T2O media España - Time 2 Optimize -

06/08/2026

The general feeling in almost every meeting about lately is pretty similar...𝗘𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝘄𝗮𝗻𝘁𝘀 𝘁𝗼 𝘁𝗲𝘀𝘁 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴, 𝗯𝘂𝘁 𝘁𝗵𝗲𝗿𝗲’𝘀 𝗮 𝗯𝗶𝘁 𝗼𝗳 𝗽𝗮𝗿𝗮𝗹𝘆𝘀𝗶𝘀 𝘄𝗵𝗲𝗻 𝗶𝘁 𝗰𝗼𝗺𝗲𝘀 𝘁𝗼 𝗺𝗮𝗸𝗶𝗻𝗴 𝗮𝗰𝘁𝘂𝗮𝗹 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀 because the rules change every two weeks.

Building a 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 feels impossible when the technology moves this fast and in agency life, we see this every single day.

This is exactly what Esther Checa spoke about on Skiller Academy with Juan Antonio Muñoz-Gallego and Jorge Branger Moraga: how to manage uncertainty without 𝗳𝗿𝗲𝗲𝘇𝗶𝗻𝗴 𝘂𝗽, and what being truly agile actually looks like when operating at scale.

You can watch the full conversation here: https://www.youtube.com/watch?v=1W1KNM6Mk34

21/07/2026

𝗪𝗵𝗮𝘁 𝗶𝗳 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝗮𝗻𝘀𝘄𝗲𝗿𝘀 𝗳𝗿𝗼𝗺 𝘆𝗼𝘂𝗿 𝗱𝗮𝘁𝗮 𝘄𝗲𝗿𝗲 𝗮𝘀 𝘀𝗶𝗺𝗽𝗹𝗲 𝗮𝘀 𝗮𝘀𝗸𝗶𝗻𝗴 𝗮 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻?

Conversational Analytics is changing the way we interact with business data.

Instead of relying solely on dashboards or technical teams, natural language is opening the door to a more direct and accessible way of finding the information we need to make decisions.

In the latest episode of ONE, Esther Checa talks to Almudena Barreiro Carrillo, Data Scientist at NEXT DIGITAL about what happens when we start talking to our data, the risks behind AI-generated answers and why traceability and human oversight remain essential.

Because the future of Business Intelligence may not be about having more data, 𝗯𝘂𝘁 𝗮𝗯𝗼𝘂𝘁 𝗺𝗮𝗸𝗶𝗻𝗴 𝗶𝘁 𝗲𝗮𝘀𝗶𝗲𝗿 𝗳𝗼𝗿 𝗺𝗼𝗿𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗼 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗮𝗻𝗱 𝘂𝘀𝗲 𝗶𝘁.

🎧 Listen to the full episode

https://open.spotify.com/episode/5q4NQcgR7Xl7xfaFAxCsOt?si=01dbdca6d8d14056

20/07/2026

La IA está cambiando nuestra forma de trabajar. Eso ya lo sabemos. 🤖 Pero hay una pregunta mucho más interesante: ¿qué ocurre cuando empezamos a dejar cada vez más decisiones en sus manos?

Esther Checa, Global Head of Innovation en t2ó ONE, ha estado en hablando sobre el papel de la IA en las empresas, la llegada de los agentes de IA y una idea que no deberíamos perder de vista: automatizar tareas no significa dejar de asumir responsabilidades.

A medida que la tecnología gana protagonismo, necesitamos tener aún más claro quién toma las decisiones, quién supervisa los procesos y cuándo sigue siendo imprescindible el criterio de las personas.

Porque quizá la cuestión no sea hasta dónde puede llegar la IA, sino hasta dónde queremos que llegue.

20/07/2026

Esther Checa, Global Head of Innovation, joined RTVE to discuss what it really means to integrate AI responsibly into organisations and why the conversation needs to go 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗶𝘁𝘀𝗲𝗹𝗳.

One of the key questions is how companies define success. If teams are measured exclusively by financial performance, considerations such as ethics can easily become secondary. Integrating AI responsibly therefore also means 𝗿𝗲𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗶𝗻𝗰𝗲𝗻𝘁𝗶𝘃𝗲𝘀, 𝗞𝗣𝗜𝘀 𝗮𝗻𝗱 𝗴𝗼𝘃𝗲𝗿𝗻𝗮𝗻𝗰𝗲, while creating multidisciplinary structures capable of 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆𝗶𝗻𝗴 𝘄𝗵𝗲𝗻 𝗮 𝗽𝗿𝗼𝗷𝗲𝗰𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗿𝗲𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗲𝗱 𝗼𝗿 𝗲𝘃𝗲𝗻 𝘀𝘁𝗼𝗽𝗽𝗲𝗱 because of bias, exclusion or potential negative impact.

The same applies to 𝘁𝗵𝗲 𝗿𝗶𝘀𝗲 𝗼𝗳 𝗔𝗜 𝗮𝗴𝗲𝗻𝘁𝘀. As the idea of the “agentic employee” gains traction, Esther highlights an important distinction: these systems are still automated processes that should remain under human supervision. 𝗚𝗶𝘃𝗶𝗻𝗴 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗶𝗻𝗴𝗹𝘆 𝗵𝘂𝗺𝗮𝗻 𝗿𝗼𝗹𝗲𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗻𝗼𝘁 𝗺𝗲𝗮𝗻 𝘁𝗿𝗮𝗻𝘀𝗳𝗲𝗿𝗿𝗶𝗻𝗴 𝗼𝘂𝗿 𝗿𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗼 𝗶𝘁.

And perhaps that is one of the most important challenges ahead. As AI becomes embedded in more processes and professions, the question is not only what we can delegate to machines, but 𝘄𝗵𝗮𝘁 𝘄𝗲 𝘀𝗵𝗼𝘂𝗹𝗱 𝗱𝗲𝗹𝗲𝗴𝗮𝘁𝗲 𝗮𝗻𝗱 𝘄𝗵𝗲𝗿𝗲 𝗵𝘂𝗺𝗮𝗻 𝗷𝘂𝗱𝗴𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗺𝘂𝘀𝘁 𝗿𝗲𝗺𝗮𝗶𝗻.

▶️ Watch Esther’s interview here.

16/07/2026

What if the real impact of AI on work isn’t about 𝗿𝗲𝗽𝗹𝗮𝗰𝗶𝗻𝗴 𝘁𝗮𝗹𝗲𝗻𝘁, 𝗯𝘂𝘁 𝗿𝗲𝗱𝗲𝗳𝗶𝗻𝗶𝗻𝗴 𝗶𝘁? We spend a lot of time asking which jobs AI will take. Perhaps we should be asking 𝘄𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝘁𝗼 𝗮 𝗷𝗼𝗯 𝘄𝗵𝗲𝗻 𝗽𝗮𝗿𝘁 𝗼𝗳 𝗶𝘁 𝗰𝗮𝗻 𝗯𝗲 𝗱𝗼𝗻𝗲 𝗯𝘆 𝗔𝗜.

That distinction matters.

A strategist who can delegate hours of research to AI 𝗱𝗼𝗲𝘀𝗻’𝘁 𝘀𝘁𝗼𝗽 𝗯𝗲𝗶𝗻𝗴 𝗮 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝘀𝘁. A creative who can generate dozens of starting points in seconds 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗯𝗲𝗰𝗼𝗺𝗲 𝗹𝗲𝘀𝘀 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲. But what we expect from both of them changes... The value moves from simply producing to knowing what to ask, what to challenge and what is actually worth pursuing.

"𝘈𝘐 𝘥𝘰𝘦𝘴𝘯’𝘵 𝘳𝘦𝘱𝘭𝘢𝘤𝘦 𝘵𝘢𝘭𝘦𝘯𝘵; 𝘪𝘵 𝘳𝘦𝘥𝘦𝘧𝘪𝘯𝘦𝘴 𝘩𝘰𝘸 𝘸𝘦 𝘸𝘰𝘳𝘬" That is the idea at the heart of the latest article by Javier Fernández Saavedra, Global General Manager at t2ó ONE, published in Diario ABC. A reflection on how AI is changing what we do and the value we bring to our work.

And on , perhaps that’s a conversation worth having.

Read the full article here:

En el contexto del Día Internacional de la IA, Javier F. Saavedra, Global General Manager de t2ó ONE, defiende la idea de que esta tecnología no desplaza a la inteligencia humana; la pone a prueba.

14/07/2026

Travel is no longer just about choosing a destination. It's about finding experiences that truly match what each traveler is looking for.

This is one of the biggest shifts shaping the industry today: moving beyond one-size-fits-all offerings to create more relevant, personalized experiences.

In this MarketingDirecto.com special, Alfonso del Barrio, Managing Director at t2ó Spain, shares his perspective on how this transformation is reshaping hotels, airlines, and travel brands, alongside other leading voices from the industry.

Where is the travel industry heading over the next few years? This special explores some of the key trends already shaping its future. Don't miss it. 👇

Exploramos el sector travel con Minor Hotels, Meliá, Grupo Hotusa, B&B Hotels, Soho Boutique Hotels, Air Europa, Hyatt Hotels, Ilunion Hotels y t2ó.

03/07/2026

Strategic alliances are the cornerstone of true industry progress. The Asociación de Marketing de España - AMKT awards at WAH Show served as an excellent backdrop to highlight the strength of our ecosystem. As strategic partners, t2ó ONE ONE remains fully committed to fostering excellence within the marketing community.

This shared commitment was clearly reflected as our Global General Manager, Javier Fernández Saavedra, served on this year's expert jury and joined forces on stage with our partners at Adobe to present the Customer Experience award.

Thank you to Asociación de Marketing de España - AMKT for trusting us with this and for a remarkable evening🤝

30/06/2026

What happens when search engines stop showing links and start delivering answers? 🤖
Artificial Intelligence is transforming the way we search for information. And with it, the way brands need to build their visibility.
In the latest episode of Digital Talks by t2ó ONE, Esther Checa speaks with Jorge Pisabarro, DCX Director at t2ó, about how SEO is evolving into GEO (Generative Engine Optimization) and what this shift means for businesses.
In this conversation, we explore:
➡️ How AI is changing user search behavior.
➡️ Why the challenge is no longer just ranking a website, but building a trusted brand.
➡️ How the concept of authority is evolving in the age of large language models.
➡️ How content strategies need to adapt to AI-powered search.
➡️ How to measure visibility when clicks are no longer the primary success metric.
SEO isn't disappearing.
It's evolving into a new landscape where authority, reputation and trust will matter more than ever.
🎧 Listen to the full episode here: https://open.spotify.com/episode/7wSWyMY9hRVR6LqTatay2O?si=ofSsMGL0SwC3OtZIYxKtzA&nd=1&dlsi=9264f0369d73415f