Leonardo Basterra

Founder and Partner @ The Voice Society and Koob. Focused on building branded consumer experiences at the intersection of technology, UX, content and data.

[Leonardo Basterra @AdBazooka]

Most markers starts in the wrong spot: brand claims over human tension.

No one wants to admit they're aging, so Gen X ignores it. Specsavers flipped this by locking a Groove Armada set behind a screener.

Align with who they are, not what you're selling. https://t.co/UwSIodLT3L

[Leonardo Basterra @AdBazooka]

AI isn't a query tool; it's an active coworker.

MIT Sloan found matching AI traits to marketers boosted CTR by 7% and cut CPC by 30¢. But pairing detail-driven marketers with agreeable AI hurt results.

Tune the tech to complement human thinking. https://t.co/GEDs8HBr2s

[Leonardo Basterra @AdBazooka]

Agentic AI eliminates HITL costs in IT or claims processing where success is binary. That's a great fit for HOTL.

But marketing isn't transactional. It is about influencing human behavior through communication—and algorithms cannot evaluate human context. We still need people.

[Leonardo Basterra @AdBazooka]

@ddiament Con un solo bobo que se enganche, no pido más. Le dices tú o le digo yo?

[Leonardo Basterra @AdBazooka]

Messi retired after 2014 Copa América and 2016 WC lossed. Infantino promises a trophy. Messi comes back. In 2022, Infantino delivers. In 2026, after aguably Argentina's darkest football exposure in history, Messi announces his retirement again. Infantino is now gone. Messi AD10S!

[Leonardo Basterra @AdBazooka]

HOTL uses AI end-to-end. HITL uses AI as a first layer of intelligence, but keeps human strategy at the decision gate.
Marketing is influencing human behavior. An algorithm can optimize clicks, but it can't optimize feelings. Therefore, HITL is superior... for now.

[Leonardo Basterra @AdBazooka]

YouTube doubling its monetization threshold to 8,000 hours tries to filter AI noise with legacy metrics. Watch time doesn’t equal creative value. https://t.co/7bY9jWCytG

[Leonardo Basterra @AdBazooka]

@YourAnonNews @grok show me the full interview clip

[Leonardo Basterra @AdBazooka]

I'm on the waitlist for @perplexity_ai's new agentic browser, Comet: https://t.co/05uvg73SRU

[Leonardo Basterra @AdBazooka]

@MorningBrew We lost the footage!

[BBC StoryWorks @BBCStoryWorks]

…and it’s live! 🎉

Explore how people and their companies across the world are creating #BetterLivesThroughBetterBusiness in this series which spans the Arctic to South America

#Ad paid and presented by @CGF_The_Forum

[Leonardo Basterra @AdBazooka]

@MetroByTMobile Can you do it for my kids' mom?

[Leonardo Basterra @AdBazooka]

@pzerdan @vikingacubana @hgarciari88 @Chad4Marketing @barb1130 @NelsonAndyR @cilmarasan @Conill @gknutson @JonFreier @MetroByTMobile I was not asked... but I did rule my day. Jumped on my @onepeloton for a 45 minute HIIT class, reviewed some video storyboarding, took my 9-yo and his friends for ice cream and the park, and came back home to watch history being made at the #Oscars #ruleyourday

[Leonardo Basterra @AdBazooka]

@vikingacubana @hgarciari88 @pzerdan Merry Christmas! You are fun. Metro is fun. Besos.

[Leonardo Basterra @AdBazooka]

@pzerdan @JonFreier @hgarciari88 Ditto on the appreciation!

[Leonardo Basterra @AdBazooka]

@profgalloway ...and then he said "My two greatest assets have been mental stability and being, like, really smart��"

[Leonardo Basterra @AdBazooka]

Making anyone, anywhere, say anything: #Samsung AI lab in Moscow brings to life the Mona Lisa with #adversariallearning More here: https://t.co/ck83eKV1dD
#thevoicesociety #advertisingagency

[Leonardo Basterra @AdBazooka]

@pzerdan @TracyLangeMetro @MetroByTMobile Felicidades!! Enjoy Maui!

[Leonardo Basterra @AdBazooka]

@oliviasanchez

[Leonardo Basterra @AdBazooka]

@JayDub39 @drakenic @JAGoldth @pjdeluca Congrats @pzerdan, enjoy #Maui, from your friends @TheVoiceSociety