- At the annual event, FiT and t2ó ONE brought together more than 70 clients, partners, and experts to show how artificial intelligence is transforming measurement, personalization, and the way marketing organizations themselves work.
- Case studies from brands in the travel and education sectors, along with a new generation of proprietary tools—ranging from journey orchestration to «synthetic personas»—demonstrated that the challenge is no longer adopting AI, but rather organizing the business to maximize its impact.
Madrid, September 15, 2026. FiT and t2ó ONE, its data and technology division, held the second edition of Future in Motion—the group’s annual event where over 70 clients, partners, and brands gathered at the Zenit space in Madrid. Through real business case studies and proprietary technology, attendees debated how artificial intelligence is transforming digital marketing and what brands must do to be prepared to leverage it.
«It is no longer a question of whether AI will change marketing, but whether our organizations are ready to receive it.» This was how David García, Business Director at FiT (t2ó ONE), opened the meeting, pointing out to attendees that the challenge is no longer deciding whether to adopt AI, but organizing the business to take full advantage of it.
Álvaro Sánchez, Managing Director at FiT (t2ó ONE), kicked off the first keynote by outlining the roadmap transforming the digital marketing industry across five fronts: first, data, which becomes a holistic and dispersed decision-maker; measurement, which must adapt to increasingly non-linear customer journeys; technology, now capable of deploying custom solutions in weeks; research, which enables listening to the audience before going to market; and finally, internal organization, which is undergoing the deepest change of all.
To illustrate this, he presented the case of GAIN, t2ó ONE’s boutique performance agency, which redesigned its way of working before incorporating technology. Among the takeaways shared with the audience, Sánchez highlighted that AI does not fix disorganization within companies—it scales it if the initial information is poorly organized—and that the fluency of a response does not equate to its reliability.
Taking Off Towards Hyper-Personalization: The Aeroméxico Case Study
Paula Quirós, CRM & Marketing Automation Director at FiT (t2ó ONE), presented the digital transformation process developed alongside group client Aeroméxico. The initial diagnosis revealed that, compared to the approximately 40 journeys the organization believed were active, the actual ecosystem exceeded 2,300 across seven business units competing for the same inbox without any coordination.
From this starting point, the FiT (t2ó ONE) team defined an orchestration model based on three pillars—omnichannel & CX, data governance, and a «content factory» to scale content production—establishing clear priority rules among the airline’s communications.
Quirós stressed that this is a common pattern in any organization with multiple business units sharing the same customer base, and invited Future in Motion attendees to reflect on their own brands and customer journeys.
Attribution 3.0 and New Rules in Complex Environments
Raúl Devia, Data & Analytics Director at FiT (t2ó ONE), and Jesús Martín, Head of Data and Measurement for Iberia at Google, discussed what «measuring well» means in today’s environment: evolving from measurement based on individual attribution and tracking to a hybrid model combining first-party data, experimentation, modeling, Marketing Mix Modeling (MMM), and incrementality.
Both speakers reviewed why MMM has returned to the center of industry conversation, what questions each methodology answers, and how to prevent attribution, incrementality, and MMM from providing conflicting readings on the same channel, sharing client examples such as Bankinter, Palladium Hotel Group, Pikolin, Repsol, and Civitatis. The session concluded with a reflection on the role AI will play in the future of the measurement stack and the role of the analyst.
CustomIQ: Tailor-Made Technology to Scale Business
Mafer Vaillard, Customer Director, and Miguel Dalmau, Product Manager at FiT (t2ó ONE), presented CustomIQ, the group’s proprietary solution for generating and optimizing Google Search ads using generative AI while maintaining brand control. Based on product feeds and business rules, the tool automatically translates, generates, and adjusts ads for each market and language, always keeping human review in the loop before publishing.
The speakers shared results achieved with two group clients from the education and travel sectors. In the education sector, focused on postgraduate programs across several Spanish-speaking markets, CustomIQ achieved a 60% increase in CTR compared to the baseline, a 29% reduction in average CPC, and an Ad Strength improvement across 42% of ads. In the travel sector, applied to long-haul routes, CTR improved by 12%, CPC decreased by 30%, and 17% of ads improved their Ad Strength.
Synthetic Personas: The New Frontier of Insights
The event concluded with Jesús Pascual, CEO of Medios y Proyectos (part of FiT and t2ó ONE), presenting PERSIA, the group’s synthetic agent platform that enables the shift from analyzing audiences to conversing with them.
Unlike generic conversational AI, Pascual explained that PERSIA builds profiles using real audience data, socioeconomic and consumption contexts, motivations, and biases, complete with persistent memory and source traceability for every response.
The platform allows for individual interviews, focus groups across distinct profiles, and ad creative testing before investing in actual production. As a real-world case study, Pascual presented Bankinter’s example, aimed at understanding how affluent and wealth management clients balance digital autonomy with human advice in managing their assets.
Future in Motion 2026 left a conclusion shared by all speakers: the technology is already available; what makes the difference is whether brands have organized their data, processes, and teams to take advantage of it. That is the core question current organizations must face and answer.
About FiT
Future is Tech is the t2ó ONE group consultancy that guides clients through the evolution of their brands in the digital environment through data and tech projects, helping them achieve their business goals.
About t2ó ONE
t2ó ONE is a group of marketing solution companies leading the world in technology, data, and media, offering cutting-edge solutions through its family of brands: t2ó, FiT, LeadGenios, LPF, GAIN, OnTop, Gestión de Medios, Xeerpa, FLY ME TO THE MOON, Crafted, and Rebel & Thorn. With a clear commitment to innovation and sustainability, t2ó ONE empowers and guides brands to achieve exceptional business results, as it has done for over 20 years. It operates in Spain, Italy, Mexico, the US, Canada, Brazil, Ecuador, and Colombia.
