WE ARE LIVING THROUGH AN UNPRECEDENTED DIGITAL TRANSFORMATION

Artificial Intelligence is already a reality that is redefining how we work, relate to customers and manage organisations.

At Karmina and Utopiq, we see AI as a profound cultural transformation, affecting all areas, from decision-making to the way we collaborate and conceive our professional roles.

It is a strategic shift that goes beyond technology.

Why a manifesto?

We are living in a historic moment of unprecedented digital transformation. Artificial Intelligence (AI) is no longer a futuristic promise but a reality that is redefining how we work, how we engage with customers and how we manage our organisations, from creating personalised content to optimising campaigns in real time.

At Karmina and Utopiq we understand that we are not facing a simple technological revolution, but a profound cultural transformation that will impact all areas of our organisations. AI will change the way we make decisions, how we collaborate in teams, how we engage with customers and even how we conceive our own professional roles. It is therefore a strategic and cultural imperative that goes far beyond adopting new digital tools.

The speed of these changes also forces us to reflect on how to implement AI in a responsible and sustainable way. It is not just a matter of incorporating the latest technology, but of doing so with a conscience, respecting our organisational values and always placing people - employees, customers and society - at the centre of all decisions.

Our commitment

By adopting this Manifesto, we at Karmina and Utopiq make a public commitment to develop and implement Artificial Intelligence in a responsible, transparent and people-centric manner. It is not just a declaration of intent, but a practical roadmap that will guide our decisions and actions in the coming years.

We firmly believe that AI can be a positive force for innovation, efficiency and improving our customers' experience, provided it is applied with diligence, ethics and a clear strategic vision. This Manifesto is our way of making this possible.

HEAD OF IA

ignasi llorente

"The speed of technological change challenges us on how to implement these tools in a responsible and sustainable way."

It is not just about adopting the latest technology, but doing so with a conscience, respecting our organisational values and always keeping people - our employees, customers and society at large - at the centre of all decisions.

THE IA AS A CATALYST

At Karmina we want to adapt to change, and we want to do it well.

Technological humanism

growth
collective

curiosity and
experimentation

Transparency
and trust

sustainability
integral

It is a statement of intent with innovation

as an engine of change.

We consider it essential and necessary that this present future

is built on fundamental values

For customers

Personalised experiences
Innovative solutions
Anticipation of needs

For the team

Elimination of repetitive tasks
Time for creativity
Continuous professional development

For society

Contribution to the common good
Respect for diversity
Social responsibility

To achieve this, we have designed a three-phase ROADMAP that will help us move forward step by step, hand in hand with artificial intelligence.

STAGE 0

preparation and diagnosis

An internal assessment will be carried out to assess the current level of use and knowledge of AI within the agency. The first IA Manifesto, The work plan will be shared with the whole team and a joint LAB session will be organised to establish the basis of the work plan and to detect training and structural needs.

PHASE 1

fundamentals and structure

General training on AI, ethics and regulations is given to the entire team, accompanied by a complete audit of the tools in use. Technological, ethical-legal, training and project managers are defined, and specialised training is provided in management (CRM, analytics, automations), design (generative tools) and content (copy, social media and intelligent SEO).

STAGE 2

implementation and pilots

The IA Committee is set up and transparency protocols with clients are implemented. Three pilot projects are developed: automation of customer reporting, assisted generation of content for social networks and optimisation of advertising campaigns through predictive analysis. In addition, advanced training is provided for the specialists involved.

STAGE 3

consolidation and scalability

Pilots are extended to all suitable customers and work is done on the development of proprietary AI tools. A comprehensive evaluation of the project is carried out to measure impact and plan the next stage, which includes new services such as IA Audit and consultancy programmes. This phase concludes with the creation of the AI Manifesto v2.0 and the definition of a strategic roadmap for the following years.

Our response: a holistic approach

This Manifesto is born out of the conviction that implementing AI successfully requires more than good intentions or isolated decisions. We need a comprehensive framework that includes:

Clear strategic vision: defined and measurable objectives aligned with our business mission.

Methodological implementation: structured processes for gradual and sustainable adoption.

Training and talent development: investing in the skills of our people.

Robust governance: transparent and accountable decision-making structures.

Ethical and legal compliance: respect for human rights, privacy and current regulations.

Measurement and continuous improvement: indicators that allow us to learn and adapt.

If you would like to receive the full document, please write to proyectos@agenciakarmina.com

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SOCIAL MEDIA

BRANDING AND DESIGN

CONSULTING & ADVISORY

DIGITAL MARKETING

SPOTS AND CAMPAIGNS

EVENTS

INNOVATION AND TRAINING

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Dunder Mifflin Paper Company
B13867270

Barcelona
Carrer Aribau 171 5-2, 08036

Madrid
Calle de Méndez Álvaro, 9, Arganzuela, 28045

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proyectos@agenciakarmina.com 638 288 746

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