At PARIX IA 2026 in Madrid on 18 March 2026, Roberto Carreras explores how artificial intelligence is changing marketing work. The founder of the MAIN MIND ecosystem compares inexperienced AI users to a monkey driving a Ferrari: access to powerful technology does not guarantee useful or responsible results without knowledge, direction and a clearly defined destination.
Carreras demonstrates how Claude researched the event’s speakers and predicted their subjects using public information. It then converted that research into a website, podcast, presentation, infographic and video. His broader lesson is that professionals should focus on the problem they need to solve rather than becoming distracted by individual tools. Useful workflows may combine Claude, NotebookLM, Google AI Studio, Lovable, Supabase, Midjourney and n8n.
He describes a progression from experimenting with prompts to maintaining reusable prompt libraries, creating specialised assistants and automating complete processes. AI can help prepare proposals, define product requirements and create applications. Carreras demonstrates an “Editorial Radar” built with Claude and Lovable that analyses a manuscript, identifies market gaps, evaluates competing titles and recommends positioning, audiences, discovery channels and a content plan.
Other examples include automatically resizing campaign images for social platforms and generating copy aligned with a brand’s established voice. Carreras warns that poorly planned systems consume time, credits and money while creating additional “work slop.” His conclusion is that the most valuable AI marketing tool is the ability to ask good questions about genuine objectives, such as selling more books or improving discoverability.
Original title: Nuevas herramientas de IA para el marketing
