JAKALA participates in the IESE Digital Future event and presents the first success stories of artificial intelligence in Spanish companies

Madrid has hosted the second edition of Futuro Digital, the meeting organized by IESE Business School in collaboration with JAKALA and Multiversialwhich is consolidated as a reference event to explore the keys to digital transformation and its impact on the business world. More than 500 managers and experts met on the IESE campus in Madrid to analyze the challenges and opportunities that will mark the future 2026 of technological innovation and artificial intelligence.

“It is the second year that we organize this event and the objective is to continue positioning ourselves in the digital environment, generating a space for dialogue between companies and leaders of change,” said Luis Ferrándiz, Professor at IESE Business School. During the event The rapid spread of artificial intelligence has been analyzedthe costs, risks and returns of AI, and the strategy that companies must adopt to not be left out of this new industrial revolution.

Carlos Molina, founder of the digital business newsletter Multiversial, addressed the triple wave of artificial intelligence: acceleration, bubble and structural transformation, and the current risks that accompany its expansion: from geopolitical competition between the United States and China to technological dependence and cognitive laziness.

“Change has never been faster. AI adoption is moving much faster than the Internet, with unprecedented investments and still uncertain benefits. They are waves that arrive with force and that are based on previous disruptions,” Molina noted in his speech. “The benefits are still not clear with this model, the question is whether it will be a Venture Capital model or if, on the contrary, it will not be possible to make all the investment made profitable.”

For his part, Ander Jáuregui, Senior Partner at JAKALA, highlighted the importance of reviewing the “Jobs to be Done” of each organization to understand what elements they must address to reduce the distance between what the consumer demands and what companies offer. During his speech, he highlighted some examples of organizations that are taking firm steps in the incorporation of AI and showed in first person two examples that are already a reality among the consulting firm’s clients in industries as relevant as banking and travel.

“We are in a disruption that is shaking up everything and many companies are making decisions that are not necessarily the right ones. We should not overvalue the short term or undervalue the long term: transformation processes take time and a culture that promotes change,” he said.

Real cases in big brands

The event concluded with the round table Real experiences in big brandsmoderated by Ferrándiz, with the participation of Cristina Álvarez, Director of Technology and Operations at Banco Santander Spain, and Mariel Vázquez, Director of Digital Customer Experience at Mapfre Spain. Both shared how their organizations are applying AI strategically and responsibly.

“Artificial intelligence is changing all sectors and banking could not be less. AI is redefining the way we interact with customersallowing more personalized, preventive and efficient models,” explained Álvarez.

“At the bank we are already managing to capture very interesting opportunities in everything that has to do with personalization, what price to offer, what campaign to do with the client and also in areas closely related to operational efficiency such as software development or process automation.”

Vázquez, for his part, highlighted Mapfre’s commitment to the ethical use of AI: “Mapfre is using this technology in many aspects and in many areas of the company. We have more than 70 use cases in production ranging from appraisals, valuations, risk analysis, conversational customer service.

Mapfre was the first IBEX 35 company to publish a manifesto on the ethical and responsible use of AI. “We wanted to explain to society and the market in general that we intend to implement the use of AI without bias, ethical, responsible and transparent to always communicate to clients when Artificial Intelligence is being used and how it helps make decisions,” he noted.

The round table also served to reflect on theThe challenges posed by AI in organizationsfrom resistance to change to investments in cybersecurity and privacy protection. Futuro Digital is consolidated as a reference space to anticipate trends, share knowledge and debate the role of technology in building the business future.