Damm holds its first hackathon, HackIAmm, which strives to shake up the future of consumerism with AI-based solutions
The event brought together 30 participants with multidisciplinary profiles from technical, creative and business backgrounds, who were grouped into 8 teams and worked to find solutions to attract consumers and generate greater value for the company's customers
This weekend, Damm held HackIAmm, a collaborative innovation event conceived as a meeting point for talent, artificial intelligence and the future of consumption. For three days, Tech Barcelona's Pier 01 facilities became the base camp where participants worked to shake up the food and beverage sector with disruptive solutions.
The call, open to the entire creative and tech community, exceeded all the organisation's expectations: more than 80 people registered for the challenge, of which 30 were selected to participate in this hackathon. The diverse range of profiles — coming from fields such as technology, data, design, creativity, marketing and strategy — made it possible to form multidisciplinary teams that provided a more complete and enriching vision to the proposals developed.
The challenge posed by Damm invited participants to look for new ways of consumption and value generation throughout the value chain. The solutions developed by the teams included hybrid experience propositions, point-of-sale activations, AI-supported personalisation models and digital tools to enhance the relationship between consumer, brand and channel.
Over the course of the weekend, teams followed a four-stage process — understand, ideate, build and present — using a variety of AI tools. These technologies facilitated data analysis, idea generation, prototyping and the production of highly detailed final presentations. What's more, the participants had access to mentoring sessions with experts in order to turn their ideas into potential real solutions.
The jury, made up of Laura Gil, Chief Data Analytics Officer at Damm; Xavier Vila, Director of the Hospitality Business Unit at Damm; Guillermo Prieto, IT Director at Damm; Lluis Pallarés, Chief Operating Officer at Nennisiwok AI LAB; and Noelia González, AI Manager at the European University; evaluated the proposals according to criteria such as relevance to the challenge, originality and innovation, viability and scalability, among others. On Sunday, the three winning projects were announced, and €6,000 in prizes were distributed among them.
