TIME
SESSION
SPEAKER
ROOM
8:00 AM
Continental Breakfast @ Networking & EXPO Area
Ballroom  B
9:00 AM
Opening Remarks
Ana Agrelot

SME President

Yasmin Rotger

Directpr, 2025 Organizing Committee

Ballroom  A
9:10 AM
2025 Puerto Rico Digital Trends Study

Comparing in some instances the generational differences, this presentation will offer new statistical information about digital trends and changes in the behavior of the Puerto Rican consumer. Cox will highlight aspects such as Artificial Intelligence, Digital Detox, cybersecurity, online advertising and promotions, eCommerce, IOT, use of apps, media and social networks, local Influencers, content consumption and Gaming.

Anitza M. Cox

Director, Social Analysis and Policy Division @  Estudios Técnicos, Inc.

Ballroom  A
10:10 AM
The Future of Immersive Entertainment: Conversations Through Content - Presented by Aleph

Explore the trends, narratives, and resources that are revolutionizing digital storytelling and audience engagement.

José "Kiwi" De Uribelarrea

Creative Strategist Lead @ TikTok

Ballroom  A
10:55 AM
Lunch Sessions:
Break @  Networking & EXPO Center

With this session Google seeks to make the audience aware of the importance of developing its digital assets and strategies with excellence, how to do it, and the impact that this can generate in achieving your business objectives. We'll cover measurement overviews, tactical activation tips, and regional success stories.

Ballroom  B
11:25 AM
Simultaneous  Sessions (select one):

The post pandemic era is here, and the role of the store and store associates has been redefined. Ervin will share trends and learnings for executives to better define their strategies on how to retain shoppers, maximize impact and retain talent. He will go over the relationship between e-commerce, the evolution of the physical store, and Web 3.0.

AI & Performance in Highly Regulated Markets

This presentation will explain how regulated industries can maximize their marketing, technology, and communication budgets. Participants will gain contextual insight into how to design digital strategies in industries such as Healthcare, Insurance, Finance and Technology.

Martin Latrechina

founder & general director @ Jacarandá, Comunicación y Tecnología

Room 202  
Decoding Attention: Predictive Models and Eye Tracking Digital Ads

Discover how cutting-edge tools like eye tracking and predictive AI are transforming the way brands measure and optimize advertising impact. This session will dive into the science of attention, showing how behavioral insights and technologies like Neurons and Attention Metrics can drive higher conversions, smarter investments, and more effective omnichannel strategies - even in a cookieless world.

Izael Castillo

Research & Insights Manager LATAM @ Teads

Room 208  
DIGI Talks

In this session you will learn about guidelines for the use and implementation of AI, as well as protection of works created by artificial intelligence and Copyright infringement by artificial intelligence.  Also, about the effects of artificial intelligence on patents and tools to preserve business secrets in the face of the use of artificial intelligence.

Expo Center
12:10 PM
Lunch & Stand Up: Against Street Harrasment Presented by L'Oreal Paris
Yizette Cifredo
Ballroom  A
1:30 PM
Simultaneous  Sessions (select one):

The post pandemic era is here, and the role of the store and store associates has been redefined. Ervin will share trends and learnings for executives to better define their strategies on how to retain shoppers, maximize impact and retain talent. He will go over the relationship between e-commerce, the evolution of the physical store, and Web 3.0.

Gamification: From Game to Activation

Gamification isn’t about creating video games; it’s about applying the mechanics that make video games successful in terms of user retention and interaction -like points, levels, rewards, rankings, streaks, and missions - in real-world contexts to boost participation, engagement, and user retention. In this talk, we’ll debunk that common misconception and show how global brands are using these strategies to create memorable brand experiences.

Frankie "Hambo" López

President @ Expo Caribe & Founder @ Yo soy un Gamer

Room 202
The AI Mindset: A New Client-Agency Work System

Panelists:

Gabriela Martín

Senior Marketing Director @ Triple-S

René Baquero

Chief Creative Officer

Gabriel Carrero

Creative Director

Karen Calva

Head of Data Intelligence @ Contáctica

Moderator:

Juan Carlos Pedreira

Partner & Digital Strategist @ Social Business Hub

Room 208
Generative AI Governance: Designing Systems that Think, Decide, and Are Accountable

This session unpacks the challenges of using LLMs and autonomous agents without proper governance. Learn how to design responsible systems with traceability, oversight, and explainability at their core - so AI works for your business without compromising ethics, control, or reputation.

Francisco Kemeny

Founder & Chief AI Builder @ Kemeny Studio

Room 209
DIGI Talks

In this session you will learn about guidelines for the use and implementation of AI, as well as protection of works created by artificial intelligence and Copyright infringement by artificial intelligence.  Also, about the effects of artificial intelligence on patents and tools to preserve business secrets in the face of the use of artificial intelligence.

Expo Center
2:25 PM
The Future of Retail Media: IA & Automation Presented by FirstBank

Discover how Artificial Intelligence and automation are revolutionizing Retail Media, optimizing strategies to maximize efficiency and conversion. We’ll dive into how Machine Learning powers predictive personalization and how solutions like PMAX and Smart Shopping automate campaign management, improving performance across all formats. We'll also explore the expansion of Retail Media strategies into Display, Digital Video, and Connected TV, and how these innovations help brands scale more precisely in an ever-evolving ecosystem.

Patty Yunén Latour

Commercial VP North Cone @ Growth Digital, Official Google Media Sales Representative LATAM

Ballroom A
3:15 PM
Break @ Networking & EXPO Center

The post pandemic era is here, and the role of the store and store associates has been redefined. Ervin will share trends and learnings for executives to better define their strategies on how to retain shoppers, maximize impact and retain talent. He will go over the relationship between e-commerce, the evolution of the physical store, and Web 3.0.

Ballroom  B
3:40 PM
Owned vs. Rented Land: Reclaiming Audience & revenue in the AI Era

Most marketers are building empires on platforms they don’t control - aka rented land. Algorithms shift. Ad costs spike. Your audience? It’s never truly yours. This session will offer a tactical blueprint for owning your audience and protecting your revenue in the age of AI. You’ll learn why the smartest marketers are shifting away from algorithm dependency and toward sustainable, owned channels like email, community, and first-party data. This isn’t fluff. It’s a no-BS action plan to future-proof your business and take back control.

Carlos Gil

Marketing Expert & Bestselling Author of The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI

Ballroom  A
4:15 PM
SME  Digital Awards

The post pandemic era is here, and the role of the store and store associates has been redefined. Ervin will share trends and learnings for executives to better define their strategies on how to retain shoppers, maximize impact and retain talent. He will go over the relationship between e-commerce, the evolution of the physical store, and Web 3.0.

Ballroom  A
5:30 PM
Happy Hour @ Networking & EXPO Center

The post pandemic era is here, and the role of the store and store associates has been redefined. Ervin will share trends and learnings for executives to better define their strategies on how to retain shoppers, maximize impact and retain talent. He will go over the relationship between e-commerce, the evolution of the physical store, and Web 3.0.

Presented by Cervecera de Puerto Rico,  Absolut, Jameson, Skrewball, Espolón & Don Q
Ballroom  B
*Program subject to change