Despite the enthusiasm declared by Spanish business leaders, the adoption of generative artificial intelligence (generative) in Spain advances with steps more measured than in other countries. This is revealed by the report “Current situation of the Genai in Spain: innovation and limited investments”, prepared by Cognizant in collaboration with Oxford Economics, which radiography the current moment of this technology in the country.
According to the study, 73 % of Spanish managers show a clear intention to accelerate their projects linked to Genai, a sign that interest is high and growing. However, this enthusiasm still does not translate into an investment impulse comparable to that of other countries. Spanish companies plan to allocate in 2025 an average of $ 23.5 million to initiatives related to this technology, a figure that contrasts with the 47 million dollars on average registered in the global study “Building Momentum: The Path to Confident Ai Adoption”.
This gap reveals a more prudent strategy by Spanish companies, which prioritize the consolidation of their capabilities before climbing their investments. However, the report reflects an ambitious vision: companies not only seek efficiency, but also transformation.
“The study evidences that, although Spanish managers face important challenges, there is a clear commitment to accelerate the adoption of generative AI in the country. In Cognizant, we firmly believe that with adequate investments and strategies adapted to sectoral particularities, these challenges will be transformed into growth levers. The key is to combine innovation with a strategic and responsible vision, which will allow Spain to take advantage of Spain technology, ”says Manuel Ávalos, general director of Cognizant For Spain, Italy and Portugal.
A more diverse strategic vision
While globally, the improvement of productivity clearly leads the adoption objectives of the Genai, in Spain a more balanced approach is perceived. Respondents almost equally distribute their priorities among three major areas: productivity improvement (35 %), business innovation (34 %) and the redesign of operational models (35 %).
73 % of Spanish managers express their desire to accelerate their generative initiatives
These preferences vary significantly according to the sector. In the pharmaceutical field, for example, companies focus their efforts on optimizing business performance. On the other hand, the focus on operational efficiency predominates in the insurance sector. For its part, industries such as technological, communications and energy see in the Genai a lever for the reinvention of their business models and the generation of new value opportunities.
Factors that drive adoption
The report highlights several elements that are acting as catalysts of the Genai in Spain. One of the most relevant is the strong market demand. In fact, recent data from the European Commission place the country above the continental average both for adoption and growing the use of artificial intelligence in the business fabric.
Another key point is the national strategy of the government promoted by the Government, which has contributed to establishing a solid ecosystem and to promote public-private collaboration. To this is added the outstanding position of Spain in the field of open data, occupying the seventh place in the European maturity report in this area, which facilitates the training and continuous improvement of the AI models.
In addition, the technological infrastructure available in the country, such as the Marenostrum 5 Superormer – one of the most powerful in the world – reinforces the positioning of Spain as a reference node in innovation within the continent.
Obstacles still to overcome
However, the road to a full adoption of the Genai is not exempt from barriers. One of the most relevant is social concern about ethical and privacy aspects. 49 % of business responsible consider that their current security practices are insufficient, and more than half (53 %) acknowledge not to be prepared to face the privacy and regulatory compliance requirements that both customers and regulators demand.
The specialized talent deficit constitutes another of the great challenges. The lack of experiences with experience in generative limits the ability of many organizations to develop and implement advanced solutions with guarantees.
To this is added a certain skepticism about the real maturity of the available products and their short -term profitability, which generates uncertainty among those responsible for investment.
An opportunity under construction
Spain is, according to the report, in a decisive phase in its relationship with the Genai. With a favorable environment in terms of public strategy, data and infrastructure, and with a clear interest on the part of the business fabric, the country has the necessary conditions to position itself as a reference in this technology.
But for this potential to materialize, it will be key that companies reinforce their commitment through a sustained investment, promote the development of talent and respond to ethical and social concerns that accompany this technological revolution. Only in this way can they go from interest to action and fully take advantage of the competitive advantages offered by generative artificial intelligence.
