00:08Hola, ¿qué tal? Bienvenidos a Millenio Tech. No se despeguen porque esta semana tenemos una
00:13entrevista con el CMO global de Qualcomm, Snapdragon, Dragon Wind, los cambios en la
00:19inteligencia artificial en todo lo que ha logrado Qualcomm en todos estos años. Una entrevista
00:25exclusiva con el CMO que, créanme, tienen que ver si quieren enterarse de lo que es hoy y de lo
00:29que viene en términos de inteligencia artificial y marketing. Pero tenemos poco tiempo, les
00:34queremos enseñar algo. Ya está aquí, ya llegó. Esto es la nueva MacBook Neo de Apple que nos acaba
00:44de llegar recién salidita de la caja, literal. Aquí está MacBook Neo. Y es que esta MacBook Neo se está
00:52convirtiendo en una computadora polémica, pero creo que va a llamar mucho la atención. ¿Por qué?
00:57Porque es la computadora, la MacBook más barata que ha lanzado Apple. Aquí me cuesta
01:0312 mil pesos, así como lo escucha nueva. Y aunque muchos han criticado parte de lo que tienen
01:08procesador en RAM, la realidad es que es una computadora muy completa. Al menos eso dicen
01:15las reseñas. Acaba de llegar y nosotros la vamos a probar. Pero lo que hemos visto es que aguanta sin
01:18problemas Photoshop, Final Cut. Y ojo, nos la mataron en gris, pero el color verde-limón,
01:25cítrico, está increíble. Es una computadora para estudiantes de secundaria, prepa, universidad,
01:31maestría, para cualquiera que quiera una computadora ligera, muy bien construida, funcional.
01:37MacBook Neo. Créanme, les va a encantar y vamos a hacer una reseña completa aquí en
01:43Videotech, pero no queríamos dejar de mostrárselas. Y casualmente también llegó otra cosa.
01:48El nuevo iPhone 17e. Sí, el E de este año. Ni lo hemos abierto, así que ni se despeguen
01:56porque nos vamos a encargar de mostrarles pronto. Uy, está muy lindo, color blanco, iPhone 17e.
02:04La próxima semana, reseña completa de estos nuevos productos de Apple. Pero estuvimos con
02:12el CMO global de Qualcomm y la verdad es que después de Barcelona, en donde con Honor y otras
02:17marcas vimos lo último del mundo de la inteligencia artificial, de los teléfonos celulares, platicamos
02:22también de lo que significa tener chips Snapdragon dentro de los dispositivos de Honor, por
02:27ejemplo. Y nos cuenta el CMO cómo ha cambiado todo el panorama de la tecnología de la inteligencia
02:33artificial al marketing, a cualquier industria y, por supuesto, a nosotros mismos como consumidores.
02:39Una entrevista exclusiva aquí, en Milenio Tech.
02:46Bueno, y vaya entrevistas que tenemos. El CMO de Qualcomm, donde vamos a hablar de todo,
02:52inteligencia artificial de marketing, en fin, todo ha cambiado con Snapdragon, con Dragon
02:57Win. Thank you very much, John.
02:59I was told how all the business are changing with the artificial intelligence, but Qualcomm,
03:04I think, has been in the road of every change for the last, I don't know, 20, 30 years
03:09because it has changed the way that the business has evolved.
03:14But last year we talked about Dragon Win. A lot of people knows about Snapdragon, but now there's
03:21Dragon Win. What is Dragon Win for Qualcomm and how this is impacting all the industries around
03:26the world, I think. Thank you very much.
03:28Yeah, as you said, we've been diversifying and growing over the years, and so we've introduced
03:32new product lines that kind of span different product categories. And the Snapdragon portfolio
03:37is very, very much about where the humans live. Snapdragon is sort of around you, as we call it
03:44the ecosystem of you. And that's where Snapdragon lives. And so the products that Snapdragon powers
03:48and makes magic happen every day in your smartphone, in your car, in your computer, in your earbuds,
03:54in your watches, and things like that, that's where the Snapdragon brand lives. But we have
03:57this whole portfolio of products that go into industrial and enterprise settings. And we have
04:03people who are looking to make choices and make decisions on how they're going to improve
04:07technology for their businesses. And that's where the Dragon Win portfolio lives. And they're
04:13two different brands, two different product brands. They represent different types of products.
04:17For example, Dragon Win chips go into things like industrial cameras and drones and robots,
04:24and things that have more enterprise or industrial applications to them. And we thought it was time,
04:30since that portfolio had grown so much, that it was time to give that portfolio an identity. And that's
04:37where Dragon Win was born. And it's been super well received by our customers. They better understand
04:42our roadmaps and our tiering structures and how to choose different chips and different solutions. So
04:48it's really been beneficial to the business as well as bringing sort of a light and shining a light on
04:53these products that are so important to us, especially as we move into the advent of AI. And so the
04:59Dragon Win portfolio is a very important extension of that. And then coming soon will be a third product brand.
05:06Oh, that's a good one.
05:08And we're, so we're kind of becoming a little house of brands.
05:10Now artificial intelligence, it's in everything. But I think that most of the companies or the people who
05:16want to use the artificial intelligence, they don't know how or why they need the artificial intelligence. They just want
05:22the AI brand. And the storytelling is changing. Now, for example, the marketing is changing.
05:27The search are changing. Now, when you go to search something, you go for maybe any agent or any chat
05:35with AI.
05:36Sure. How this is changing. I know that you're doing a lot of experiments. But what to say to all
05:41the companies that this era of artificial intelligence is going to change the way we search in the Internet.
05:47We sell in the Internet. Now we have chats that are selling advertising in our AI responses. How this is
05:53going to impact everything?
05:55Agents selling to agents. Yeah. Agents selling agents.
05:58Yeah. So it is very interesting. There's been a lot going on. AI has been around for years, as you
06:03know, but it's been sort of running in the background until generative AI has sort of thrusted it to the
06:08foreground.
06:09Yeah. And since that time, you know, with the advent of ChatGBT and perplexity and Claude and Grok and all
06:17these agents, now the way people interact with their digital lives and their digital worlds and technology in general has
06:22changed and shifted.
06:23From a marketing perspective, it's one of the areas, I think, if you look across a business, that AI has
06:29influenced the fastest. And one of the reasons why is because it's changing the way we have to sell, to
06:35your point.
06:35Search has shifted away from typing something into a search bar and then waiting for a paid search page or
06:43an earned search page to come up and kind of give you that information.
06:46When you're chatting with an agent, when you put, you know, a prompt, whether it's through voice or through text
06:51into an agent, that agent is going out and scraping the web across different sources and providing you with a
06:59more of a holistic viewpoint of the information that you're seeking.
07:02And it may be either, and it's most of the time not controlled by the brand, right, that you're trying
07:09to find out more information about.
07:10So from a marketing perspective, how do we control the uncontrollable in the future, right?
07:16It's going to be the, it's the big question.
07:17When most of the information is coming from different sources, Reddit or Twitch or third party sort of information.
07:24And that sources for other people are doing, I mean, it's not a company.
07:27It's the people.
07:28It's the people.
07:29So it changes the way as a marketer, it changes the way you have to think about how you put
07:32yourself out in the world, right?
07:34Versus just having all the information enclosed on your website and then paying for a search term to then pop
07:40up and then controlling that journey.
07:42You have to think about how you put information out into the world with third parties, right?
07:47How, how you, your publishing strategy has to change, right?
07:50Not only do you self publish, but you have to get people to publish on your behalf.
07:54And then you have to really, really focus on consistency.
07:57Because if you're not consistent, what the information that people are going to get back from these agents is going
08:02to be inconsistent.
08:03And then it's going to leave people wondering, well, should I engage with your brand or should I not get
08:07engaged with your brand?
08:08I'm confused.
08:09So consistency is going to be really important.
08:11So that's going to be a whole new world of search and how we sell and how we get information
08:16to people and how people discover us as brands is changing.
08:20And we have to now figure out how to interop with a new world so that we can still make
08:25sure we can achieve our goals.
08:27And that we are looking more for a resonance than an awareness, right?
08:30Absolutely.
08:30Yeah.
08:31So we have to go awareness, relevance, you know, and then, and then resonance and then action, right?
08:36Because at the end of the day, we all want action, right?
08:38So, so it's, it's changing the way we do that.
08:41Well, just a little bit to finish.
08:42It has been in the B2B market, in the B2C.
08:46Now we're talking about B2H.
08:48And it's kind of strange because a lot of people say, what is that?
08:51Why we're centering in human and I love the engineering human progress.
08:55How did you know that in this age of the artificial interiors or robotics of, uh, Dragonwing, right, can maintain
09:04the human in the center?
09:05Well, at the end of the day, we're all marketing to people, at least for now.
09:09Um, and so, uh, at least for now.
09:12Um, so I think, you know, if you remember that there's a human on the other side of your message.
09:16Yeah.
09:17Um, whether that human is buying in the context of a business, uh, or making a decision in the context
09:22of their own personal life, um, they're still human.
09:25So, so the messaging is equally as important.
09:28The storytelling is equally as important.
09:29The context that you provide them is important.
09:31Um, and so I really have never liked this context of B2B versus B2C.
09:36Um, and that's why, sort of, I say B2H because there's a human on the other end.
09:40Yeah.
09:41No matter what it is.
09:42Now, again, the context changes, right?
09:44You have to put it in perspective of how they're thinking about their purchase.
09:47Um, and, and so, and so that's where the, really the magic of storytelling is, is so important.
09:53What we can expect about Snapdragon, of Qualcomm, because I love this.
09:56These little guys here are the engine and the brain of, I think, every electron that we use.
10:04Of everything.
10:04Of everything.
10:05So what can expect about Qualcomm this year of Snapdragon?
10:08And I love talking about storytelling because a lot of brands talk about how they do the things,
10:13what you can do with that things, but never tells what really impact in the life of every people that
10:19we use that technology.
10:21Well, Snapdragon, we're obviously introducing new, uh, chips all the time.
10:26Um, and new solutions all the time.
10:28Uh, we just introduced a whole new compute, you know, platform at CES earlier this year.
10:32Yeah.
10:32Which is exciting.
10:34Um, uh, but I think our challenge is also our opportunity because we, you know, you can't walk into a
10:40store and buy a Snapdragon.
10:42Yeah.
10:42Right.
10:43So we have to tell this story about what's on the inside matters.
10:46And, and so how we do that is we connect with people's passions because what people are passionate about, um,
10:51is important to them.
10:52Whether it's sports or music or art, right?
10:55Um, or their family or doing better at work or wherever that might be.
10:59Um, we connect with them at that level.
11:01Mm-hmm.
11:01And, and, and then we can tell our story in the, in the context of that passion.
11:06And once we do that, then we can, uh, actually make sure that, um, that, that they then understand what
11:15we do.
11:15Wow.
11:16Thank you very much, really, for your time.
11:18Sure.
11:18I think that we had a lot to talk about all these new technologies and how we're going to use
11:22those technologies.
11:23Well, thank you very much for being here in Mexico.
11:26Well, thanks for having me.
11:39Thank you very much for everything.
11:40Thank you.
11:41Thank you.
11:41And from here, from here, this millennial tech.
11:43But we'll see you next week with more of all this.
11:46With more of the world of Geeks.
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