At Google Marketing Live in May 2026, Google is unequivocal: “the only way to win in the age of AI is with AI”. Gemini has gone from being just another feature to becoming the system that underpins the company’s entire advertising, commercial and measurement architecture.
At LaMagnética, we’ve been watching this change unfold in our clients’ accounts for months. This post is a roadmap of what’s happening — and what you should act on now.
Innovation without measurement is not an investment—it’s an IT expense. At LaMagnética, we emphasize that any technological advance must be accompanied by an executive dashboard showing business indicators: sales costs, customer lifetime value, and contribution margin per channel.
The discourse on artificial intelligence at MWC 2026 has evolved from fascination with novelty to a demand for results. Under the AI 4 Enterprise theme, the congress focuses on integrating language models and predictive systems into corporate workflows.
At LaMagnética, we have developed MMM-lite methodologies that enable analysis of each investment channel’s impact without relying on individual user traceability.
At LaMagnética we defend that competitive advantage does not come from the adoption of an artificial intelligence tool, but from the maturity of the data ecosystem that feeds it.
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