JAKALA takes part in IESE’s Futuro Digital event, presenting Spain’s first corporate AI success stories

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MILAN, Nov. 13, 2025 (GLOBE NEWSWIRE) — Madrid hosted the second edition of Futuro Digital, an event organised by IESE Business School in collaboration with JAKALA and Multiversial, which has become a key meeting point for exploring the main trends in digital transformation and their impact on business. More than 500 executives and experts gathered at IESE’s Madrid campus to analyse the challenges and opportunities that will shape the technological innovation and artificial intelligence landscape by 2026.

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“This is the second year we have organised this event, and our goal is to continue strengthening our position in the digital sphere by creating a space for dialogue between companies and change leaders,” said Luis Ferrándiz, Professor at IESE Business School.

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During the event, participants examined the rapid expansion of artificial intelligence, its costs, risks and returns, as well as the strategies companies need to adopt to avoid being left behind in this new industrial revolution.

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The acceleration of artificial intelligence
Carlos Molina, founder of the digital business newsletter Multiversial, discussed the three waves of artificial intelligence: acceleration, bubble and structural transformation, as well as the risks accompanying its expansion — from the geopolitical competition between the United States and China to technological dependency and cognitive complacency.

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“Change has never been this fast. The adoption of AI is advancing much more quickly than that of the Internet, with unprecedented investment and uncertain returns. These are powerful waves, built on the momentum of previous revolutions,” Molina said. “Profits are not yet clear with this model. The question is whether it will follow a venture capital approach or, conversely, fail to make the overall investment profitable.”

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Corporate strategy in the face of disruption
Ander Jáuregui, Senior Partner at JAKALA, highlighted the importance of reassessing each company’s ‘Jobs to be Done’ to understand what elements must be addressed in order to close the gap between consumer needs and what companies deliver. In his presentation, he cited examples of businesses making great strides in AI integration and shared two concrete cases already implemented among JAKALA’s clients in key sectors such as banking and travel.

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“We are in a phase of disruption that is shaking everything up, and many companies are making decisions that are not necessarily the right ones. We must avoid overestimating the short term and underestimating the long term: transformation processes take time and require a culture that embraces change,” he said.

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Real-world cases from major companies
The event concluded with a round table titled Real experiences in large companies, moderated by Ferrándiz, featuring Cristina Álvarez, Chief Technology and Operations Officer at Banco Santander Spain, and Mariel Vázquez, Director of Digital Customer Experience at Mapfre Spain. Both shared how their companies are applying AI strategically and responsibly.