Latam Regional Council of the Global Alliance Discusses AI, Data, and Business Impact

Last Tuesday (July 22nd), the Latin America Regional Council of the Global Alliance convened its members to discuss the challenges and future of the communication field in an environment rich in experience sharing and strategic insights. The Global Alliance for Public Relations and Communication Management is the worldwide confederation of leading communication associations, and Aberje is a member of its board. The meeting brought together representatives from communication organizations and companies across Latin America.

From Brazil, participants included Hamilton dos Santos, CEO of Aberje; Victor Pereira, Manager of Institutional and International Relations at Aberje; Carolina Prado, Director of Communications for Latin America at Intel; Marcel Dellabarba, Director of Public Relations for Latin America at Samsung Electronics; and Thyago Mathias, Communication Consultant. From Uruguay, David Grinberg, Vice President of Corporate Communications at Arcos Dorados, joined the discussion. From Chile, the meeting was attended by Francisco Aylwin, Vice President of FOCCO DIRCOM. Representing Puerto Rico was Gladys Diaz, from the Puerto Rico Public Relations Professionals Association (ARPR). From Mexico, Olga Oro, Vice President of International Affairs at PRORP, was present. Argentina was represented by Analia Canale, Executive Director of the Argentine-Brazilian Chamber of Commerce, Industry and Services (Cambras), and Diego Campal, President of the Argentine Public Relations Council (APRC). From Peru, Alejandro Cornejo Montibeller, from the Faculty of Communication Sciences, Tourism and Psychology at the Universidad de San Martín de Porres, participated.

In his opening remarks, Hamilton dos Santos, Executive Director of Aberje and Chair of the Regional Council, emphasized the “Venice Pledge”, which focuses on the responsibility of communicators in the age of Artificial Intelligence (AI). Its core objective is to safeguard human decision-making, ensuring that AI remains anchored in ethics and humanity. “Aberje actively contributed to its development and has adopted all seven guiding principles of AI,” he noted.

A new technological reality

David Grinberg, Vice President of Corporate Communications at Arcos Dorados, stressed the urgency of more effective communication. While the brand is widely recognized, its corporate agenda – covering sustainability, social impact, and youth employment – is often not perceived by the public. The key challenge, he explained, is no longer what to communicate, but how.

He noted that traditional media now competes with corporate-owned channels, which, according to the data presented, tend to reach broader audiences. Today, communication strategies must prioritize impact over message volume. It is crucial to use data to understand audiences, optimize budgets (allocating more to distribution and less to content production), and develop shorter, more effective formats. Metrics should focus on qualitative aspects such as brand trust and perception of core brand attributes.

Next, Marcel Dellabarba, Director of Public Relations at Samsung, reinforced the need for a 360º communication strategy integrating media relations, digital platforms, and influencers. His team has even established a “data-driven PR” unit composed of BI analysts and data scientists, freeing communication professionals to focus on strategy and providing intelligence for future initiatives.

He pointed out that information consumption habits have clearly shifted: journalism students now cite YouTube, Instagram, and TikTok as their primary sources of news. Traditional media, while still relevant due to its credibility, now complements broader communication strategies.

Collaborating with content creators is increasingly essential, requiring access to information and immersive experiences to enable the production of high-quality videos. Internal communication is also evolving, adopting platforms that mimic social networks to foster horizontal engagement and interaction among employees.

The executive also stated that while there are no universal metrics, PR impact should be measured directly through business results – tracking qualified traffic to newsrooms and e-commerce platforms, and including influencer reviews on product pages to influence purchasing decisions.

The discussion also covered the role of AI in executive communication, particularly on platforms such as LinkedIn. Participants agreed that while AI can serve as a helpful tool, the personal tone and authenticity of a leader remain irreplaceable. Quality – not quantity – should guide this communication, turning employees themselves into brand advocates and enhancing credibility.

Global Alliance for PR and Communication Management

The Global Alliance for Public Relations and Communication Management is the global confederation of leading public relations and communication management associations, organizations, and academic institutions. It represents professionals, scholars, and students in over 120 countries. Hamilton dos Santos, Executive Director of Aberje, currently serves as Chair of the Latin America Regional Council and is a member of the organization’s global board.