Big tech companies will allocate $650 billion this year to the race for AI leadership, a figure that reflects the magnitude of the ongoing transformation. Adolfo Corujo, a key figure in LLYC's digitalization since 2008, has played a significant role in creating the firm's digital unit and now leads the Global Marketing Solutions division from Miami, which encompasses half of the company's 500 employees. In an interview with Business Insider Spain, Corujo warns that many brands have yet to recognize the fundamental change: the massive use of large language models (LLMs) by users. According to him, the marketing revolution is not just about reaching people but learning to communicate with the machines that influence them. Corujo, with decades of experience in digital transformation, notes that the sector has changed less than expected following the emergence of AI. “Society is moving faster than companies. Now, instead of searching on Google, people turn to ChatGPT or Gemini. My mother, for example, consults ChatGPT about her plants. However, companies adopt these technologies more slowly and face more obstacles to adapt,” he explains. The biggest change in communication and marketing, according to Corujo, is the growing use of LLMs. “60% of the global population seeks information about products on ChatGPT or Gemini, but brands are still focused on traditional web positioning, not understanding that the intermediary is now a machine, not a person.” Although some companies are starting to react, the process is slow. “In recent months, we have managed between 30 and 35 global projects focused on LLM positioning, but many companies have yet to make the leap. In a meeting with a hundred pharmaceutical companies in Brazil, none were tracking what ChatGPT said about their medications. No one had considered that users no longer consult just Google,” he recounts. This change redefines marketing: it is now necessary to think of strategies aimed at both people and machines. Regarding online commerce, Corujo anticipates that conversational navigation will be key. “With the arrival of Google AI Mode, the search paradigm has changed. Soon we will see this model in Amazon, Spotify, or even supermarkets like Mercadona or Carrefour. The future of shopping will be conversational, allowing users to inquire in real-time if a product is healthy, for example.” He also highlights the emergence of AI agents, capable of acting as intermediaries in tasks like purchasing airline tickets. However, he warns about the risks of giving them too much control, especially in the browser, due to potential unauthorized actions. The adoption of AI agents is complex and progressing more slowly than expected, as it requires technical knowledge and careful management of the boundaries between agent autonomy and human control. In the business environment, where specialized teams exist, these tools are very useful, but on a personal level, there is still a long way to go. On the impact of AI on markets, Corujo points out that while artificial intelligence has become a scapegoat for justifying stock market declines, the marketing sector is particularly exposed, as AI manages knowledge efficiently, eliminating the information monopoly that agencies previously held. However, empathy and understanding of customer needs remain irreplaceable, and therein lies the differential value of the creative and communication industry. The key, according to Corujo, is to help companies leverage AI to expand their knowledge and gain competitive advantages, especially for SMEs, which can now access market insights previously reserved for large corporations. Finally, when asked about a song that defines the current moment, Corujo chooses “There Is No Time” by Lou Reed, for its sense of urgency and direct message, reflecting the fast pace of digital transformation.