During the Dailymotion Session: CTV and the Future of Premium Video Experiences at Latino US Day, Rafael López de Azua, Global Director of Media Effectiveness & Operations at Coty, discussed how artificial intelligence, data, and cultural insights are reshaping the way brands engage consumers.
López de Azua said today’s media landscape has become increasingly fragmented, making audiences harder to reach. However, he believes the growing availability of data—combined with AI—offers brands new opportunities to connect more effectively.
“Consumers are becoming harder to reach every day,” he said. “But with the additional data available across different platforms, we can reach them in a smarter way, especially when we add AI.”
According to Lopez Dasua, Coty is undergoing the same transformation as many global advertisers, adapting to rapid technological change while keeping consumers at the center of every decision.
“The media landscape and technology are moving very, very fast,” he said. “What we’re trying to do is look at everything from the consumer’s perspective—being truly consumer-centric, understanding the consumer journey, and reaching people at every touchpoint.”
Coty, one of the world’s largest beauty companies, markets brands including CoverGirl, Rimmel, Max Factor, Burberry, Hugo Boss, and Calvin Klein across 180 markets worldwide.
Beyond technology, López de Azua emphasized the importance of cultural understanding in building stronger relationships with audiences. A proud Puerto Rican, he said Cannes provides a valuable platform to discuss the diversity and shared experiences of Latino consumers around the world.
“I’m a very proud Puerto Rican,” he said. “With today’s technology, we can reach consumers in much more meaningful ways by truly understanding the cultural context.”
He added that conversations about Latino audiences should extend beyond celebrity influence and focus on the everyday consumers who shape global markets.
“It’s powerful to come to the global stage at Cannes and talk about U.S. Latino consumers and Latino consumers across their own countries—how different and how similar they are,” he said. “At a time when Latinos are everywhere—especially with figures like Bad Bunny—it’s important that we don’t only talk about celebrities, but also about the everyday people who buy products around the world.”
