This webinar is part of the Digit@l Tuesdays series by IAPMEI, an initiative focused on digital transformation for SMEs. The session explores how artificial intelligence is reshaping consumer behaviour, introducing the concept of the “emotional AI consumer”: a hyper-connected and highly demanding user who expects instant personalisation but still values authenticity and human connection in brand interactions.

The webinar will analyse new market dynamics and provide practical insights for SMEs on how to adapt their digital strategies to attract, engage, and retain this new type of consumer in an increasingly AI-driven environment.