In today’s interconnected society, communication has become a strategic pillar, especially within business strategies. It is no longer just a tool for informing—it plays a vital role in inspiring, leading, and building trust in a digital world increasingly shaped by Artificial Intelligence.
To address this topic and highlight the value of corporate communication, the expert panel “Tech & Talk: Corporate Communication in the Digital and AI Era” was held within the framework of the Salamanca Tech Summit. María Concepción Martín, Head of Communication at ARSOFT, participated in the session.
The expert panel, moderated by journalist Félix Rivas, featured professionals such as Alberto Cabrero Hernández (AXPE Consulting), José Ángel Sanz (TEBRIO), and Natalia Barrado Pereira (Grupo UNDANET).
The opening keynote was delivered by Elia Guardiola, a specialist in emotional marketing, strategic storytelling, and experiential communication. Guardiola spoke about how well-structured, authentic, and emotional narratives can make a real difference in corporate environments.
Because storytelling is not just about telling stories—it’s about connecting with people through truth and values. This is essential for teams to trust their leaders and for clients to truly understand the essence of a brand beyond its products or services.
At ARSOFT, communication is part of innovation
In her intervention, María Concepción Martín underlined the crucial role of communication in general—and particularly in emerging sectors such as Extended Reality, which remains unknown to many.
At ARSOFT, communication is part of the company’s DNA. We firmly believe that building a strong, meaningful narrative is more important than ever to give purpose to what we do and communicate it to society. This approach allows us to generate real impact in demanding sectors such as industry and healthcare.
ARSOFT would like to thank Salamanca Tech for the opportunity to participate in the Salamanca Tech Summit, an event that has established itself as one of the main meeting points for Spain’s innovation ecosystem, bringing together professionals and experts from across the technology and digital sectors.
