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EP 227 - Inside Uberall’s Local AI Shift: From Culture Shift to Client Tools; Interview with Ana Martinez -- Part 1

Uberall CTO Ana Martinez explains how AI is reshaping culture, products and customer engagement in their Location Management tools—from rethinking roles and workflows to launching UB-I and the Location Performance Score.

Mike Blumenthal, Near Media

EP 227 - Inside Uberall’s Local AI Shift: From Culture Shift to Client Tools; Interview with Ana Martinez -- Part 1
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In this Near Memo conversation, Uberall CTO Ana Martinez details the company’s transformation into an “AI-native” organization. She explains how AI is reshaping internal culture, changing and sometimes blurring roles across teams, and driving client-facing innovation like the UB-I concierge and Location Performance Score. We also discuss how to manage change, avoid AI hallucinations, and balance cultural concerns with the demands of rapid innovation.

If you are interested in sponsoring this podcast please reach out to mblumenthal@nearmedia.co

The Podcast Deets

  • 00:00–11:05 — Culture & Internal AI Adoption Uberall commits to becoming “AI native,” rethinking workflows and roles. Teams experiment with tools like Cursor and Copilot, reshaping how engineering, product, and design collaborate.
  • 02:59 – Internal AI Initiatives & Organizational Change
    05:36 – Cultural Dynamics & AI Integration
    08:14 – Managing Change & Employee Roles
  • 11:05 — AI in Products & Location Performance Optimization Martinez explains how AI is being embedded into client-facing tools, especially around location marketing. She introduces Location Performance Optimization (LPO) and the Location Performance Score (LPS).
  • 16:35 – Location Performance Optimization & AI
  • 22:05–31:43 — UB-I, Hallucinations & Quality Control The team explores UB-I, Uberall’s AI concierge, designed to help clients manage visibility and reputation. They also discuss the risks of AI hallucinations and the safeguards Uberall uses to maintain quality.
  • 27:38 – Quality Control & AI Hallucinations

Inspirational Woman: Ana Martinez | Chief Technical Officer, Uberall

Who Is UB-I: Meet Your New Platform AI | Uberall
The first agentic AI built for location performance. Not an assistant, not a copilot, not a chatbot. UB-I orchestrates your marketing efforts at scale.
UberallSara Vordermeier

Takeaways

  • Becoming “AI native” requires cultural change, not just tech adoption.
  • AI blurs traditional roles, fostering more cross-functional collaboration.
  • Location Performance Score (LPS) helps brands track visibility, reputation, and engagement.
  • UB-I serves as a client-facing AI concierge.
  • Guardrails are critical to prevent AI hallucinations from undermining trust.