— Bad Bunny, WELTiTA
A product of the Ruta N Think Tank 🧠
Bad Bunny shattered records at the 2026 Grammys with DTMF, making history as the first-ever Spanish-language record to take home Album of the Year. This milestone echoes his massive Medellín takeover earlier this year—a three-night run from January 23rd to 25th that packed the Atanasio Girardot Stadium with nearly 45,000 fans per show.
Beyond the music, the event has reignited the conversation on the responsible use of apps. The city welcomed over 100,000 domestic and international visitors during the tour, pushing hotel occupancy to 94%. Amidst this surge, digital accommodation platforms became essential to meeting the demand. Effectively, they shifted from being a mere tourism "add-on" to operating as critical city infrastructure.
“Si tú me lo pides, yo me porto bonito (ey, ey).” — Bad Bunny y Chencho Corleone, Me porto bonito (Trust)
Trust in the city as a destination, or in technology as a solution to problems, depends on how it is nurtured; it requires cultural agreements and co-responsibility among all actors within the digital ecosystem.
“Sin ti no me va bien, tampoco me va mal.” — Bad Bunny, Ni Bien Ni Mal (Neutrality)
Technology does not act neutrally: it defines rules, guides decisions, and creates incentives that directly influence human behavior. In high-pressure contexts, this lack of neutrality becomes more visible and can amplify both best practices and opportunistic behaviors.
“En mi vida fuiste turista, tú solo viste lo mejor de mí, y no lo que yo sufría” — Bad Bunny, TURiSTA (Co-responsibility)
For innovation to be sustainable, it needs clear rules, transparency—specifically regarding the algorithms that operate and feed the platforms—and timely, preventive risk management.
For Medellín, the challenge lies in consolidating governance models that allow technology to be powerful, yet also ethical, reliable, and aligned with the city's values. Especially in a context where trust is fragile and decisive, committing to responsible innovation is not an option: it is the prerequisite for technology to remain an ally of collective well-being and the future.
Sources:
Amnesty International. (2023). 5 examples of harmful uses of artificial intelligence affecting young people. https://www.amnesty.org
Ajuntament de Barcelona. (2021). Regulation and enforcement of short-term tourist rentals. https://ajuntament.barcelona.cat
Alcaldía de Medellín. (2025). Medellín fue reconocida como la mejor oficina de promoción turística de Sudamérica. https://www.medellin.gov.co
Alcaldía de Medellín. (2026). Sistema de Inteligencia Turística de Medellín: cifras oficiales de alojamiento y ocupación. https://www.medellin.gov.co
Castillo Jiménez, E., & Martínez Pinto, C. (2021). Uso responsable de tecnología en Latinoamérica y el Caribe: Ejemplos de modelos y herramientas del Norte y Sur global. Oportunidades y desafíos desde una perspectiva ética y de derechos humanos. CETyS; fAIr LAC; Banco Interamericano de Desarrollo.
UNESCO. (2026). Ethical issues of artificial intelligence: Case studies and global recommendations. https://www.unesco.org
World Economic Forum. (2022). Earning digital trust: Decision-making for trustworthy technologies. https://www.weforum.org