On April 16 and 17, I participated in the #marketer26 event by Marketers Latam. It was two days of listening to high-level speakers who triggered a host of questions and added fuel to the fire of critical thinking—at least for mine.
On Friday, I listened to Martín Sciarillo speak about “Improving productivity with AI agents.” It was an excellent presentation that confirmed several things I had inferred or been studying, while sparking many other questions.
At one point, while discussing the disruption currently generated by AI in this historical moment, he referred to the term “Creative Destruction.”
This concept was coined by the Austrian economist Joseph Schumpeter in 1942.
“The theory of creative destruction suggests that old structures must be dismantled to free up resources for innovation. The term ‘destruction’ implies that this process creates both winners and losers. Producers and workers who use old technologies will be left behind. Meanwhile, entrepreneurs and workers who employ new technologies will inevitably create imbalances and reveal new opportunities for profit.” (Karol M. Kopp, Understanding Creative Destruction: Driving Innovation and Economic Change, Investopedia.com).
Beyond the fact that it is entirely debatable whether AI brings good or harm to human, commercial, intellectual, cultural, and economic development, what seems indisputable is that we cannot ignore its power. Its power of transformation. The power of its impact on processes.
This situation shakes us as a firm, as a company, and as a collective project; we strive for AI to become an ally for new opportunities: optimizing processes and enhancing creativity. We also know that this impacts our clients and the brands we work with.
This pushes us to innovate—to not cling to old ways or processes, but to accept, understand, and incorporate the new.
We don’t have a recipe for overcoming the uncertainty caused by this technological revolution, but we do have a decision: to accompany companies in this process and in the construction of coherent brand systems, starting from a clear strategic definition to implementation in products and digital environments. We are betting on solutions that focus on a better user experience and measurable results.
What are you or your company doing regarding Creative Destruction?
Federico Boga – CEO
