The UPC’s InLab FIB joins the AdQuiver R&D project to apply artificial intelligence and big data to tourism marketing

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Researchers from the UPC’s inLab FIB will work for a year with the R&D team from the company AdQuiver to apply artificial intelligence techniques and big data to tourism marketing.

The UPC’s inLab FIB will work for a year with the R&D team of the company AdQuiver to apply artificial intelligence techniques and big data to tourism marketing. This cooperation was made official on 17 September when a collaboration agreement was signed between both entities.


Francesc Torres, rector of the Universitat Politècnica de Catalunya · BarcelonaTech (UPC), and Jorge Núñez, CEO of AdQuiver, signed on 17 September a collaboration agreement through which a team of researchers from inLab FIB,  UPC Barcelona School of Informatics (FIB), will collaborate with AdQuiver to develop version 2.0 of MoirAI technology and progress in the application of artificial intelligence techniques and big data to tourism marketing.

This collaboration is part of the project ‘Les Moires d’AdQore: plataforma tecnològica intel·ligent per a l’optimizació de processos Data-Driven Marketing enfocada al sector turístic’ (The Moiras of AdQore: An intelligent technological platform for the optimization of Data-Driven Marketing processes focused on the tourism sector), subsidised through the NEOTEC programme of the Centre for the Development of Industrial Technology (CDTI). Teams of researchers will work on the development and scaling up of MoirAI to create a more flexible system that can incorporate and manage hundreds of variables in real time, based on data on the behaviour and context of online users. In short, the potential of artificial intelligence and big data will be used to improve direct sales in tourism companies.

Version 1.0 of the MoirAI project was developed with the support of the EATIC programme, a call for subsidies for high-tech, knowledge-intensive companies in areas of the Smart Specialisation Strategy of the Canary Islands (RIS3), granted by the Canary Islands Department of Economy, Industry, Trade and Knowledge and jointly financed with 85% of the funds by the ERDF.

The collaboration between AdQuiver – the development company and agency of MAdTech(Marketing and Advertising Technology), specialised in the generation of direct online sales through data driven marketing strategies for the tourism sector – and the UPC began in February 2019 and has been promoted by the CIT UPC Technology Centre, the entity that is responsible for bringing to the market and making available to companies the technologies developed by UPC research centres and groups. The head of the project at the UPC is Josep Casanovas, researcher and director of inLab FIB, the innovation and research laboratory of Barcelona School of Informatics (FIB), while the principal researcher for the project is Oscar Romero, who is also associated with inLab FIB.