In March the HBS Latin America Research Center, in partnership with Centrum PUCP, hosted a dynamic and intellectually engaging event in Lima, Peru. The session featured Harvard Business School Professors
Eva Ascarza
and
Ayelet Israeli, who presented their cutting-edge research on Personalization and Artificial Intelligence in Marketing. Drawing from real-world case studies and data-driven insights, the professors explored how AI is transforming marketing strategies—enabling firms to deliver more tailored customer experiences, optimize campaign performance, and drive long-term business value. The event brought together over 50 participants, including prominent business leaders, academics, and marketing professionals. Following the presentation, a lively Q&A session allowed attendees to dive deeper into the implications of personalization technologies, ethical considerations, and practical applications across Latin American markets.