Karen Calva

Contáctica - Head of Data Intelligence

Conference theme:

Applications of Generative AI in Digital Marketing

Abstract:

The revolution in generative artificial intelligence is transforming entire industries, with digital marketing standing out as one of the main laboratories of innovation. In this talk, I will share how, through data science and AI, we have built real-world solutions such as intelligent chatbots and audiovisual content generation frameworks that not only automate processes but also enhance creativity and brand impact. I will discuss lessons learned, practical challenges, and new opportunities at the intersection of data, technology, and business.

Speaker biography:

Karen Calva is the Head of Data Intelligence at Contáctica, a leading digital marketing agency in Puerto Rico and Latin America recognized for its creative, data-driven approach. She holds a Bachelor’s degree in Mathematical Engineering from Escuela Politécnica Nacional and a Master’s degree in Logistics and Supply Chain Management from Universidad Internacional de La Rioja. With extensive experience in cloud computing, programming, and machine learning, Karen leads projects in business intelligence and artificial intelligence to optimize marketing strategies and content impact. She also shares her expertise as a lecturer in Big Data Visualization at ESPOL’s Master’s program in Data Science, promoting the strategic use of technology to solve business challenges. Previously, Karen held leadership positions in machine learning and analytics at regional fintech and banking institutions.