Generative artificial intelligence (GAI), the pressure of a more conscious consumer, and the speed of social and economic change are transforming the way we create value. According to IDC, companies will allocate $644 billion to GAI projects in 2025, but an MIT study warns that 95% of these initiatives do not achieve a measurable impact due to integration failures and business strategic misalignment.
For the 5% of companies that are leading the change by embracing AI, VML The Cocktail, a creative business transformation company, presents at Beyond 2025 the essential capabilities to convert the uncertainty of the current situation into a competitive advantage: beauty, meaning and authenticity.
Business beauty
“Beyond technology,” explains Alberto Barreiro, director of transformation at VML The Cocktail, “the key to success lies in acting with purpose, designing experiences that excite and being faithful to what we promise.” In turn, Alberto Suárez, managing director at VML The Cocktail, has stated that “understanding reality is a way to transform it, and it is necessary to inhabit the labyrinth in which we live.”
In a world where AI can automate processes, but not emotions, business beauty makes a difference. It’s not about aesthetics, but about creating memorable experiences that connect with customers, employees and partners on an emotional level. When options multiply and competition intensifies, only companies that design valuable and meaningful interactions manage to truly build loyalty, strengthening their corporate identity.
Path to innovation
Companies that have and communicate meaningfully are more likely to generate greater loyalty among their customers, especially among younger generations, who prioritize consistent brands with responsible values and practices. This business sense becomes a compass that guides decision-making and reinforces trust.
However, nowadays, “the choice of meaning is increasingly complicated and difficult, the simplest thing being to let ourselves go. And the day we abandon the will to power, everything will be lost. As long as we think we can improve things, the world will improve,” Camps concluded.
In a world where AI accelerates every process, only authentic connections build real trust. Hartmut Rosa, philosopher and sociologist, has emphasized the idea that “resonance begins with discovering from the outside what is important to us and, based on this, the genuine thing is to respond with what we are, without strategies.” That resonance can also be interpreted as a form of deep corporate coherence.
In a world where AI can automate processes, but not emotions, business beauty makes a difference
As companies, it is necessary to help create and build genuine relationships, learn to connect in an authentic way and transcend transactionality outside of the noise to which we are currently subjected. A company culture based on empathy, collaboration and purpose is key to achieving this. For its part, and in the face of data oversaturation, we must not forget the combination of technology with empathy, that is, designing each interaction thinking about the human impact, not just business efficiency.
These reflections are part of Beyond 2025: Inhabiting the labyrinth, the VML The Cocktail meeting that, in collaboration with The Festival of Ideas (La Fábrica), seeks to help companies redefine their business impact in a volatile and accelerated environment. This union has arisen from the need to open ourselves to new links, enhance business creativity and look at new forms of creation and transformation.
