{"id":61633,"date":"2024-11-18T13:35:44","date_gmt":"2024-11-18T12:35:44","guid":{"rendered":"https:\/?p=61633"},"modified":"2024-11-18T13:37:42","modified_gmt":"2024-11-18T12:37:42","slug":"circulo-fortuny-y-el-futuro-de-la-ia-en-alta-gama","status":"publish","type":"post","link":"https:\/\/luxonomy.net\/es\/circulo-fortuny-y-el-futuro-de-la-ia-en-alta-gama\/","title":{"rendered":"C\u00edrculo Fortuny y el Futuro de la IA en Alta Gama"},"content":{"rendered":"\n

C\u00edrculo Fortuny organiza en Madrid la IX edici\u00f3n de su \u2018D\u00eda Fortuny\u2019, aportando la visi\u00f3n
de grandes compa\u00f1\u00edas como Loewe, Puig o Richemont y de tecnol\u00f3gicas como Google<\/em><\/p>\n\n\n\n

Las marcas de alta gama consideran que el uso de la inteligencia artificial (IA) servir\u00e1 como catalizador para optimizar la cadena de valor y aumentar la eficiencia, tal y como ha recogido el \u2018D\u00eda Fortuny\u2019 organizado por C\u00edrculo Fortuny en Madrid sobre la \u201cIA generativa y lujo: una nueva era de innovaci\u00f3n\u201d, con el objetivo de ofrecer una visi\u00f3n general sobre la evoluci\u00f3n de la Inteligencia Artificial desde la perspectiva tanto de grandes compa\u00f1\u00edas como Loewe, Richemont y Puig o tecnol\u00f3gicas como Google.<\/p>\n\n\n\n

Lo cierto es que el impacto que puede tener la IA en la alta gama se podr\u00eda focalizar en tres \u00e1mbitos: la eficiencia creativa, la experiencia del usuario y la eficiencia en los procesos productivos.<\/p>

\"\"<\/a><\/div>\n\n\n\n

La IA generativa puede ser una herramienta que impulse y complemente el proceso creativo de las marcas, ya sea facilitando el desarrollo de nuevas habilidades o abriendo nuevas posibilidades de expansi\u00f3n para la creatividad. Sin embargo, aunque la inteligencia artificial sea capaz de automatizar ciertos procesos y asistir al equipo creativo, jam\u00e1s podr\u00e1 reemplazar el talento humano, las emociones ni el ingenio \u00fanico que cada creador aporta. Puede ayudar a disrumpir nuestras barreras de creatividad pero la capacidad creativa siempre ser\u00e1 humana.<\/p>\n\n\n\n

En lo concerniente a la eficiencia, la IA se implementar\u00e1 en procesos de menor valor a\u00f1adido, optimizando tareas repetitivas y automatizables. Al asumir estas actividades que no requieren de intervenci\u00f3n humana, la IA no solo mejora la productividad, sino que tambi\u00e9n permite a los equipos enfocarse en actividades creativas y estrat\u00e9gicas, generando as\u00ed un mayor valor a\u00f1adido en las \u00e1reas que realmente lo necesitan.<\/p>\n\n\n\n

Omnicanalidad aumentada<\/strong><\/p>\n\n\n\n

Otro aspecto en el que entra la Inteligencia Artificial es la omnicanalidad, pero nunca entendida como un nuevo canal sino como una extensi\u00f3n del entorno phygital <\/em>en el que ya se mueven las marcas, potenciando la experiencia del usuario y elevando la conexi\u00f3n emocional con el cliente de una manera sin precedentes. De hecho, la IA es la tecnolog\u00eda con la que m\u00e1s r\u00e1pido se ha familiarizado el ser humano, mucho antes que cualquier aplicaci\u00f3n o red social.<\/p>

\"\"<\/a><\/div>\n\n\n\n

\u00bfC\u00f3mo se materializa la incorporaci\u00f3n de la IA al entorno omnicanal? Por un lado, a trav\u00e9s de la personalizaci\u00f3n de la experiencia del cliente mediante algoritmos de reconocimiento visual. Tambi\u00e9n, con aplicaciones avanzadas de realidad aumentada, optimizaci\u00f3n inteligente de contenidos, identificaci\u00f3n de patrones individuales y una interacci\u00f3n m\u00e1s din\u00e1mica con el consumidor, a trav\u00e9s de herramientas como chatbots u otras plataformas interactivas.<\/p>\n\n\n\n

Una nueva dimensi\u00f3n digital que sin embargo, no pierde de vista la posici\u00f3n del cliente en el centro de la ecuaci\u00f3n y la tienda como centro de gravedad, ambas consustanciales a las marcas de alta gama. En este sentido, la IA enriquece las experiencias digitales y f\u00edsicas y refuerza la atenci\u00f3n al cliente: desde ofrecer dise\u00f1os y simulaciones virtuales de m\u00e1xima calidad hasta proporcionar informaci\u00f3n sobre, por ejemplo, las tiendas de las grandes marcas en tiempo real.<\/p>\n\n\n\n

Seg\u00fan la presidenta de C\u00edrculo Fortuny, Xandra Falc\u00f3, \u201cla IA ha abierto nuevas puertas pero tambi\u00e9n plantea desaf\u00edos. Las industrias culturales y creativas de alta gama son siempre sin\u00f3nimo de autenticidad, talento, exclusividad y singularidad, por lo que tenemos el reto de adentrarnos en su amplio mundo de posibilidades y al mismo tiempo mantener la magia de nuestro sector \u00fanico\u201d.<\/p>\n\n\n\n

C\u00edrculo Fortuny <\/em><\/strong>es la principal asociaci\u00f3n espa\u00f1ola del sector de la alta gama y la excelencia cuyo principal objetivo es servir como foro com\u00fan de las marcas y empresas espa\u00f1olas del \u00e1mbito cultural, artesanal y creativo, y defender su legado tanto en el \u00e1mbito nacional como el internacional. Nacida en 2011, a d\u00eda de hoy est\u00e1 formada por 75 <\/em>socios<\/em><\/a>. Desde 2011 forma parte de ECCIA (European Cultural and Creative Industries Alliance), el principal organismo que promueve y defiende la alta gama en la UE y a la que pertenecen las siete principales asociaciones del lujo europeas (C\u00edrculo Fortuny, Comit\u00e9 Colbert, Fondazione Altagamma, Meisterkreis, Walpole British Luxury, Laurel y Gustaff III Komittee) que conjuntamente representan a m\u00e1s de 600 empresas y marcas. M\u00e1s informaci\u00f3n en <\/em>www.circulofortuny.com<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

C\u00edrculo Fortuny celebr\u00f3 en Madrid su IX \u2018D\u00eda Fortuny\u2019, abordando el impacto de la inteligencia artificial en el lujo, destacando su potencial en eficiencia creativa, experiencia del usuario y optimizaci\u00f3n de procesos productivos.<\/p>\n","protected":false},"author":10,"featured_media":61643,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"C\u00edrculo Fortuny celebr\u00f3 en Madrid su IX \u2018D\u00eda Fortuny\u2019, abordando el impacto de la inteligencia artificial en el lujo, destacando su potencial en eficiencia creativa, experiencia del usuario y optimizaci\u00f3n de procesos productivos. 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