espera que le hablen de t\u00fa a t\u00fa, la IA se convierte en el c\u00f3mplice perfecto para conectar con audiencias de manera relevante.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>El futuro (\u00e9tico) que viene<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Por supuesto, nadie esquiv\u00f3 la gran pregunta: \u00bfqu\u00e9 pasa con la \u00e9tica? Todos coincidieron en que la <\/span><b>IA generativa ser\u00e1 un motor brutal de innovaci\u00f3n<\/b><span style=\"font-weight: 400;\">, pero solo si se usa con cabeza. No todo vale, y el criterio humano sigue siendo la br\u00fajula que define hacia d\u00f3nde vamos.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>\u00bfPor qu\u00e9 nos importa en ISDI?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Porque en ISDI vivimos en primera persona esa intersecci\u00f3n entre <\/span><b>tecnolog\u00eda, negocio y creatividad<\/b><span style=\"font-weight: 400;\">. Eventos como este no solo nos permiten escuchar a los l\u00edderes que ya est\u00e1n marcando el camino, sino tambi\u00e9n inspirar a nuestros alumnos y a la comunidad digital que quiere estar siempre un paso por delante.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Barcelona nos dej\u00f3 claro algo: la IA no nos quita el poder de crear. <\/span><b>Nos da la gasolina para llevar la creatividad m\u00e1s lejos<\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p>&nbsp;<\/p>\n<div class=\"cta-blog-box\"><div class=\"cta-copy\">\u00bfQuieres pasar de hablar de IA a dominarla?<\/div>    <div style=\"width: auto; align-self: flex-end; flex-direction: row;\" class=\"elementor-element elementor-element-2e5ed7c e-con-full e-flex e-con e-child\" data-id=\"2e5ed7c\" data-element_type=\"container\" id=\"btnRedBannerDiv\">\n        <div class=\"elementor-element elementor-element-8d35332 btnArrowCircle elementor-mobile-align-left elementor-widget elementor-widget-button\" data-id=\"8d35332\" data-element_type=\"widget\" id=\"btnRedBanner\" data-widget_type=\"button.default\">\n            <div class=\"elementor-widget-container\">\n                    <div class=\"elementor-button-wrapper\">\n                        <a style=\"text-decoration: none !important; background-color:transparent!important; padding-right: 0px;\" class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.isdi.education\/es\/programas\/inteligencia-artificial\" target=\"_blank\">\n                            <span class=\"elementor-button-content-wrapper\">\n                                        <span class=\"elementor-button-text\">Descubre nuestro Programa en Inteligencia Artificial de ISDI<\/span>\n                        <\/span>\n                        <\/a>\n                    <\/div>\n            <\/div>\n        <\/div>\n        <div class=\"elementor-element elementor-element-8fc238b elementor-widget__width-auto btnCircle elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"8fc238b\" data-element_type=\"widget\" data-widget_type=\"icon.default\">\n            <div class=\"elementor-widget-container\">\n                <div class=\"elementor-icon-wrapper\">\n                    <a style=\"cursor:pointer\" class=\"elementor-icon\"  href=\"https:\/\/www.isdi.education\/es\/programas\/inteligencia-artificial\" target=\"_blank\">\n                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 80 20\" style=\"enable-background:new 0 0 80 20;\">\n                            <polygon points=\"9.5,0.5 8.5,1.5 16.2,9.2 0,9.2 0,10.8 16.2,10.8 8.5,18.5 9.5,19.5 19.1,10\"><\/polygon>\n                            <polygon points=\"70.5,0.5 69.4,1.5 77.1,9.2 60.9,9.2 60.9,10.8 77.1,10.8 69.4,18.5 70.5,19.5 80,10\"><\/polygon>\n                        <\/svg>\n                    <\/a>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div><\/div><style>\n.single-post .hentry .elementor-widget-theme-post-content a.elementor-icon{\n    font-size:80px!important;\n}\n.cta-blog-box {\n    background-color: #d32f2f;\n    color: white;\n    padding: 30px 40px;\n    display: flex;\n    justify-content: space-between;\n    font-family: 'Helvetica Neue', sans-serif;\n    border-radius: 4px;\n    margin: 20px 0;\n    flex-direction: column;\n}\n.cta-copy {\n    \/*font-size: 18px;\n    line-height: 1.4;\n    font-weight: 300;*\/\n    text-transform: uppercase;\n    font-family: \"PP Neue\", Sans-serif;\n    font-size: 28px;\n    font-weight: 300;\n    line-height: 48px;\n    letter-spacing: -1px;\n}\n.cta-boton {\n    color: white;\n    font-size: 14px;\n    text-decoration: none !important;\n    display: flex;\n    align-items: center;\n    border: none;\n    background: none;\n    cursor: pointer;\n    font-weight: 400;\n}\n.single-post .hentry .elementor-widget-theme-post-content a.cta-boton{\n    text-decoration: none !important;\n    font-size: 80px !important;\n}\n.cta-boton .flecha {\n    display: inline-block;\n    margin-left: 8px;\n    font-size: 18px;\n    transform: translateY(1px);\n}\n.cta-boton:hover .flecha {\n    transform: translateX(3px);\n    transition: transform 0.3s ease;\n}\n@media(max-width: 600px) {\n    .cta-blog-box {\n        flex-direction: column;\n        gap: 20px;\n        text-align: center;\n    }\n}\n<\/style>\n","protected":false},"excerpt":{"rendered":"<p>El pasado 22 de septiembre nuestra sede de ISDI en Barcelona fue testigo de algo grande: la mesa redonda \u201cCreatividad e IA\u201d reuni\u00f3 a cuatro cracks de la industria que no se anduvieron con rodeos: Jordi Urbea (Ogilvy), Sam J\u00fadez (DDB Spain), Uri Fern\u00e1ndez (Fuego Camina Conmigo) y Marcel\u00b7l\u00ed Zuazua (Summa Branding). El resultado: un&#8230;<\/p>\n","protected":false},"author":23,"featured_media":38764,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42],"tags":[],"class_list":["post-38763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inteligencia-artificial"],"acf":{"photo_gallery":{"galeria":[[]]}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La creatividad no se rinde ni siquiera frente a la IA<\/title>\n<meta name=\"description\" content=\"La creatividad humana no se rinde ante la IA: claves y reflexiones de expertos en innovaci\u00f3n desde ISDI Barcelona.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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