AI is no longer just a tool — it's becoming a strategic partner

On September 18, the Hungarian Marketing Association will bring together the business and marketing world at MÜPA for the Marketing Summit Budapest — one of the most prominent B2B and business gatherings of the year. This year, foodora joins as a Bronze Sponsor. To mark the occasion, we sat down with the company’s Marketing Director, Andrés Sciarrotta for an interview.

This year's Marketing Summit will focus on the intersection of AI and brand management. What does it mean for you to enter the AI era and how do you integrate it with the development and communication of your brands?

Entering the AI era as a Marketing Director means embracing a fundamental shift in how we understand, engage with, and create value for our audiences. AI is no longer just a tool — it's becoming a strategic partner that drives smarter decision-making, hyper-personalized communication, and greater efficiency across every part of the marketing function.

Of course, integrating AI effectively comes with challenges. It requires a mindset shift and a willingness to evolve how we work. But if we approach it thoughtfully — building the right capabilities and embedding AI into our teams and tools — it becomes a powerful way to extend our creativity, scale our impact, and unlock new levels of performance.

How is AI transforming the relationship between brands and consumers?

AI is really changing how brands connect with people — it’s making everything more personal, timely, and relevant. Instead of broad, one-size-fits-all messaging, as we used to do (and still do on certain media channels) we can now tailor content, offers, and experiences based on real behavior and preferences. That leads to deeper engagement and stronger customer loyalty.

It’s also making the relationship more interactive. With AI tools like chatbots or personalized recommendations, brands can respond in real time and feel more human and helpful. At the same time, we have to be mindful of trust — using AI ethically and transparently is key to keeping those relationships strong.

How do you see the challenges and opportunities AI presents in interpreting or segmenting customer data?

AI opens up huge opportunities in how we interpret and segment customer data. It helps us go way beyond basic demographics and into real behaviors, preferences, and even intent — which means we can create much more meaningful and relevant experiences. It’s like having a clearer window into what our audience actually wants.

That said, the challenge is making sure we’re not just chasing complexity. More data doesn’t always mean better decisions, in foodora we know that very well, we have an impressive amount of data, but not used correctly only makes decisions harder.

On the other hand, we need to balance automation with human insight and stay focused on the customer, not just the algorithm. Ultimately, a brand's success hinges on truly understanding its users and clients. While algorithms are powerful, they can't yet uncover these crucial insights; we still need to rely on gut feeling and be willing to take risks, regardless of the amount of data available. And of course, using data responsibly is non-negotiable — privacy and transparency have to stay front and center.

What is a buzzword in the world of AI that is definitely worth paying more attention to?

One buzzword I believe deserves serious attention is “personalization at scale.” While it’s often used loosely, AI is now making it truly achievable in a meaningful way. We’re moving beyond simple audience segments to delivering unique, real-time experiences for individuals across multiple channels. When executed well, this can completely transform how people connect with a brand. But if done poorly—by relying too much on automation without thoughtful oversight—it risks alienating customers and damaging the brand’s trust and authenticity.

Of course, the trick is doing it in a way that feels authentic and not invasive — and that’s where the real opportunity (and responsibility) lies.

What are some other industry trends or challenges that you need to be prepared for? How do you respond to these?

Beyond AI, I think one major trend we’re preparing for is the growing demand for authenticity and transparency. Consumers are getting savvier — they want to know what a brand stands for, how it uses their data, and whether its values align with theirs. That means we have to be crystal clear in our messaging and consistent in how we show up across every touchpoint.

Another big one is content fatigue. With so much noise out there, the challenge is cutting through in a meaningful way. We're focusing more on quality over quantity, leaning into storytelling, and using data to deliver the right message at the right moment — not just more of it.

Why did you decide to sponsor the event this year?

Our decision to sponsor in 2025 is a natural evolution of our commitment to professional development and sharing insights. As a company that thrives on innovation and data-driven insights, we are keenly interested in contributing to and learning from discussions around personalization at scale, ethical AI use, and navigating an increasingly complex consumer landscape. We believe our experiences offer valuable lessons regardless of the sector. Sponsoring allows us to not only showcase our expertise but also to collaborate, learn, and contribute to the collective advancement of the Hungarian marketing and business community.

Why do you encourage people to participate?

We encourage people to participate in the 2025 Marketing Summit because it offers an unparalleled opportunity to tackle the most pressing challenges and exciting opportunities in Hungary’s marketing landscape today. This isn't just about theory; it's about practical insights, real-world applications of AI, and understanding how to navigate evolving consumer demands for authenticity and transparency. If you're looking to cut through the noise, then the Marketing Summit is where you'll find the knowledge and connections to achieve that.