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Media economy
Facu
28 July, 2026

Artificial intelligence changes the media economy and transforms the sector's sources of income

The expansion of artificial intelligence is generating one of the most profound changes in the global media and entertainment industry.

The technology began as a tool for automation and data analysis. It is now central to content production, audience management, digital advertising and monetization models.

The impact reaches traditional media, streaming platforms, entertainment companies, producers and independent creators. The ability to attract attention, turn audiences into income and build own digital assets takes on a new dimension in an ecosystem where artificial intelligence systems are increasingly involved in content distribution and discovery.

IA attendees join the content distribution chain

For more than two decades, search engines and social networks concentrated much of digital traffic. The emergence of conversational assistants based on artificial intelligence incorporates a new intermediary between content and audiences.

Millions of users start to consult tools such as ChatGPT, Perplexity, Gemini or Copilot for information, recommendations and specialized responses. This behavior changes the way people discover news, consume information and access entertainment content.

For the media, this dynamic introduces an additional strategic variable: visibility against artificial intelligence systems.

The quality of the sources, thematic authority, sectoral specialization and information clarity become more relevant within the mechanisms that use these systems to identify reliable content.

The monetization of hearings enters a new stage

Artificial intelligence also directly affects income.

Media companies use advanced analysis models to understand consumption habits, segment audiences and optimize subscription strategies.

The customization allows to offer more relevant content for each user, increasing indicators linked to permanence, recurrence and conversion.

International media groups also advance in predictive models capable of identifying cancellation behaviors, cross-selling opportunities and segments with greater monetization potential.

The economic consequence is significant: profitability is increasingly dependent on the ability to manage data, interpret behaviour and develop direct relations with audiences.

Content production incorporates new operational efficiencies

Artificial intelligence-based automation generates operational improvements in multiple areas.

Current tools allow:

  • Summarize complex information.
  • Generate versions adapted for different formats.
  • Optimize editing flows.
  • Accelerate documentation processes.
  • Automate repetitive tasks.

These capacities reduce production times and increase publication speed.

The strategic challenge is to preserve editorial differentiation, information quality and brand credibility in a context where content generation becomes more accessible to a growing number of actors.

The competitive advantage is increasingly concentrated on the ability to produce own analysis, expertise and value-added perspectives.

The care economy increases competition by relevance

Artificial intelligence amplifies the amount of content available and accelerates consumption cycles.

This dynamic increases competition for attention in an environment characterized by a virtually unlimited supply.

Media companies are facing increasing pressure to strengthen their thematic positioning and build communities with defined interests.

Organizations that develop authority in specific niches are more likely to generate brand recognition, improve their conversion metrics and increase the commercial value of their audiences.

Specialisation emerges as a strategic variable to sustain growth and profitability.

The economic value of trust takes on a higher dimension

The proliferation of content generated by artificial intelligence increases the importance of trust as a business asset.

The source of information, the quality of the sources and the reputation of the brands have an increasing impact on consumer decisions.

This phenomenon strengthens the position of media, platforms and producers capable of demonstrating editorial rigour and consistency in their content.

Confidence begins to function as an economic differential capable of impact on subscriptions, advertising agreements and long-term business opportunities.

Latin America faces a strategic positioning opportunity

The growth of conversational attendees provides an opportunity for specialized organizations to gain visibility through high-quality content, sectoral approach and capacity to respond to specific market problems.

The media economy is moving towards a scenario where distribution, monetization and confidence-building will increasingly be linked to the interaction between human audiences and artificial intelligence systems.

The strategic decisions made during this stage will have an impact on the growth, profitability and positioning capacity of industry companies over the next decade.

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Government and regulation
Facu
23 July, 2026

International trade: the new regulatory map that transforms global logistics

The rules governing international trade go through an accelerated process of change.

The combination of industrial policies, geopolitical tensions, increased security requirements and new environmental regulations is changing the way companies design their logistics chains and manage foreign trade.

For logistics operators, importers, exporters and industrial companies, the scenario incorporates an additional strategic variable: the ability to anticipate regulatory changes and adapt quickly.

Regulation gains weight in logistics competitiveness

For decades, logistics efficiency was mainly associated with costs, transit times and operational capacity. The current context incorporates a new factor of competitiveness: regulatory compliance.

Customs authorities increase controls on tariff classification, origin of goods, electronic documentation, traceability and sustainability requirements. At the same time, different Governments use trade instruments such as tariffs, licences, sectoral restrictions and preferential agreements to strengthen industries considered strategic.

This development makes regulation a central component of international logistics planning.

Trade facilitation advances along with increased documentary demands

While multilateral agencies are promoting the digitization of customs processes and the modernization of foreign trade systems, companies face increasingly complex documentary requirements.

The World Trade Organization continues to review mechanisms to strengthen the Agreement on Trade Facilitation by promoting more agile procedures and greater interoperability between customs administrations. In parallel, the requirements related to certificates of origin, health measures, environmental controls and transparency in supply chains increase.

The result is an environment where speed and control progress simultaneously.

Trade policy redefines logistical flows

Changes in tariff policies, industrial relocation programmes and regional agreements are leading to significant changes in international cargo corridors.

Multinational companies evaluate alternative suppliers, develop geographical diversification strategies and strengthen regional operations to reduce exposure to regulatory changes.

This dynamic drives new opportunities for logistics operators capable of providing international coverage, external trade advice and integrated solutions for multiple markets.

Technology strengthens policy compliance

The increasing complexity of regulation leads to a greater incorporation of digital tools in international logistics.

Artificial intelligence begins to play a relevant role in documentary validation, tariff classification, regulatory monitoring and automation of compliance processes. These technologies allow for the reduction of administrative errors, the acceleration of verifications and the improvement of response capacity to regulatory changes.

Technology investment acquires a strategic value for companies operating in multiple jurisdictions.

Latin America faces an opportunity for integration

Latin American countries continue to make progress in customs modernization and digitization of foreign trade programmes. At the same time, the region seeks to strengthen trade agreements and attract investment linked to global vendor diversification processes.

Companies that develop strong regulatory management capacities will be able to access international markets more easily, reduce operational risks and build more stable trade relations.

Integration between trade strategy, policy compliance and logistics efficiency appears as one of the main growth factors for the next decade.

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Volume or business
Facu
21 July, 2026

Am I using capital to hold volume or to maximize business return?

Trade growth gains more value when each weight invested generates sustainable profitability.

In the mass consumption and retail sector, capital allocation became one of the strategic decisions with the greatest impact on competitiveness.

The cost of capital conditions each commercial decision

Consumer companies operate in a context where labour capital represents an increasing share of the resources needed to sustain the activity. Inventories, customer financing, promotions, channel expansion and category development require permanent investments that require a rigorous assessment of their return.

Reports from McKinsey, Deloitte and Harvard Business Review point out that organizations with better financial indicators integrate metric returns on investment capital (ROIC) in their business decisions, complementing traditional indicators such as volume, market share or billing.

This development is a reality shared by developed markets and emerging economies: capital availability becomes strategic and each investment must demonstrate its ability to generate economic value.

Volume is no longer a sufficient indicator

For years, many companies prioritized the growth of units sold as the main indicator of success. This logic finds limits when volume increase requires higher levels of inventory, permanent promotions, extension of recovery deadlines or expansion to low-cost customers.

Each of these decisions immobilizes financial resources that could generate a higher return in other trade initiatives.

The strategic question changes its focus:

What segments, categories, channels or customers produce the greatest return on committed capital?

To answer that question, it is possible to identify opportunities that remain hidden when the analysis focuses only on sales.

Efficient capital allocation strengthens profitability

The industry's leading companies incorporate an integrated approach between finance, business and operations to assess each investment.

This analysis considers variables such as:

  • Profitability per customer.
  • Channel performance.
  • Inventory productivity.
  • Rotation of labour capital.
  • Cost of purchasing customers.
  • Margin by category.
  • Cash conversion cycle.
  • Return on commercial promotions.

This integration makes it possible to prioritize initiatives with a greater capacity to generate cost-effective growth and improve financial predictability.

Inventories, promotions and financing concentrate much of the capital

Three components absorb a significant part of financial resources within consumer companies.

The first is the inventory. Excess stock immobilizes capital, increases logistical costs and increases the risk of obsolescence or product deterioration.

The second is linked to promotions. Discounts drive short-term sales, although they also reduce margin and can affect brand value perception when used systematically.

The third component is the funding provided to clients. The extension of trade deadlines improves competitiveness in certain markets, but also increases labour capital needs and financial exposure.

Each of these decisions requires indicators to measure their full economic impact.

The profitability comes from a combination of variables

Business return depends on the interaction between multiple factors.

A lower-volume category can generate greater economic contribution.

A channel with moderate growth can offer a higher rotation of the invested capital.

A historical customer may require more commercial resources than other segments with better profitability.

These differences drive data-based management, where the allocation of resources meets economic criteria rather than consolidated business habits.

Analytics improve the quality of decisions

The incorporation of analytical tools facilitates a deeper understanding of the behaviour of customers, categories and channels.

Predictive models make it possible to estimate demand, optimize inventory levels, project profitability by segment and assess the financial impact of different trade policies.

The use of advanced artificial and analytical intelligence accelerates this process by simulations that integrate commercial, financial and operational variables.

Technology brings speed to analysis and strengthens the capacity to allocate capital to opportunities with the greatest potential for value creation.

A strategic agenda for decision makers

Management teams find a relevant opportunity to regularly review the use of capital within the business.

Some questions guide this assessment:

  • What percentage of capital is allocated to initiatives with measurable return?
  • Which customers concentrate the most investment and what is their economic contribution?
  • What categories generate the greatest return on investment capital?
  • What is the financial productivity of each commercial channel?
  • What business decisions increase cash generation?

These responses strengthen the capacity to build cost-effective growth, improve financial resilience and increase competitiveness in dynamic markets.

Capital represents one of the most valuable strategic assets of any consumer company. Its allocation determines the speed of growth, the financial strength and the ability to capture market opportunities. The organizations that incorporate this perspective develop more efficient business structures and business models with greater capacity to sustain results over time.

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Energy infrastructure
Facu
13 July, 2026

Large investments with multi-year horizons: how to build a trade strategy for energy infrastructure projects

Energy infrastructure projects operate under a long-term logic.

Planning, financing, regulatory approvals and construction make up cycles that can be extended for five or more years before generating income. This scenario requires a trade structure aligned with the real speed of investment and market developments.

The expansion of electricity networks, developments in oil and gas, renewable energy plants and energy transport works reflect an international dynamic where capital allocation privileges projects with structural impact and the ability to generate value for decades. International bodies and market actors stress that investment in energy infrastructure remains one of the main drivers of economic growth and energy security.

Investment cycles define the pace of the trade strategy

Each infrastructure project goes through stages with different commercial needs. The early identification of opportunities, the construction of institutional relations, participation in tendering processes and technical support are part of a journey that demands continuity.

Energy sector supply companies have better results when they integrate the business strategy with their customers' investment schedule. This coordination facilitates the efficient allocation of resources, improves the preparation of proposals and strengthens positioning throughout the project cycle.

Trade management has a strategic role to play in anticipating future needs and maintaining linkages during long periods of evaluation and implementation.

Plan with five-year projected returns

Large-scale projects require present decisions with deferred results. This feature changes the way in which commercial investment, equipment development and capacity expansion is assessed.

The planning incorporates scenarios of economic evolution, availability of financing, regulatory changes, performance capacity and energy demand behaviour. Each variable influences project speed and opportunities for specialized suppliers.

Organizations that build forward-looking scenarios strengthen their capacity to sustain commercial investment over extended periods and generate greater consistency in decision-making.

Predictability strengthens competitiveness in long-term markets

Predictability is a strategic asset within the energy sector. Companies need to estimate project flows, identify investment priorities and understand the decisions that drive developers, operators, public bodies and investors.

This capacity is derived from commercial systems that integrate market intelligence, ongoing project monitoring, regulatory analysis and continuous update of the opportunity pipeline.

The result is an organization prepared to anticipate market movements, optimize commercial resources and reduce uncertainty associated with long investment cycles.

Indicators that guide trade management during infrastructure projects

The commercial director needs to incorporate specific metrics to assess performance within intensive investment markets.

The most relevant indicators include:

  • Total value of the pipeline segmented by project stage.
  • Probability of award according to maturity level of each opportunity.
  • Average business cycle time from identification to recruitment.
  • Participation in strategic projects within the target market.
  • Evolution of potential investment volume per client or segment.
  • Diversification of pipeline between sectors, regions and types of infrastructure.
  • Conversion of institutional relations into specific business opportunities.

The systematic monitoring of these indicators facilitates consistent decisions on resource allocation, the incorporation of specialists and the development of new trade capacities.

Prioritizing opportunities for multiple investment projects

Energy markets often present a number of simultaneous initiatives with different levels of progress. Prioritization determines the quality of trade growth.

The strategic evaluation considers variables such as project size, probability of implementation, financial strength of the developer, regulatory stability, alignment with the company's capabilities and long-term relationship potential.

This methodology makes it possible to concentrate efforts on opportunities with greater economic impact and to improve the efficiency of commercial investment.

The discipline in prioritization also promotes coordination between commercial, financial and technical areas, strengthening the capacity to respond to high-complexity projects.

Strategic management accompanies the growth of the energy sector

Investment in energy infrastructure will continue to drive new projects related to electricity networks, transport, storage, oil, gas and renewable energy. This scenario increases the importance of having business structures prepared to operate under extended planning horizons, complex decision-making processes and highly competitive markets.

Organizations that develop predictability, strengthen strategic analysis and align their business decisions with investment cycles create better conditions for capturing opportunities for sustained growth.

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Financial company and real estate developer working together
Facu
8 July, 2026

What changes in business when a financial company and a real estate developer decide to work together?

The convergence between the financial system and real estate development is driving a new stage for the market.

Access to capital, the structuring of financial products and the creation of trade confidence have a central role to play in the competitiveness of projects.

Financial integration expands the potential market

For years, the success of real estate development depended mainly on the location, architectural design and commercial capacity of the developer. The current scenario incorporates an additional strategic variable: the ability to facilitate access to financing.

When a financial company participates from the origin of a project, the value proposal incorporates credit alternatives, investment schemes, personalized financing and tools that expand the universe of buyers. This integration strengthens potential demand and creates favourable conditions for accelerating the business cycle.

In markets with liquidity restrictions or high macroeconomic uncertainty, financing becomes a determining factor in sustaining the rate of sales and improving business predictability.

Financing strengthens marketing speed

The availability of financial solutions directly affects the ability to place units during the early stages of the project.

Payment plans, bridge credits, quota financing, mortgage products or investment instruments make it possible to adapt the supply to different customer profiles. This trade flexibility promotes higher levels of conversion and helps to reduce the time needed to achieve the pre-existing objectives.

The marketing speed improves the flow of development funds and facilitates the financial planning of the entire operation.

Institutional trust gains value in the purchase decision

The participation of a financial institution also affects the buyer's perception of risk.

Technical evaluation of the project, control processes and transparency in the financial structure strengthen the credibility of development. For many investors, these elements represent signs of solidity that complement the traditional attributes of real estate.

Institutional trust is particularly important in large-scale projects, mixed developments and initiatives aimed at property investors.

Financial innovation drives new business models

Collaboration between developers and financial companies also promotes the creation of innovative products.

Real estate funds, trusts, digital investment platforms, asset tokenization and collective financing schemes expand available alternatives to channel capital to new projects.

Several reports from international consultants such as McKinsey and Deloitte identify an acceleration in the convergence between Real Estate and financial technology, boosting models with more operational efficiency and a more diversified investor base.

This development makes it possible to capture resources from segments that historically remained away from the traditional real estate market.

Joint planning improves project profitability

The early incorporation of the financial partner allows the design of capital structures aligned with the trade objectives of development.

Decisions on work schedule, price policy, contingency scheme, fund flow management and financing needs can be coordinated from an integral view of the business.

This planning strengthens the ability to manage financial risks, optimize capital use and sustain profitability throughout the project cycle.

Strategic partnerships increase the competitiveness of the sector

The growing complexity of the real estate market leads to greater specialization among the different actors in the value chain.

Developers provide technical knowledge, performance capacity and business experience. Financial companies incorporate tools to structure investments, manage risks and facilitate access to capital.

The combination of both capacities generates business models with greater predictability, better competitive positioning and greater possibilities for expansion to new market segments.

Companies that develop such partnerships strengthen their capacity to respond to an environment where financial sophistication begins to become a differential attribute.

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Real estate sector
Facu
6 July, 2026

How to build an ecosystem of partners to strengthen growth in the real estate sector?

Strategic collaborative networks are consolidated as one of the main competitiveness factors for developers, real estate and investors.

The ability to integrate specialists, expand the value proposal and generate shared opportunities drives more sustainable growth models in an increasingly dynamic market.

Real estate growth is based on value networks

The real estate business brings together a wide range of actors involved in each stage of a project. Developers, corridors, financial institutions, legal studies, architects, builders, writers, technology companies and specialized consultants participate in decisions that impact on the marketing speed and profitability of each operation.

This scenario drives an evolution in the way they compete. Companies strengthen their positioning through ecosystems of partners capable of generating business opportunities, sharing expertise and expanding the scope of their services.

Various analyses of McKinsey & Company and Deloitte they stress that organizations that develop collaborative networks increase their innovation capacity, improve customer experience and strengthen their resilience to changing economic scenarios.

Confidence drives long-term trade relations

The real estate sector maintains extensive business cycles and operations of high economic value. Confidence among participants represents a strategic asset for accelerating negotiations and facilitating investment decisions.

A solid ecosystem is built on shared criteria of quality, transparency and compliance. Each partner incorporates specific knowledge that strengthens the comprehensive proposal presented to the client.

Specialisation also favours a more efficient allocation of resources. Each organization concentrates its main capacities while incorporating complementary services through strategic alliances, generating greater operational agility.

The customer experience incorporates multiple specialities

Buyers and investors seek accompaniment throughout the decision-making process. Financial analysis, legal evaluation, architectural design, property management and post-purchase services are part of an increasingly integrated experience.

This changes the trade structure of the sector. Companies that coordinate a reliable network of specialists are able to respond more quickly and in depth to increasingly diverse needs.

The incorporation of complementary services also increases the perceived value of each operation and promotes the generation of recommendations within the market.

Technology strengthens partnership between partners

The growth of the PropTech ecosystem facilitates coordinated management among multiple participants.

Collaborative platforms, CRM systems, commercial automation, digital signature, data analysis and artificial intelligence optimize information exchange, reduce administrative times and improve the traceability of every commercial opportunity.

According to various international reports, the digitization of the real estate sector promotes collaborative models with a greater ability to scale operations by maintaining homogeneous standards of care.

Technology also allows for identifying shared business opportunities, better segmenting demand and generating common indicators for decision-making.

Partner selection defines ecosystem quality

Building an effective network requires clear criteria for incorporation and evaluation.

Complementarity of capacities, professional reputation, financial stability, cultural affinity and long-term vision strengthen the sustainability of partnerships.

Ecosystem governance is becoming increasingly important. Working protocols, shared objectives, performance indicators and communication mechanisms promote more stable and predictable relationships.

The companies that consolidate these practices develop a greater capacity to expand to new segments, markets and asset types.

Ecosystems drive new business opportunities

Strategic collaboration also facilitates access to larger-scale developments, mixed-use projects, institutional investments and regional markets that require multidisciplinary capacities.

Integration between companies makes it possible to share market information, detect changes in demand and respond more quickly to new investment opportunities.

This model also strengthens innovation through the ongoing exchange of experiences between organizations with complementary profiles.

A strategic vision for consolidating growth

The strengthening of the real estate sector is increasingly dependent on the quality of the relationships that companies build within their competitive environment. Partner ecosystems expand commercial capacities, generate greater predictability and promote sustained growth based on shared knowledge and expertise.

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Food for high-performance athletes
Facu
1 July, 2026

Strategic feeding drives performance in high-level sport

Sports nutrition is central to the preparation of high-performance athletes.

Food planning influences physical capacity, muscle recovery, training adaptation and injury prevention. Scientific evidence supports a personalized approach that integrates food, hydration and supplementation under professional criteria.

Nutritional planning strengthens each stage of training

Sports performance depends on multiple physiological variables, and food is one of the tools with the greatest intervention capacity. Current nutrition programmes include the type of discipline, the intensity of training, the competitive calendar, the body composition and the individual needs of each sportsman.

Specialized scientific organizations highlight the importance of adjusting the availability of energy and nutrients to support the physiological adaptations generated by the training. Nutritional periodization allows to synchronize the food with the different moments of physical preparation and competition.

Macronutrients support competitive capacity

Carbon hydrates represent the main source of energy during high-intensity activities. Its proper administration helps to preserve glycogen stocks and maintain performance for long-term skills.

Proteins are involved in muscle tissue repair, synthesis of new fibers and post-exercise recovery. Healthy fats complement the energy supply and perform essential functions in hormonal and inflammatory processes.

The daily distribution of these nutrients responds to specific objectives according to sports discipline and training loads.

Hydration influences physical and cognitive performance

The loss of liquids and electrolytes affects strength, resistance, concentration and motor coordination. The specialists recommend planned hydration strategies before, during and after physical activity, especially in hot environments or long-term skills.

Electrolyte and carbohydrate drinks are part of the protocols used by many professional teams to sustain performance and accelerate recovery.

Recovery begins with post-exercise feeding

The first minutes after training represent a relevant physiological window to start recovery processes.

The combination of high-quality proteins, carbohydrates and adequate fluid replacement promotes muscle reconstruction, energy replacement and preparation for the next training sessions.

This strategy also helps to reduce the accumulated fatigue during seasons with high competitive frequency.

Complementation requires scientific support and professional supervision

The growth of the sports supplement market drives greater attention to the quality, safety and clinical evidence available.

Proteins, creatine, caffeine, beta-alanine and electrolyte drinks have different levels of scientific support according to the sports objective and the discipline practiced. The choice of each supplement must respond to a professional assessment and to clearly identified individual needs.

Technology expands the possibilities of nutritional monitoring

Digital tools incorporate new capacities to monitor body composition, energy spending, hydration, sleep quality and metabolic variables.

This information strengthens the decision-making of nutritionists, sports doctors and physical preparers, who can adjust food plans more accurately throughout the season.

The integration between biometric data and personalized nutrition represents one of the main lines of evolution of sport medicine.

Sports nutrition strengthens the health ecosystem

The growth of professional sport, the expansion of recreational training and the interest in well-being drive a greater demand for sports nutrition specialists, sports medicine clinics and health services aimed at physical performance.

This scenario creates opportunities for medical institutions, sports centres, laboratories, functional food companies and organizations dedicated to the prevention and promotion of healthy habits.

Strategic feeding consolidates its position as an essential component of modern models of comprehensive health care.

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Cost-effective Retail
Facu
29 June, 2026

Retail Media: why retailers are building one of the most profitable sources of income in the next decade

The monetization of audiences, data and digital spaces is driving a new business unit within retail.

The Retail Media wins participation in large chain growth strategies and begins to generate opportunities for companies of different sizes.

The economic value of its own data gains prominence

For years, the main asset of the retailers was associated with the ability to sell products, manage inventories and develop efficient distribution channels. Today, a new source of value becomes relevant: information generated by millions of purchasing interactions.

Each search, transaction, consumer preference and behavior within digital platforms builds a volume of data with huge commercial value for brands and manufacturers.

This asset gave rise to the growth of Retail Media, a model by which retailers market advertising spaces within their own digital ecosystems, taking advantage of first-hand information about consumption habits and purchase decisions.

The evolution of e-commerce, loyalty programs and the digitization of customer contact points led to the development of this new business category on a global level.

The margins of the advertising business attract increasing investments

One of the factors that explains the accelerated growth of Retail Media is its impact on profitability.

While traditional retail activity operates with usually adjusted margins due to logistical costs, promotions, operating structure and competitive pressure, the marketing of advertising spaces has significantly higher levels of profitability.

Large international networks began to develop specific units dedicated to Retail Media with their own equipment, specialized technology and independent business strategies.

Companies such as Amazon, Walmart, Carrefour, Tesco and Target expanded their capabilities in this area, transforming their digital platforms into highly segmented advertising channels for suppliers and brands.

The trend reflects structural developments: retailers are increasingly active in the digital advertising market on the basis of their own assets.

The closeness with the purchase strengthens the commercial effectiveness

One of the most valued attributes of the brands is the proximity between the advertising exhibition and the purchase decision.

Retail Media platforms make it possible to impact the consumer at a time when the intention to buy already exists. This feature generates particularly attractive conversion metrics for manufacturers and advertisers.

The possibility of linking advertising campaigns with concrete sales results strengthens the ability to measure and optimize commercial investments.

This scenario drives a gradual reallocation of advertising budgets to retail ecosystems with the ability to demonstrate direct business results.

Technological developments also expand the possibilities of segmentation, personalization and performance analysis.

Competition moves to data and audience ecosystems

The growth of Retail Media incorporates a new competitive dimension within the sector.

The commercial strength begins to depend on additional variables to assortment, price or physical location. The ability to build relevant audiences, manage customer information and generate attractive digital environments becomes increasingly important.

Fidealization programs, mobile applications, e-commerce platforms and marketplaces become strategic assets to develop their own advertising capabilities.

This is particularly for companies with broad customer bases, high levels of recurrence and robust information capture systems.

The construction of data ecosystems becomes part of long-term strategic decisions.

Latin America accelerates its development in Retail Media

The region is undergoing an expansion phase driven by the growth of e-commerce, consumer digitization and the professionalization of commercial channels.

Brazil, Mexico, Chile and Argentina show progress in adopting Retail Media solutions in both large chains and specialized markplaces.

Technological investments aimed at improving analytical capabilities and segmentation tools begin to be a priority on the agenda of many companies.

The consolidation of own resources allows for strengthening income, improving margins and building deeper relationships with strategic suppliers.

The companies that develop these capacities generate new opportunities for monetization of assets that are already part of their daily operation.

Profitability, Recurrence and Commercial Intelligence

The expansion of Retail Media reflects a wider transformation within retail trade.

Retailers move towards models where information, audience and analytical capacity generate additional economic value.

Data management is of strategic importance. The quality of available information influences business decisions, inventory planning, customer segmentation and the generation of new sources of income.

The combination of trade, technology and advertising is one of the areas with the greatest growth potential within the sector in the coming years.

Organizations that develop a comprehensive view of their digital assets will be better positioned to capture opportunities associated with this market development.

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The Horn- The Real Argentine Food
Facu
23 June, 2026

Business behind the World Cup and cases like «Los Hornos - The Real Argentine Food»

Each World Cup mobilizes global audiences, multi-billion dollar investments and an economic network that extends far beyond the stadiums.

Football works as a catalyst for consumption, tourism, hospitality, gastronomy, content and retail trade.

The focus is often on transmission rights, official sponsors and major brands. However, a significant part of economic value is generated in companies that build experiences associated with the event. Restaurants, tourist operators, hotel chains, specialized shops and gastronomic enterprises participate in an economy driven by the massive concentration of consumers.

In this scenario, an increasingly visible phenomenon emerges: the ability of small and medium-sized enterprises to capture value from cultural identity.

The World Cup as a global consumer platform

FIFA projects audiences that exceed billions of viewers during each edition of the World Cup. This exhibition makes the tournament one of the most relevant entertainment events on the planet.

The economic consequence has multiple industries:

  • International tourism.
  • Gastronomy.
  • Hospitality.
  • Retail.
  • Audiovisual production.
  • Advertising.
  • Corporate events.
  • Electronic commerce.

Global attention creates an extraordinary demand for experiences related to the participating countries. Consumers look for products, flavors, symbols and content that strengthen the emotional connection to the tournament.

The entertainment economy increasingly incorporates cultural components that expand business opportunities.

The gastronomy has a leading role in the sports ecosystem

The major sports events drive an evolution in consumption habits. The viewer seeks complete experiences that combine entertainment, cultural identity and socialization.

The gastronomy is central to this dynamic.

During the world, theme restaurants, meeting spaces for fans and the gastronomic proposals associated with a national selection have significant increases in demand.

The phenomenon is of particular relevance to countries with a strong cultural position. Argentina has globally recognized attributes through meat, empanadas, roast, wines and social experience associated with food.

The gastronomy is thus transformed into a country-brand construction tool.

Case «The Furnaces» and the export of an Argentine experience

In this context the case of «The Furnaces - The Real Argentine Food.»

The proposal is based on a simple and powerful concept: to bring an authentic Argentine gastronomic experience to international consumers.

Cultural identity functions as a central asset of the business. The gastronomic product is complemented by a narrative linked to the customs, flavors and rituals associated with Argentine culture.

During global sports events, especially those where the Argentine team concentrates international attention, this type of business finds an opportunity for commercial expansion and strengthening of positioning.

The audience seeks to live an experience related to the leading country. The gastronomy allows this connection to be realized immediately.

Global hearings and community building

The growth of sport-related business also responds to a transformation in consumer behaviour.

Digital communities amplify the scope of gastronomic brands. Social networks, video platforms and user-generated content allow specialized enterprises to reach international audiences with much smaller investments than those required by traditional media.

The digital conversation generated around the World Cup multiplies the visibility of differentiated proposals.

The businesses that articulate face-to-face experience, digital content and a clear identity can capture part of that attention.

The capacity to generate community acquires a strategic value comparable to that of physical location or advertising investment.

New sources of profitability within entertainment

The global economic ecosystem shows a consistent trend: diversification of income sources.

The cost-effectiveness is distributed among multiple actors involved in consumer experience.

For gastronomic and entertainment companies, some relevant opportunities include:

  • Thematic events during the games.
  • Partnerships with marks.
  • Premium experiences.
  • Production of own content.
  • Sale of trading.
  • Fidealization programs.
  • Activations linked to fanatic communities.

The convergence between entertainment, gastronomy and brand experience expands the economic potential of these models.

What signs should be observed by industry entrepreneurs

The evolution of the entertainment business shows a clear trend: the audiences seek integral experiences with strong emotional and cultural component.

Global sports events will continue to function as consumption and positioning accelerators.

Companies that manage to associate identity, community and experience have a greater chance of capturing value in this scenario.

The case of The Furnaces It illustrates how a business can take advantage of the international visibility of Argentine culture to build commercial relevance in competitive markets.

The ability to transform a cultural identity into a consistent economic proposal appears as one of the most relevant strategic variables for the coming years.

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18 June, 2026

World of creators: how influential communities are transforming the global care business

The Tim Payne case presents a new dynamic in the media and entertainment industry: digital communities have the capacity to create relevance, alter audience metrics and generate commercial value on a global scale.

The World Cup always worked as one of the world's largest care distribution platforms. The 2026 edition incorporates an additional variable: the power of digital communities organized around influencers. The phenomenon already affects audiences, sponsorship, monetization and positioning of sports brands.

The case of New Zealand football player Tim Payne became one of the most illustrative examples of this transformation. Before the tournament, the defender had less than 5,000 followers in Instagram. After a campaign led by Argentine creator Valen Scarsini, known as «The Scarso», Payne accumulated millions of followers in a few days and became one of the World Cup's viral stories. Several international media reported the exponential leap of their digital audience and the commercial interest generated around their figure.

Global care is organized around communities

Social platforms consolidated a new media distribution model. The algorithms amplify content with high participation and communities function as range accelerators.

The Tim Payne phenomenon shows a relevant dynamic: a coordinated digital community can install a global narrative without relying on traditional media structures. The player went from being a low-visibility participant to becoming one of the most commented names of the tournament thanks to the collective mobilization of followers.

For the media and entertainment industry, this evolution changes the logic of audience generation. The strategic asset already includes the ability to activate communities with a high level of participation.

The fandom economy takes up a commercial scale

Digital communities generate specific economic externalities. A massive increase of followers impacts on visibility, trade agreements, sponsorship opportunities and personal brand value.

Recent reports point out that the growth in Payne's popularity aroused sports and commercial interest in clubs in different markets. Digital visibility begins to influence decisions linked to the sports business.

This scenario expands monetization sources for leagues, clubs, platforms and creators. The hearings are actively involved in the construction of value and change the traditional cycle of content production and consumption.

Influencers compete for the construction of the tournament account

Research on high-intensity sports events shows that journalists, media and influences participate in a hybrid ecosystem of public conversation generation. The information authority is living with new actors capable of mobilizing mass audiences.

During the World Cup, digital creators have relevant advantages:

  • Publication speed.
  • Emotional cercania with the audiences.
  • Native formats for TikTok, Instagram and YouTube.
  • High capacity for viralization.

The result is a structural change in the sports market. The control of care is distributed among multiple actors with different capacities.

Regulation begins to accompany the growth of the creating ecosystem

The economic growth of the sector also drives new regulatory frameworks. The United States confirmed specific migration requirements for international influences that produce monetized content during the 2026 World Cup. The authorities consider certain digital activities to be regulated work.

This decision reflects the growing institutionalization of the creative economy. The digital content associated with major sports events is consolidated as an industry with direct economic impact.

For media companies, agencies, platforms and global brands, regulatory compliance is of strategic importance in the planning of international campaigns.

Community-based monetization strategies gain prominence

The Tim Payne case provides a business lesson with broad implications: active communities can create large-scale relevance with reduced marginal costs. The competitive differential arises from the ability to generate belonging, identity and collective participation.

Sector organizations face new strategic questions:

  • Which communities have a real capacity for mobilization?
  • How is the economic value of engagement measured?
  • What monetization models offer greater predictability?
  • How to integrate creators into long-term media strategies?

The answer to these questions will influence advertising revenue, audience acquisition and brand construction over the next decade.

The 2026 World Cup confirms that the global entertainment business is moving towards community-driven ecosystems. The attention becomes a distributed asset and the activation capacity acquires an increasing strategic value.

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