A joint session with Iñaki Tovar of the performance marketing agency Webpositer at eShow Madrid, on how AI and CRO work together: breaking common myths and sharing practical tricks to improve conversion.
eShow Madrid, Tech Show Madrid, IFEMA Madrid, November 2026
With Iñaki Tovar at eShow Madrid, ahead of our talk on AI and CRO.
Separating what AI genuinely improves in conversion from what is just noise.
Where machine learning genuinely moves testing, personalization and segmentation forward.
Tactics attendees could take back to their own funnels the same week.
eShow Madrid, held as part of Tech Show Madrid at IFEMA, is one of the largest eCommerce and digital marketing events in Spain. I shared the stage with Iñaki Tovar, of the performance marketing agency Webpositer, for a session built around a simple premise: AI and CRO work best together, not as separate disciplines competing for the same budget.
We opened by dismantling a few persistent myths: that AI can fix a fundamentally broken funnel, that more personalization always means more conversion, and that automation is a substitute for a testing culture. Most CRO failures have nothing to do with a lack of AI, and adding it on top of weak fundamentals just makes the mistakes faster.
Where AI genuinely helps is in the volume of hypotheses a team can test and the speed at which it can read the results: predictive segmentation, dynamic content, smarter multivariate testing, and surfacing patterns in behavioral data that a manual analysis would take weeks to find.
We closed with tactics attendees could apply immediately: how to prioritize a testing backlog with limited traffic, quick wins in checkout friction, and simple ways to use AI tools to generate and validate test hypotheses without hiring a data science team.
AI does not fix a broken funnel. It just helps you find, and break, the right ones faster.
Victor de la Fuente
For fifteen years my work has focused on where eCommerce strategy meets conversion and emerging channels. Sessions like this one matter because AI is often sold to marketing teams as a shortcut, when it is really a multiplier: it amplifies whatever testing discipline, or lack of it, a team already has.
Speaking and lecturing at top Spain universities, business schools and international events.
Here’s where I push back a little on the hype around “AI-powered CRO”. Plenty of tools promise to optimize your funnel automatically, but automation without a hypothesis is just noise generation at scale. If a team doesn’t already know what it’s testing and why, handing that process to an algorithm just means bad decisions get made faster, not fewer of them.
The real opportunity Iñaki and I discussed is not replacing the CRO process with AI, it is using AI to remove the bottlenecks inside a process that already works: faster analysis, more test variants, better segmentation. Teams that skip straight to “AI-driven optimization” without a testing culture underneath it are optimizing on sand.
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