Featured in elEconomista, Idearium® CEO Minerva García explains why brand strategy, trust and differentiation matter more than ever as AI transforms marketing and communication.

If everyone can create more, what will make your brand worth remembering?

Artificial intelligence is transforming how brands create content, automate processes and communicate with customers.

But more content doesn’t necessarily mean stronger brands.

That is the message shared by Minerva García, CEO of Idearium®, in a recent interview with elEconomista, where she explores why branding is becoming an increasingly important competitive advantage in the age of AI.

“The difference is no longer about publishing more — it’s about being remembered.”

When everyone has access to the same tools

As AI makes content creation faster and more accessible, companies face a new challenge: standing out in a market where communication can become increasingly similar.

For García, the answer is not simply producing more. It is building recognizable brands with a clear identity, personality and the ability to earn lasting trust.

Technology can generate content in seconds. But meaningful differentiation still requires strategic thinking.

AI should strengthen the brand

At Idearium®, the Spain-based creative agency combines branding, marketing, creative consulting, digital development and artificial intelligence to help businesses grow and connect with their audiences.

Its approach puts AI at the service of branding — not the other way around.

First comes the strategy: what should a brand represent, and what should customers remember about it? Then technology can help improve efficiency, personalize experiences and strengthen business results.

A new challenge for creative agencies

The same shift is redefining what makes an agency valuable.

As production becomes increasingly automated, creativity, brand strategy, business vision and technological expertise become essential to delivering meaningful differentiation.

For independent agencies, this creates an opportunity to move beyond content production and demonstrate the value of strategic thinking.

Idearium®, a member of Constellation Global Network, is bringing that perspective into an important industry conversation.

Because when everyone can create more, the real competitive advantage is being remembered.

Discover Idearium®

Explore Idearium® and its work in branding, marketing, strategy and AI: https://idearium.es/

Read the full interview

Discover Minerva García’s perspective in elEconomista: