Jorge Loza: The Honorary Figure Representing the Human Soul Behind Movies x Brands
At a time when artificial intelligence is transforming cinema, branding, and global communication, the real differentiator is no longer technology alone. The true differentiator is the purpose behind what is being created.
That is why, within the independent movement Movies x Brands | AI Boost Experience — created by Sonia Boost and presented during the ecosystem of the Cannes Film Festival 2026 — one of the most symbolic and meaningful figures connected to the project is Jorge Loza, founder of Wake Up Conferences and officially appointed as the Global Honorary Mentor of Human Empowerment of the movement.
His presence is not based on visibility alone. It represents something far deeper: the bridge between technological innovation and human consciousness.
Over the years, Jorge Loza has become one of the most recognized voices in leadership and personal growth across Latin America. His name became especially significant internationally after bringing Tony Robbins to Latin America for the very first time through Wake Up Conferences, creating one of the region’s most influential leadership and human development movements.
That legacy is precisely what connects with the essence of Movies x Brands.
Because this movement was not created simply to talk about artificial intelligence or cinema. It was born to explore how brands, creators, and new technologies can generate meaningful impact in people’s lives.
Under the vision of Sonia Boost — film producer, international strategist, and founder of The Wonder World Group ecosystem — Movies x Brands emerges as a new cultural space where storytelling, innovation, artificial intelligence, and human purpose converge.
Within that narrative, Jorge Loza represents the human dimension of the project.
His appointment as an honorary figure of the movement recognizes not only his international trajectory, but also his influence on thousands of people through Wake Up Conferences and his vision of conscious leadership, personal transformation, and human expansion.
“There is no technology more powerful than human consciousness.”
That message perfectly captures the spirit of the movement.
While many AI-driven initiatives focus solely on automation, speed, or productivity, Movies x Brands seeks to open a deeper conversation about the emotional, cultural, and human impact of this new era.
This is why Jorge Loza’s symbolic presence carries such strategic and emotional significance within the project.
The collaboration between Wake Up Conferences and the ecosystem led by Sonia Boost also represents a natural bridge between Latin America, Europe, and the United States — connecting entrepreneurship, entertainment, leadership, and the emerging AI-driven creative economy.
In this context, international experiences such as the Boost Up Summit Miami, where global voices connected to leadership, business, and personal growth gathered, form part of the broader journey that helped shape this global vision.
Over the last few years, Sonia Boost has developed an ecosystem that integrates film production, artificial intelligence, strategic branding, and high-level international experiences. From conferences and educational projects to initiatives connected to Cannes and Miami, the mission has remained clear: connecting innovation with purpose.
Movies x Brands is the natural evolution of that vision.
And Jorge Loza becomes a symbolic figure who brings human legitimacy to a movement aiming to differentiate itself within the international ecosystem of cinema, brands, and AI-driven storytelling.
His role within the initiative is honorary and representative. It is not an operational or technical role. It is a recognition of a figure whose trajectory embodies the values of inspiration, leadership, and transformation that the movement seeks to project globally.
The presence of figures such as Jorge Loza also reinforces one essential idea behind the project: the future of cinema, brands, and artificial intelligence cannot be built solely through technology. It must also be built through stories capable of generating emotion, awareness, and legacy.
In Cannes 2026, Movies x Brands is not simply aiming to organize another industry event.
It seeks to begin a global conversation.
A conversation where cinema, artificial intelligence, and human purpose stop moving separately and become part of the same vision.
And within that vision, Jorge Loza represents the voice that reminds the world that behind every tool, every brand, and every technological breakthrough, there must always remain something essential: the human ability to inspire.