Beauty, meaning and authenticity: the new business formula in the face of uncertainty

Companies operate today in an environment characterized by deep and accelerated changes that affect both their way of competing and their relationship with customers, employees and society. The generative artificial intelligence (GAI)the pressure of a more conscious consumer and the speed of social and economic changes are transforming the way we create value.

According to IDC, companies will allocate 644 billion dollars to GAI projects in 2025, but a MIT study warnsl 95% of these initiatives does not achieve a measurable impact due to strategic integration and misalignment failures.

For 5% of the companies that are leading the change, hugging the AI, VML The Cocktail, a creative transformation company, presents in Beyond 2025 The essential capacities to convert the uncertainty of the current situation into a competitive advantage: beauty, meaning and authenticity.

“Beyond technology,” he explains Alberto Barreiro, VML Transformation Director The Cocktail“The key to success lies in acting with purpose, designing experiences that excite and be faithful to what we promise.”

In turn, Alberto Suárez, Managing VML Director The Cocktail, He has declared that “understanding reality, is a way of transforming it, and is necessary to inhabit the labyrinth in which we live.”

Beauty: Experiences that conquer saturated markets

In a world where AI can automate processes, but not emotions, business beauty makes a difference. It is not aesthetics, but to create memorable experiences that connect with clients, employees and partners at the emotional level. When the options multiply and competition intensifies, only companies that design valuable and significant interactions manage to realize really.

Star of Diego, writer and art teacher, has emphasized during her speech that «beauty is cultural and an ethical canon that can eventually change. In this sense, at present, the most subversive act is to contemplate again ». Along the same lines, Elvira Lindo, writer and journalist, has affirmed that “beauty is to go against what everyone does.”

SENSE: The compass that marks the path of innovation

The meaning goes beyond stating a purpose. It is the practical coherence that guides each decision, from the design of an algorithm to the conversation with a client. It means always being clear what the company does and why, to align technology and values. As Victoria Camps, philosopher and writer points out, “Sense is an address that connects reason and feeling”.

Companies that have and communicate meaningful are more likely to generate greater loyalty among their clients, especially among younger generations, who prioritize consistent brands with responsible values ​​and practices. However, at present, «the choice of meaning is increasingly complicated and difficult, being the easiest to get carried away. And the day we abandon the will to power, everything will be lost. While we think we can improve things, the world will improve, ”Camps concluded.

Genuity: Coherence between Word and Action

In a world in which the AI ​​accelerates each process, only authentic connections generate real confidence. Hartmut pink, philosopher and sociologist, has emphasized the idea that “the resonance starts in discover in lo exterior that es important to us y, con base in it, lo genuine es responder con lo what We are, sin strategies”. Now, it is necessary that each person find different resonance anchors through the different acts and interactions that arise throughout life because “it is not about fixing our identity, but also evolving with this identity”, as Rosa has stressed.

As companies, it is necessary to help create and build genuine relationships, learn to connect in an authentic way and transcend transactionality outside the noise to which we are currently subjected. On the other hand, and given the oversaturation of data, the combination of technology with empathy should not be forgotten, that is, to design each interaction thinking about human impact, not only in efficiency.

These reflections are part of Beyond 2025: Inhabit the labyrinththe VML The Cocktail meeting that, in collaboration with the Festival of Ideas (the factory), to help companies redefine their impact on a volatile and accelerated environment. This union has emerged from the need to open ourselves to new links and look out to new forms of creation and transformation.

Beyond 2025 It shows that only combining technology, purpose and deep relationships companies can lead a future that is already here. Download the manual to inhabit the labyrinth and discover how to shape the change.