Episode 005

How is AI transforming the future of Marketing?

A conversation with Daniel Sá, Director of IPAM Porto and author of “Marketing Desportivo, Mais do que um jogo”

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What does it actually mean to lead with values in a world shaped by AI, constant change, and growing uncertainty?

In this episode of Values Beyond Time, I sit down with Professor Daniel Sá, Director of IPAM Porto, to explore how timeless human values like authenticity, integrity, and emotional connection remain essential in the future of marketing, education, and business.

From his journey of over 25 years in marketing to leading one of Portugal’s most respected business schools, Daniel shares a grounded yet forward-looking perspective on what it takes to stay relevant in an AI-driven world. We dive into the evolving role of educators, why critical thinking matters more than ever, and how embracing uncertainty is part of building meaningful careers.

We also explore the powerful emotional dimension of sports marketing, where loyalty goes beyond logic, and what brands can learn from the deep connections fans have with their teams and heroes.

If you are navigating change, building a career in marketing, or trying to balance technology with human values, this conversation is a practical and thought-provoking guide for the future.

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Authenticity, integrity. They are not superficial issues. These are the most important things today… more than ever, I think marketeers and people who have responsibilities managing brands need to address the authenticity theme, because if not, it’s not going to work. This is not a kind of a fashion thing. This is a structural issue for our lives, for our brands and for people.

Daniel Sá

Director of IPAM Porto and author of “Marketing Desportivo, Mais do que um jogo”

In this episode, we explore

Why authenticity is becoming the most valuable asset in marketing.

How AI is reshaping education and what humans must do to stay relevant.

The role of emotional connection in building powerful brands.

Why thinking critically is the most important skill for the future.

How sports marketing reveals what true loyalty really looks like.

Why future professionals must learn to think in 2030.

Key takeaways

AI will do the technical work faster and cheaper, yet humans still have to think. Daniel is blunt about it: posting on social media, the routine tasks, machines will handle those better than people. What AI can’t replace is critical judgment, so that’s what students need to practice.

A teacher’s job is shifting from knowing everything to curating what matters. Daniel doesn’t dress this up. He says outright that he and other teachers are no longer “the guardian of knowledge” and have to use technology to help students learn, not compete with it.

Portugal makes great products and undersells them. Shoes, wine, cork, food, even technology, Daniel says the country produces well but hasn’t built a culture of branding around any of it. He calls it the biggest failure he sees in the market.

Sports fans will cry for their club. They won’t cry for Zara or Tesla. That’s the gap Daniel points to when explaining why emotional connection, not product quality, is what makes sports marketing different from everything else.

He’d tell his younger self to risk more, not less. Looking back, Daniel says the worst outcome is just failure, and failure is something he’s used to from playing volleyball. He wants to build more room for teaching failure into IPAM’s programs, not just success stories.

About the guest

Daniel Sá

Director of IPAM Porto and author of “Marketing Desportivo, Mais do que um jogo”

linkedin.com/in/Daniel Sá

Buy "Marketing Desportivo, Mais do que um jogo"

Values Beyond Time is a podcast from Portugal to the world, exploring Personal Development, Marketing, and Entrepreneurship through the lens of values that last. All episodes →

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