Juan Pablo Frías, president of Sendatel, stressed the fact that the consumption of content in the mobile is personal, which allows different types of monitoring and measurement. During the panel, "The footprint of audiovisual content in the mobile business", Frías resumed the debate held yesterday morning by considering that the mobile will allow incorporate Artificial Intelligence in the applications to be able to increase monitoring on consumption. For example, with AI it is possible to read positive or negative comments about content made by users on social networks. It can also be measured whether the consumption is personal or shared, whether the user is surrounded by other devices, whether the user is in motion - for example on the road - or in public places, to produce and provide them with appropriate content".