Diana Lozada of Heineken Mexico: “AI Gives Us Better Insights to Build Better Creativity”

At Cannes Lions 2026, Latino US Day became a vibrant hub for discussing the future of multicultural marketing. Among the key voices was Diana Lozada, Regional Brands & New Categories Director at HEINEKEN Mexico, who participated in the Numatec session, The New Cultural Playbook: Where Creativity, AI & Entertainment Collide. Lozada highlighted how these three forces are rapidly transforming the industry, noting that the panel explored “how AI, creativity, and entertainment are, like, colluding together to define the landscape where our brands need to grow.”

While the industry frequently debates the integration of artificial intelligence, Lozada views it as a foundational tool rather than a replacement for human intuition. For HEINEKEN Mexico, AI serves as an invaluable asset for understanding the consumer mindset before any creative work even begins. Lozada explained that “AI is like super important to help us to define and to know our consumers, to be like more present with them, to learn from them, to have better insights to develop better creativity.” However, finding the right equilibrium among these distinct pillars remains the ultimate test for modern marketers. Lozada pointed out that the real challenge lies in “how to define what is the weight of each one” and understanding the specific role each plays in brand building. While AI provides the data and creativity makes the message meaningful to consumers, entertainment acts as the vital vehicle for scaling that message to the masses. In her view, “entertainment will be like the route to help us to have that reach.”

Reflecting on the significance of Latino US Day at a prestigious global festival like Cannes, Lozada expressed immense pride in the community’s expanding footprint and creative accolades. She celebrated the visible shift in industry dynamics, noting, “there’s a Latino power outside.” Concluding her thoughts on the festival’s unique atmosphere, she added that “the creativity that we have is something that we need to show to the world,” proving that Hispanic and Latino insights are increasingly driving global marketing playbooks.