Bárbara Yuste: «Algorithms based on Artificial Intelligence, essential for Big Data» - How smart Technology changing lives

INTERVIEW with Bárbara Yuste, Director of Communication and Stakeholder Relations at GroupM Spain, who has just published the book "Communication in Times of algorithms", Ediciones Pirámide. What challenges do they face? Technology has completely changed the scenario in which companies have to operate today. Digitization has had an impact on different areas, not just business, of organizations and they have to assume this transformation naturally and with the ability to make the most of it. From the point of view of communication, which is what my book is about, the main challenge is to embrace change and incorporate the most disruptive technologies into the communication strategy to make it more effective.