Jose Martinez — Chief Data Officer, Coca-Cola FEMSA
Published:
Data quality was present in all that since then and before. So you need to have data that is clean, that is curated, that works… If you have tons of data that is not normalized, that is duplicated, that probably is not the right data you need to have, you will not get any result. You can have the biggest brain… you will not have the result you’re looking for… And it’s even more important today because we are… everybody is using AI somehow right now, and the usage of that has been increased. It’s faster. So you are getting also bad information faster.
What does Jose Martinez say on The Agile Brand with Greg Kihlström?
Jose Martinez, Chief Data Officer, Coca-Cola FEMSA, says: Greg Kihlström interviews Jose Martinez, Chief Data Officer at Coca-Cola FEMSA, about building enterprise data foundations to enable AI. Martinez emphasizes connecting cross-domain data for competitive advantage, the existential risk of poor data quality in AI systems, and reframing governance as a business value proposition to gain board-level support. The conversation centers on practical governance, cultural change, and continuous improvement to turn large, messy data into reliable, actionable intelligence.
From: The Agile Brand with Greg Kihlström
Cite as: Jose Martinez. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jose-martinez-data-quality-was-present-in-all-that-since-then-and-before