Artificial intelligence (AI) is rapidly gaining traction among Spanish businesses, according to a new independent study by Strand Partners commissioned by Amazon Web Services (AWS). The second phase of the study reveals an 8% increase in AI adoption compared to 2023, with 44% of Spanish companies currently utilizing AI tools.
Nearly 80% of local businesses are familiar with AI concepts, and 27% express specific interest in generative AI. Furthermore, about 90% believe AI technology will transform their operations within the next five years, driven by the benefits seen by those already implementing AI solutions.
Efficiency in daily operations is the primary advantage cited by half of the surveyed companies, while over 35% report improvements in decision-making and customer experience. This indicates that AI enhances various aspects of business, including productivity, team management, and customer satisfaction.
Leading the adoption of AI in Spain is the financial services sector, with 53% of companies employing this technology. For instance, BBVA uses AWS's AI and analytics services to create a data platform that automates business insights, increasing operational efficiency and attracting new clients.
The manufacturing sector follows closely at 50%, leveraging predictive analytics, while customer service and content creation also see significant AI use. Siemens, for example, has developed an AWS-based cybersecurity platform that integrates IoT solutions to create smart infrastructures.
In the energy sector, 48% of companies, including Iberdrola, are developing over 100 generative AI applications with AWS to enhance efficiency and customer experience.
AI is also making inroads into travel and hospitality (41%) and healthcare (41%), focusing on customer personalization, fraud detection, and inventory optimization through generative AI and massive data analysis.
Despite the positive outlook, a significant barrier remains: the shortage of skilled talent. 85% of companies emphasize the critical need for digital skills, with 34% facing challenges in hiring AI-qualified employees and 27% struggling to train existing staff.
Aragón is emerging as a key tech hub in southern Europe, with 39% of local businesses using AI applications. Two-thirds predict that this technology will transform their operations within five years. The arrival of data centers in the region is viewed positively, with 72% of businesses acknowledging its importance for their operations.
Overall, while challenges exist, the potential for AI to drive economic growth in Spain is significant, with many companies optimistic about the future.