Director of the Master in Marketing at EGADE Contributes to Mexico’s AI Manifesto for the Industry
By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL
Artificial intelligence is already transforming marketing. In this evolving landscape, a member of the academic community at EGADE Business School of Tecnológico de Monterrey is contributing to a key initiative to define its responsible use in Mexico.
Juan Carlos Bustamante, Director of the Master in Marketing program at EGADE, co-authored the AI Manifesto for Marketing, Communication, and Advertising in Mexico, led by IAB Mexico in collaboration with brands, agencies, media companies, platforms, specialists, and academics.
The manifesto outlines principles, commitments, and guidelines as a roadmap for human-centered AI adoption, aiming to balance innovation, ethics, and sustainability within the digital communication ecosystem.
Between September 18 and October 2, 2025, the document was open to public consultation, enabling industry stakeholders to provide feedback and suggestions. Its official launch took place on October 15, and it is now available for review and endorsement at iabmexico.com/manifiesto-ia
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A STRATEGIC AND ETHICAL GUIDE
The manifesto presents five strategic priorities for AI adoption in the industry:
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Prioritize human enhancement over automation,
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Talent development over technological acquisition,
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Long-term strategic value over short-term efficiency,
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Ethical responsibility over implementation speed, and
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Creativity and authenticity of content over mere output volume.
It also sets forth eight decision-making principles, aligned with the United Nations Sustainable Development Goals (SDGs), to guide the responsible and transparent use of AI:
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Iterate toward exponential value: Reinvest time and cost savings from AI into innovation that drives transformative and sustainable business growth.
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Focus on what matters: Use AI to create real value for people and businesses through enhanced creativity, trust, relevance, talent development, and organizational resilience.
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Design for context, cultural diversity, and equity: Move beyond standardized solutions to build inclusive, gender-sensitive models that reduce bias and connect with people of diverse backgrounds and identities.
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Advance local data and AI governance: Generate AI value with a local perspective. Wherever possible, ensure data storage, privacy, and processing occur within the legal and ethical frameworks of the region involved, while collaborating with global technologies.
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Minimize environmental impacts: Use AI tools and processes that reduce energy and water consumption, integrating sustainability as a strategic priority.
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Compete on a level playing field: Protect users and clients with clear ethical standards for AI use, promote responsible creativity, defend intellectual property, and uphold labor rights.
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Protect data and verify outputs: Acknowledge the limitations of AI models and systems by integrating human oversight into design, consent, traceability, and validation processes. Ensure that AI usage remains explainable, explicit, and auditable.
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Grow together: Promote a shared pool of talent and resources through digital education, training, best practices, and industry certifications.
The manifesto emphasizes that its adoption is voluntary and self-regulated, inviting each organization to apply the principles according to its specific context, technological maturity, and internal capabilities.
Bustamante’s role as co-author reflects his academic commitment to a strategic and critical vision of AI’s impact on marketing.
Through this collaboration, the EGADE Master in Marketing program contributes to a vital conversation about the future of the profession, helping shape ethical frameworks for decision-making in a constantly evolving digital world.
