MARCCA 2026: FeedGuru on AI and judgment in Barranquilla

MARCCA 2026, the shopping center marketing conference organized by Acecolombia, took place in Barranquilla on October 1 and 2, 2026. FeedGuru took part as Creative AI Partner, produced the invitation piece and its founder, Jonathan Frojmowicz, gave the talk “Technique and imagination: new possibilities for ideas”.

The talk started from a concrete question for the industry: not whether to use AI, but how to use it without losing brand, quality or trust.

What MARCCA, Colombia's shopping center marketing conference, is

MARCCA is the annual marketing conference of the Colombian Shopping Centers Association, Acecolombia. It brings together general managers and marketing directors of shopping centers from across the country to discuss the trends, cases and tools that are changing the industry.

The 2026 edition was held at the Hotel Dann Carlton in Barranquilla and was part of the conference's 15th anniversary, according to Acecolombia. Its concept was magic, with a line the organization used in all its communication: “We don't do marketing. We do magic.”

How FeedGuru took part in MARCCA 2026

FeedGuru accompanied MARCCA 2026 as Creative AI Partner, and that participation started before the event. FeedGuru produced the audiovisual piece that invited people to the conference, built on the concept of magic: the ordinary transformed into something surprising. The whole project was done remotely, from Buenos Aires, without a shoot or a crew in Colombia. How a piece like that is thought out is covered in video for conferences.

At the conference, Jonathan Frojmowicz gave his talk on the afternoon of Thursday, October 1, within the block “Act 3: Wonder”. The talk opened with that same invitation piece and from there posed the central question: what changes for a brand when producing becomes faster.

The question of the talk: how to use AI, not whether to use it

The thesis was simple: technology expands what a brand can produce, and judgment defines what is worth doing. For most teams, getting access to a tool is no longer the challenge. Applying it with direction is.

The distance between an idea and a finished piece has narrowed. What used to take months of pre-production, shooting and post-production to arrive at a single piece can now open up dozens of possibilities in days. When executing becomes easier, choosing what to execute becomes the most important decision.

That is where the risk the talk put front and center comes from. The risk is the generic, not AI: speed without direction produces interchangeable pieces, and a shopping center that looks like any other. It is the same problem FeedGuru developed in AI slop: why it is a brand problem and not a technology problem.

Five lessons from the talk for the next campaign

These are five lessons from the talk that apply to any team thinking about its next campaign:

• AI is useful when it rescues an idea that used to be left out. Not when it dresses up a weak idea.

• Same tool, different results. Technology without an idea produces noise faster, and an idea without craft loses impact. AI can take part in the strategy, the idea and the execution, but it does not replace direction.

• The piece is designed for the place where it will be seen. A silent LED column that people walk past is not a feed: character, scale and rhythm are designed for that kind of viewing.

• Speed is not achieved by rushing. It is achieved by preparing. A prepared layer, with what repeats, and a layer that changes, with what just happened. That way it is possible to respond almost in real time without losing identity.

• The first version is not the delivery. Producing faster does not replace human judgment. When AI raises the floor of execution, it should also raise the bar.

Five questions before choosing a tool

The talk closed with a practical recommendation: if a team wants to start using AI, it is better not to start with the tool, but with five questions.

• What do we want to achieve?

• Who are we talking to?

• What has to remain ours?

• What signal would tell us it worked?

• What idea had we discarded because it could not be produced?

The last one is the one that opens the most conversation. Often, a brand's biggest opportunity is an idea it already had and set aside because producing it seemed unfeasible, like showing a place that is still under construction: we cover this in video for a project under construction. It is the same working order FeedGuru describes in Thinking about the idea before the prompt: objective, message, audience and story, and only then the resources.

What happened after the conference

The conversation continued in the press: in an interview with Diario Occidente, published on October 7, 2026, Jonathan Frojmowicz summed up the idea that ran through the talk: “I think what will keep making the difference is human judgment.”

For FeedGuru, MARCCA 2026 was an opportunity to share with Colombia's shopping center industry what it has been learning while producing for brands, agencies, shopping centers and retail in the region, from campaigns to corporate video with AI. The line that closed the talk sums up the idea: technology expands the possibilities, judgment gives them direction. The limit is no longer production. It is imagination.

If your shopping center has an idea that was left out or a campaign ahead, let's talk. You can also see how we work on corporate and B2B videos.

Frequently asked questions

What is MARCCA?

It is the annual marketing conference of the Colombian Shopping Centers Association (Acecolombia). It brings together general managers and marketing directors of shopping centers from across the country.

When and where was MARCCA 2026?

On October 1 and 2, 2026, at the Hotel Dann Carlton in Barranquilla, Colombia.

Who took part on behalf of FeedGuru in MARCCA 2026?

Jonathan Frojmowicz, founder of FeedGuru, as a speaker. His talk was “Technique and imagination: new possibilities for ideas”, on Thursday, October 1.

What was FeedGuru's talk about?

About how to use AI in the communication of shopping centers and brands without losing brand, quality or trust, with lessons from our own cases and five questions for starting with the objective and not with the tool.

What did FeedGuru do at MARCCA 2026 besides the talk?

It accompanied the conference as Creative AI Partner and produced the audiovisual invitation piece, based on the 2026 edition's concept of magic, made remotely from Buenos Aires.

Photo: Acecolombia.