AI, Operational Efficiency and Cost Savings in the Business Future

How artificial intelligence is redefining operational efficiency and business agility in Spain.

Artificial intelligence (AI) is transforming the business landscape in Europe at a high speed. Beyond the current enthusiasm for generative AI, other forms of AI are expanding their applications across various industries and business functions.

According to an IDC report, organizations are relying on software and service providers to accelerate AI deployment and manage the associated risks. This article explores how Spain currently stands out in AI adoption, with success stories and key strategies for achieving sustainable impact.

Smart Revolution: How AI Drives the Business Future in Spain

The European AI landscape

Generative AI has captured the attention of all sectors in Europe, with organizations exploring it at an unprecedented rate. Adoption has increased dramatically, with 62% of organizations already using it and 25% planning to do so in the next 24 months.

However, 68% of organizations are already using other forms of AI to predict and interpret in areas such as IT, customer service, marketing, human resources, production and supply chain management.

In terms of governance, only 36% of organizations have a body overseeing responsible AI. However, 77% of organizations consider it crucial that their AI suppliers have a responsible AI strategy.

Smart Revolution: How AI Drives the Business Future in Spain

Top AI Applications in Spain

In Spain, organizations are mainly looking for three business outcomes from their AI investments: improving operational efficiency, saving costs, and increasing business agility. The main use cases for AI in the country include process optimization, virtual assistants, intelligent agents or chatbots, and advanced data analytics.

Public cloud providers play a key role in enabling AI. Forty-nine percent of Spanish organizations use public cloud platforms to experiment, develop and test with AI. In addition, 29% use these platforms throughout the entire AI implementation lifecycle, placing Spain above the Western European average in this regard.

Smart Revolution: How AI Drives the Business Future in Spain

Case Study: Iberostar Group’s W2M

A prime example of the successful application of AI in Spain is the case of World2Meet (W2M), the travel division of the Iberostar Group. In collaboration with Bravent and Microsoft, W2M developed a realistic avatar using generative AI to deliver personalized content in real time. This solution was presented at FITUR 2024, revolutionizing the user experience and improving the company’s operational efficiency.

The main objective was to create a disruptive experience to engage the public at FITUR 2024 and elevate the customer experience.

Bravent developed a synthetic-realistic avatar based on a real person, capable of holding intelligent conversations and offering personalized responses in multiple languages and styles. This innovation not only attracted attention at the show, but also optimized internal processes and improved accessibility.

Joan Barceló, CIO of W2M, highlights: “At W2M, innovation is a strategic and transversal pillar that is part of our DNA. That is why we are firmly committed to implementing technological tools that optimize processes and facilitate the day-to-day work of our employees”.

Strategies for Sustainable Success in AI

To fully capitalize on AI investments, organizations in Spain must:

  1. Address the skills gap: A strategic approach to AI requires technology expertise, data, business knowledge and change management skills.
  2. Focus on business outcomes: AI investments should focus on outcomes that really matter to the business, avoiding distractions with implementations that do not deliver tangible value.
  3. Leverage responsible platforms and vendors: It is crucial to work with partners that take responsibility for key aspects of AI implementation, enabling organizations to create value quickly and securely.

Key Factors Driving AI Readiness

For effective AI implementation, organizations should focus on the following key factors:

  1. Business Strategy and Objectives: AI readiness begins with a clear business strategy. Organizations should define how AI can support their business objectives, including improving efficiency, optimizing costs, and leveraging innovation.
  2. Technology and Data Strategy: A robust technology infrastructure is essential. Data is at the heart of any AI project; therefore, it is crucial to have access to complete, accurate and relevant data. Organizations must invest in systems that can efficiently collect, store and process large volumes of data.
  3. AI Expertise and Strategy: Developing an AI strategy and expertise requires a systematic approach to developing skills and knowledge within the organization, including building teams with competencies in data science and software engineering.
  4. Organization and Culture: Organizational culture plays a critical role in AI adoption. A culture that promotes innovation and adaptation to change will facilitate the integration of new technologies.
  5. AI Governance: Establishing a robust governance framework is essential to ensure that AI implementation is accountable and transparent, covering all aspects related to regulation, ethics and security of AI solutions.


Artificial intelligence is redefining business success in Europe, and Spain is at the forefront of this transformation. With success stories such as W2M and a strategic focus on responsible AI implementation, Spanish organizations are well positioned to reap the benefits of this technology and remain competitive in the global marketplace.

Preparing for AI is a multifaceted process that requires careful planning and strategic execution. By focusing on these key factors, organizations can significantly improve their ability to implement AI effectively and gain lasting competitive advantages. As technology continues to evolve, so must companies’ strategy for integrating these transformative tools.

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