AI, strategy and communication: what the 28N event left us with in Barcelona

The past 28 November, Barcelona witnessed an event that brought together more than 100 professionals from the marketing, design, technology and consultancy sectors. Organised by Karmina and Utopiq, the meeting revolved around a key question: how is the communication of brands, institutions and people evolving towards 2026?

There were more than three hours of presentations, round tables, workshops and honest conversation. A space for sharing visions, contrasting experiences and, above all, understanding what is changing around us: new formats, new fears, new strategies.

This is our editorial summary with the key ideas that were addressed.

New languages, new challenges: communication is changing.

Ignasi Llorente, CEO of Utopiq opened the event by presenting the four major systemic changes taking place in communication today:

The multimodality, where languages converge: text, image, audio and video are combined in new narratives.
He multiformat, This forces us to rethink how to adapt content to increasingly fragmented contexts.
The hyperpersonalisation, which reconfigures the way we build experiences for diverse audiences.
And an incipient post-web era, In this context, brands are no longer communicating only through websites and networks, but through conversational interfaces, virtual assistants and immersive environments.

It was followed by Eva Trigo, Art Director at Karmina, with a reflection on the role of design in the midst of so much change. She vindicated the importance of strategy in brand design: visual coherence, emotional tone, and above all, adaptability. «In such a fast-changing context, strategy is our anchor.«.

Joan Marc, The AI strategy manager landed on the concept of communication governance. It is not enough to use new tools: we need to decide how and for what purpose brands communicate. Ethical criteria, team alignment, informed decision-making.

Finally, Roger Tugas, of Polis Consultoria, put the focus on data. Because communication today is built on decisions based on real information. His message was clear: it's not about following trends, but about understanding what makes sense in context..

Companies that listen: applied and purposeful communication

This block focused on the actual implementation of these trends. Martí Ruiz, CEO of Guinew, shared how internal and external communication processes are changing in many organisations.

He also moderated a round table with diverse profiles:

Montse Arias, CEO and founder of BEMYPARTNER, spoke about the evolution of the brand story from the experience of an agency that focuses on strategy and action.
Javier Boga, Co-Director of Operations and AI Integration at CatServei SXXI, He discussed how to connect with customers who demand immediacy, technology and authenticity.
Lluís Campderrós, Marketing Manager in Three Taps, The new communication channels and brand coherence from an industry perspective were also discussed.
Cristina Marín, founder and CEO of BIWPA, The project, which was carried out by the European Commission, provided an insight into sport, training and the direct relationship with international communities.

All agreed that change cannot be addressed without team building, openness to trial and error and flexible strategy.

Communicating in 2026 will not be about platforms, but about meaning. Companies that listen, rehearse and align internally will make a difference.

In between, we celebrate the 10 years of Karmina, with cake, coffee and community. A moment to breathe and remember why we communicate: to generate connection. The cake was created by Christian Escribà, a renowned pastry chef of great trajectory, famous for his creativity and skill in the art of pastry making. A detail that added even more magic to this special moment.

Communicating is also feeling: emotions in times of change

This last block dealt with a dimension that is not often dealt with: the emotional dimension. Communication is changing, and that generates fear: of not being up to the task, of losing relevance, of not knowing how to adapt. And yet this is rarely talked about openly in professional environments.

The opening speaker was Gemma, from Touchpoint, He put into words the growing anxiety that many people in the sector are feeling in the face of the speed of change. His talk helped to ground abstract concepts such as digital saturation, innovation fatigue and the fear of being left behind. More than a talk, it was an invitation to stop, observe and recognise how all this is affecting us personally and professionally.

Finally, Mercè Alaball and David Espinós, of Khimera, They energised a participatory workshop especially practical, where real challenges were shared: saturation, pressure to innovate, lack of time or clarity.

The aim was not to solve everything, but to make it visible that vulnerability also communicates. And that listening is the first step to evolve.

It was a different, close and very necessary session. The objective was not to find immediate solutions, but to validate emotions, activate listening and open a human conversation.

What we take away as an agency

The event reaffirmed something we have been working on for some time: communication is undergoing a change of substance, not just of form.. New languages, new platforms, new expectations... but also new tensions, fears and questions.

The key is not to follow all the trends, but to understand what makes sense for each brand., in your context, with your values and your audience. Sometimes that will involve incorporating artificial intelligence, but sometimes it will be simply pausing, listening or redefining the purpose.

In design and strategy, coherence and flexibility are no longer opposites, but complementary. The brand must be able to adapt without losing its focus.

We are also left with the importance of the emotional: the communication of the future will be more human or not at all.. Teams that listen, leaders that ask and brands that follow - that will make a difference.

And one last point: communicating well in 2026 will not be a question of tools, but of approach. Of vision. Of having something clear to say... and saying it with intent.

How to seize this moment in the company

Make an internal diagnosis: where could AI add value (data, automation, creativity, customer service...)?

Define a clear strategy + governance: who manages data, who reviews results, what ethics you apply.
Start with a small pilot: low risk, quick results, real learning.
Invest in talent + training: AI changes fast; the team must understand it, not just use it.
Integrate AI with brand and corporate narrative: technology should reinforce your values, not contradict them.

Conclusion

The 28 November event was not just a series of keynotes: it was a reminder that AI is changing the rules of the game. For companies, brands and professionals, it means choosing to adapt - or be left behind. The good news: with strategy, ethics and creativity, AI can become a real growth engine.

AUTHOR

Karmina Team

We are a group of experts committed to helping brands grow through effective digital strategies. With a clear vision and a collaborative approach we offer customised solutions that respond to the specific needs of each client.

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