Experts highlight the value of strategy and authenticity in communications and marketing

To commemorate the presentation of the Master in Digital Marketing and Corporate Communications, which will be taught as of AY 2026–27, CUNEF Universidad organised a roundtable discussion on “Digital Marketing and Corporate Communications: New Professional Challenges in the Age of AI”. The session, held in the Auditorium of the Almansa Campus, featured speakers Felisa Martín, General Manager of Communication and Institutional and Investor Relations at Enagás, Virginia Zafra, Head of Communication and Corporate Image at Banco Sabadell, Juan Emilio Maíllo, Director of Public Affairs at Telefónica Spain, and Celia González, Managing Director at Montblanc Iberia. The discussion was chaired by David del Cura, Chairmanship Coordinator and Head of Communications at the Spanish Banking Association.

The speakers agreed that the main challenge is ensuring a consistent brand narrative in a complex ecosystem. “For effective communication, it is important to have only one story for all the stakeholders; it is not about balancing different interests, but rather about having a comprehensive communication model,” said Felisa Martín. Virginia Zafra focused on the importance of “maintaining credibility with all stakeholders, because losing it with one means losing it with all of them at once”. Celia González stressed that, in the luxury sector, communication “is very different, it aims to be experiential, to get the customer to dream and want to invest in a high-value product”. This is why luxury “requires much more than aesthetics, it needs a story and tangibility”.  

AI as a co-pilot and human connection to add value

On the impact of artificial intelligence, the speakers highlighted its huge potential in terms of efficiency, but also warned of possible risks. Felisa Martín explained how “AI is already transforming the day-to-day of communications, but while it is true that technology is accessible to everyone, the differential value will be added by people”. 

Juan Emilio Maíllo pointed out the differences between the political and corporate spheres, with the specific example of the deepfakes that are proliferating in the United States: “Can you imagine fake videos of customers talking about bad experiences being generated in Spain?”.  

New communications teams: strategic and multidisciplinary hubs

Communications and marketing have become strategic elements in organisations thanks to the continuous professionalisation of these departments. In this sense, David del Cura stressed that communication “is no longer ‘that thing’ that only affects the communications department”. The speakers described the desired qualifications and skills of communications directors and the members of their team. They all agreed that teams are now “much more multidisciplinary” and are no longer limited to journalists, integrating creative, analytical and even legal profiles.  

“The Head of Communications must be practical, with good data analysis and relational skills”, remarked Celia González. To this, Juan Emilio Maíllo added that the ability to “give a different opinion and try to make your boss see that he or she may be wrong” is also a fundamental quality that requires 360-degree understanding of the business to detect risks that others do not see.

Precisely to meet these new challenges, CUNEF Universidad’s Graduate and International Business School will launch the new Master in Digital Marketing and Corporate Communications in the 2026–2027 academic year. The degree, which includes the possibility of earning a Certificate in Corporate Financial Communications, is designed to shape the leaders who will define marketing and communications strategies in this new paradigm.