Nicolás Álvarez Schiano of Tecate: “We need to bet on human truth to find real consumer insights”

During the celebration of Latino US Day at Cannes Lions 2026, Nicolás Álvarez Schiano, Senior Brand Manager for Tecate, shared his insights on the evolving landscape of marketing and technology. Marking his first year attending the prestigious festival, Álvarez Schiano participated as a speaker in the Numatec Session, titled The New Cultural Playbook: Where Creativity, AI & Entertainment Collide. Reflecting on his invitation to the stage, he expressed being “extremely excited to be part of this panel where we are going to be discussing about creativity, entertainment, and AI.”

Throughout the session, Álvarez Schiano emphasized that modern brands must establish a definitive identity rather than simply inserting themselves into existing media spaces. He noted that the true challenge for contemporary marketers lies in defining “how to anchor creativity in this clear point of view so we can actually entertain and move from interrupting culture to participating in culture to nurturing culture, nurturing and starting conversations.” By cultivating an authentic corporate perspective, brands can evolve from unwelcome disruptions into active caretakers of cultural dialogue.

Addressing the rapidly growing influence of artificial intelligence in advertising, the Tecate executive advocated for a balanced approach that keeps human intuition at the center of production. While acknowledging that “AI will probably help us to reduce some costs, increase speed, when we use it as a tool,” he cautioned against relying too heavily on automated systems for creative strategy. “At the end, we need to bet on human truth to find real consumer insights that actually connect with people,” he asserted, noting that this emotional resonance is ultimately “what will make the brands to create content and entertainment that actually people care about and want to see.”

Concluding his remarks, Álvarez Schiano celebrated the powerful presence of Latin American talent at Cannes Lions 2026, observing Venezuelan, Mexican, and Colombian flags frequently taking the stage during the award ceremonies. He championed the necessity of dedicated forums like Latino US Day within the broader festival landscape, noting that “the representation of Latinos in the creative industry… is massive.” For the brand manager, these platforms provide crucial solidarity and scale for industry professionals, adding that “it’s extremely nice to feel close to and to know that we are part of a bigger community than ourselves.”