EMMS 2026, the free online e-commerce and digital marketing conference organized by Doppler, took place from September 29 to October 1 with one central theme: how artificial intelligence agents are changing the way marketing is done.
What EMMS is and what it covered
Doppler, an email and marketing automation company, presents EMMS as the most important e-commerce and digital marketing event in Latin America and Spain. The 2026 edition featured free live talks on September 29 and 30, and exclusive workshops for VIP attendees on October 1.
According to the announcement published by TotalMedios, the agenda was built around three trends: agentic commerce (AI agents that search, compare and buy on behalf of people), answer engine optimization (AEO), and AI agents embedded inside the marketing platforms companies already use.
The event featured specialists from TikTok, Amazon and Canva, and organizers expected more than 32,000 participants from Latin America and Spain, including executives, marketing professionals, entrepreneurs and students.
The challenge is not technological
One of the core ideas was summed up by Laura Barreto of Doppler: “The challenge is not technological, it’s organizational: it’s about learning to work with agents, defining what can be safely delegated and building controls so that delegation is predictable.”
That view matches what the industry saw during the same week, with major platforms launching agents that carry out marketing and management tasks with little human intervention.
Strategic takeaway — Studio 24-7
When the region’s leading digital marketing event puts AI agents at the center, it confirms a shift: the advantage no longer lies in having access to the tool, but in knowing what to delegate to it and how to control it.
For a business, that means three concrete tasks: organize data and processes before automating them, prepare content so AI answer engines can also find and cite it, and set clear supervision rules. Without that system, every new agent adds complexity instead of results.
Sources
- TotalMedios — Doppler presenta el EMMS 2026 con foco en los agentes de IA en el marketing digital (September 18, 2026)