Artificial Intelligence in the Spanish Business Ecosystem: A Revolution in Progress
Artificial Intelligence (AI) is no longer a futuristic concept but a palpable reality in the Spanish business environment. This technology is not only part of the horizon of what is to come, but is already active and constantly expanding in key sectors of the economy. Today, various areas of daily life are impacted by AI, from cell phones to education and business.
AI implementation is becoming increasingly common in educational institutions, where both teachers and students use tools such as ChatGPT for lesson planning and content generation, such as exam answers. In parallel, businesses have begun to integrate AI into their day-to-day business, with applications ranging from press release writing to automating multilingual responses in customer services.
In addition, business decisions already rely on AI to evaluate investments in the stock market or to advise on the creation of new companies.
It is also key in the development of marketing plans, as well as in competitor analysis. Even the creation of multimedia content, such as videos or photographs, has taken a radical turn with the incorporation of AI technologies, enabling the production of images and videos that would not otherwise exist.
The Rise of AI in Marketing
According to Hubspot’s “State of Marketing 2024” report, seven out of ten Spanish companies already employ AI and automation technologies in their marketing strategies. This phenomenon is rapidly consolidating, with 89.8% of companies stating that they plan to incorporate AI tools by 2025. In fact, 19.4% of respondents cite AI as one of the trends with the highest return on investment, which is consistent with 17.3% having invested significantly in AI during 2024.
The impact of AI is already evident, and major consultancies such as McKinsey, Gartner and PwC have identified this phenomenon. According to McKinsey, already 79% of US companies were interacting with AI in 2024, while Gartner predicts that by 2026, 75% of companies will adopt generative AI.
The Role of Apple and OpenAI
Tech giant OpenAI, responsible for ChatGPT, has strengthened its position in the market, reaching a valuation of $157 billion after raising $6.6 billion in a recent investment round. Apple, while not directly involved in OpenAI’s capital raise, maintains a partnership with the company to integrate its generative AI technology into its devices, such as the iPhone and the Siri voice assistant. This collaboration reflects the potential of AI to transform the user experience in mobile technology.
AI in the Pharmaceutical Sector
One of the sectors that has most recognized the potential of AI is pharmaceuticals. According to the World Economic Forum, AI has a key role to play in the research and development of treatments, and its implementation is accelerating thanks to machine learning. From identifying new molecules to improving clinical trial design, AI has become an essential tool in the fight against diseases, including the management of rare diseases.
AI is enabling pharmaceutical companies to optimize drug manufacturing, automate the pharmacovigilance process, and increase environmental efficiency. In addition, its application has helped to improve diagnostics, which translates into faster and more efficient medical care for patients.
Juan Yermo, director of Farmaindustria, stresses that AI is essential to address global healthcare challenges. Its implementation contributes not only to innovation in treatments, but also to Spain’s leadership as a benchmark in the pharmaceutical sector.
Small and medium-sized enterprises also benefiting from AI
Generative artificial intelligence is being used by many small and medium-sized enterprises (SMEs) in Spain. According to Godaddy, these companies benefit from AI for tasks such as generating company or product names. AI applications enable creative processes to be faster and more efficient, driving innovation without the need for large investments.
Other applications include automating content generation for websites, blogs or newsletters. Through natural language processing and advanced algorithms, AI is able to create relevant content, although always under the supervision of experts.
The area of customer service has also undergone significant change, with AI generating personalized responses, thank you emails, appointment reminders and more. In social media, AI is redefining user interactions, supporting brand management and improving the customer experience.
The Opposition to AI Supremacy
However, not everyone is convinced that AI is the key to long-term success. Some economists and entrepreneurs argue that while AI is a powerful tool for improving operational efficiency, it does not necessarily provide a sustainable competitive advantage. In this approach, AI is seen more as a mechanism to improve processes than as a crucial differentiator in the marketplace.
These skeptics argue that true competitive advantage lies in defending barriers to entry in a given market, and that while AI can be useful in identifying niche markets, it is not an element that alone will ensure business success.
Conclusion
AI is transforming Spanish companies, from large multinationals to small and medium-sized enterprises, into a fundamental tool for improving efficiency, innovating and competing in the global marketplace. Its adoption continues to grow at an accelerated rate, with most companies expected to integrate AI tools into their operations in the next few years. However, the debate about its role in business competitiveness is still open, with some voices warning about the limits of its potential as a differentiating factor in the long term.