By ISABELLA CASTAÑEDA RODRÍGUEZ | EGADE BUSINESS SCHOOL
In an environment where artificial intelligence advances faster than regulation, Mexican marketing leaders seek to establish an ethical compass to guide its responsible use.
In the new episode of Territorio Negocios, Eva María Guerra, Associate Academic Dean at EGADE Business School, spoke with Gabriel Richaud, General Director of IAB Mexico, and Juan Carlos Bustamante, Director of the Master in Marketing program at EGADE Business School.
“Artificial intelligence is no longer optional; it’s a requirement,” stated Guerra. “It’s already used to detect behavioral patterns, generate content, build predictive models, and design personalized experiences.”
However, the Artificial Intelligence Manifesto for Marketing, Communication, and Advertising in Mexico, published by IAB México, proposes a paradigm shift: placing ethics before economics and talent before technology.
“The value of connecting through artificial intelligence begins with human understanding,” explained Richaud, emphasizing that companies must clearly define their vision and value proposition before applying this tool — not the other way around.
Bustamante highlighted that the manifesto seeks to “focus on strengthening human talent and capabilities, not replacing them.” He added that AI should be seen “as a powerful strategic assistant, but not as a substitute for judgment or human talent.”
Both experts agreed that a lack of transparency or ethical oversight could lead to reputational consequences, including a loss of consumer trust.
Bustamante underscored the need to establish interdisciplinary committees integrating marketing, technology, legal, and ethics areas, as well as traceability processes and labeling for artificially generated content.
Looking ahead, in Mexico, Bustamante shared that “it is expected to move toward shared governance models, where agencies, brands, and platforms collaborate to establish standards that are truly ethical, reduce ecological footprints, and strengthen local talent.”
For his part, Richaud noted that marketing leaders should reinvest the efficiencies provided by AI into innovation and human development, promoting continuous training.
This and more episodes of Territorio Negocios are available on Spotify, Apple Podcasts, Amazon Music, and YouTube.
