The fifth session of the InnoUAMos series, organized by Madrid Network and the Autonomous University of Madrid Foundation (FUAM), focused on the revolution that Artificial Intelligence is generating in the retail sector and e-commerce platforms. Experts agreed that AI is no longer an option, but an essential tool for data analysis, operational efficiency, and personalized customer experience.
![[Img # 65090]](https://empresaexterior.com/upload/images/10_2025/7351_mn_innouamos_9890-1.jpg)
The day, titled “Artificial Intelligence in Retail and Electronic Commerce”, was held in Madrid and brought together professionals, companies and researchers to discuss the challenges and opportunities which presents the application of AI in a key sector for the daily economy.
Rocio Schettini, Director General of FUAM, and Gema Sanz, Director of Institutional Relations at Madrid Network, were responsible for the institutional welcome. Sanz emphasized the importance of this sector: “Retail is the heart of the daily economy, connecting innovation with people. When retail changes, so does the way we shop, live, work, and interact with technology.. "
La Vaguada as an example of the digitalization of the retail
One of the highlights was the presentation by Jesús Hernández, deputy director of the La Vaguada Shopping Center, the first in Madrid and one of the busiest in Spain. Hernández detailed the center's ambitious digitalization process, emphatically stating that AI "has come to stay".
The deputy director explained how artificial intelligence is being used to interpret unstructured data and improve operational and commercial management. This includes the analysis of more than 26 million annual visitors, vehicle traffic flows, consumer purchasing patterns, and energy consumption optimization. Hernandez even mentioned the example of a growth in 27% in attendance recorded in the month of October, highlighting AI as an effective tool for analyzing this data.
Personalization and Ethics in the use of data
Subsequently, a discussion with experts Moderated by Natalia Rubio, president of AEMARK. Grettel Cheila Sánchez (founder of Inteligencia Ecom), Cristina Martín (CEO and co-founder of Usyncro), and Hermógenes del Real (professor at the UAM) participated in the panel.
The debate highlighted that AI drives the automation of repetitive tasks, such as customs processing, which results in greater efficiency and a drastic reduction in errorsHowever, the consensus revolved around customer experience and data ethics:
-
AI allows you to create significantly more personalized shopping experiences, increasing both customer satisfaction and loyalty.
-
It was made a crucial call to consumer awareness on the use of your personal data, with the highlighted phrase: "If something is free, the product is you.".
-
The experts emphasized that the future of retail It requires more than just technology; it requires strengthen the human relationship with the client and achieve differentiation through the value that people contribute.
-
Finally, the need for companies to evaluate the return on investment between personnel and technology was highlighted, ensuring that human teams know provide added value to new AI tools.
The day concluded with a successful networking which facilitated the exchange of ideas between professionals, academics and companies in the sector.
