{"id":2502,"date":"2026-05-26T08:39:59","date_gmt":"2026-05-26T14:39:59","guid":{"rendered":"https:\/\/www.overlap.net\/mx\/la-inteligencia-artificial-en-la-relacion-fabricante-retailer-claves-desde-coca-cola-european-partners\/"},"modified":"2026-05-27T02:37:02","modified_gmt":"2026-05-27T08:37:02","slug":"la-inteligencia-artificial-en-la-relacion-fabricante-retailer-claves-desde-coca-cola-european-partners","status":"publish","type":"post","link":"https:\/\/www.overlap.net\/mx\/la-inteligencia-artificial-en-la-relacion-fabricante-retailer-claves-desde-coca-cola-european-partners\/","title":{"rendered":"La Inteligencia Artificial en la ejecuci\u00f3n comercial: claves desde Coca-Cola Europacific Partners"},"content":{"rendered":"\n<p>La Inteligencia Artificial est\u00e1 redefiniendo la forma en que las organizaciones comerciales operan, pero<strong> su verdadero potencial se despliega cuando existe una base s\u00f3lida de cultura del dato.<\/strong> As\u00ed lo defiende <strong>Pablo Guerendiain<\/strong>, uno de los perfiles m\u00e1s relevantes en transformaci\u00f3n comercial del sector de Gran Consumo en Espa\u00f1a, quien <strong>lleva a\u00f1os liderando la estrategia de Route to Market de Coca-Cola Europacific Partners<\/strong>, una compa\u00f1\u00eda que no deja de crecer en valor y que cuenta con algunos de los mecanismos comerciales m\u00e1s sofisticados del mercado.<\/p>\n\n\n\n<p>En esta conversaci\u00f3n junto a nuestro consejero <strong>Emilio Folqu\u00e9<\/strong>, Pablo aborda <strong>c\u00f3mo la IA est\u00e1 ayudando a que los insights de marketing lleguen realmente al terreno, c\u00f3mo la microsegmentaci\u00f3n est\u00e1 revolucionando decisiones tan concretas como el surtido en fr\u00edo en el canal de conveniencia, o c\u00f3mo la personalizaci\u00f3n de materiales de activaci\u00f3n a nivel local est\u00e1 cambiando la relaci\u00f3n con retailers y operadores. <\/strong>Una conversaci\u00f3n imprescindible&nbsp;y muy pegada a la realidad del negocio.<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/1194663077?h=48b0a4be6d&amp;dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Pablo Guerendiain, Director, Omni-contact Operations &#038; RTM Development<br \/>\nen Coca-Cola Europacific Partners, comparte su visi\u00f3n sobre c\u00f3mo la IA est\u00e1 transformando la ejecuci\u00f3n comercial, la relaci\u00f3n con el canal y la toma de decisiones en el punto de venta.<\/p>\n","protected":false},"author":3,"featured_media":2503,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-2502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"acf":[],"lang":"mx","translations":{"mx":2502},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/posts\/2502","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/comments?post=2502"}],"version-history":[{"count":4,"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/posts\/2502\/revisions"}],"predecessor-version":[{"id":2507,"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/posts\/2502\/revisions\/2507"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/media\/2503"}],"wp:attachment":[{"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/media?parent=2502"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/categories?post=2502"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.overlap.net\/mx\/wp-json\/wp\/v2\/tags?post=2502"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}