Digital business transformation in Spain continues to progress, but not at the pace or depth that many companies need to compete in an increasingly demanding environment. According to the report Digital Pulse 2025: Spanish Business Digital Maturity Barometer, produced by Excelia based on the insights of over 400 professionals, only 7.4% of companies have reached an advanced level of data-driven process automation. At the same time, 44.5% are in an intermediate stage, combining manual procedures with automated ones, and 24.7% are still operating mainly manually.
This figure draws attention because it comes at a time when business conversations are dominated by Artificial Intelligence, analytics, and operational efficiency. However, Excelia’s study depicts a more sober reality: many organizations have adopted digital tools but have not truly transformed their way of working. The report itself suggests that the gap is no longer primarily about having technology, but about integrating it coherently into finance, HR, operations, or customer service.
Digitalization advances, but automation remains stalled
The 7.4% figure does not mean that the Spanish business fabric remains stuck in digital prehistory. In fact, official indicators show clear progress in several areas. The INE noted in October 2025 that 21.1% of companies with 10 or more employees used Artificial Intelligence technologies in the first quarter of 2025, and 44.3% contracted paid cloud computing services. Additionally, 41.4% performed data analytics with their own employees.
But adopting technology is one thing; turning it into a structural capability is quite another. This is where the Excelia report introduces a relevant nuance: advanced process automation requires connecting data, redesigning workflows, reducing manual intervention, and enabling decision-making based on real-time usable information. According to their survey, 53.1% of professionals consider data essential for decision-making in their company, and another 35.8% say it is used moderately. Only 11.1% acknowledge that data plays a limited or nearly nonexistent role. Therefore, the problem does not seem to be a lack of awareness regarding data value, but rather the capacity to convert data into genuinely automated processes.
This gap also aligns with the European diagnosis. The European Commission warned in its country report on Spain that, although Spanish companies are showing positive progress in AI adoption, weaknesses remain in adopting advanced technologies, especially in cloud and the digitalization of the business fabric. Along the same lines, it recommended further promoting AI, data analytics, and cloud services among companies, with particular attention to small and medium-sized enterprises (SMEs).
The issue is no longer about buying software, but about changing how you operate
This is probably the most significant insight from the report. For years, business digitalization was understood as a collection of tools: an ERP, a CRM, invoicing software, video conferencing, or cloud storage. Today, that basic phase has become more widespread. Eurostat estimates that in 2024, 74% of enterprises in the European Union reached at least a basic level of digital intensity, with large companies reaching up to 98%. However, this basic threshold does not equate to advanced maturity or smart process automation.
This helps explain why the Excelia data is so revealing. Spain may advance in the use of AI, cloud, or analytics—and still maintain a very small percentage of companies capable of seriously automating their critical operations. In other words, surface-level digitalization does not always coincide with deep business transformation. What separates a digitally present company from a truly efficient one is often the ability to eliminate repetitive tasks, connect systems, improve measurement, and act with less internal friction.
Antonio Cerdán, head of hyperautomation at Excelia, emphasizes this direction by asserting that the real competitive leap does not lie merely in adopting more technology but in transforming the way of operating. Behind this idea is a tangible truth: when an organization still depends on chained manual tasks, its capacity to scale, cut costs, or respond quickly to market changes diminishes significantly.
A gap that primarily impacts competitiveness
The consequence is not solely technical but economic. In a market where productivity pressure continues to grow, automation is no longer seen as an optional innovation project but as a central pillar of competitiveness. Companies that better integrate automation and data utilization can optimize resources, reduce errors, accelerate decision-making, and respond more agilely to shifts in demand, costs, or regulation. This core thesis runs through the Excelia report and also explains why many technology providers are pushing AI and automation beyond just words.
Nevertheless, it’s important to interpret this snapshot cautiously. The Excelia barometer is based on perceptions from over 400 professionals, not a comprehensive census of the Spanish business landscape. Its value lies in providing a useful market signal regarding perceived digital maturity within organizations, rather than offering an exhaustive statistical measurement of all businesses. Even considering this nuance, the main message remains clear: Spanish companies have made progress in digitalization, but are still far from achieving large-scale advanced automation.
In that context, the gap between public discourse on AI and the operational reality of many companies is still substantial. While the conversation revolves around agents, predictive analytics, and smart processes, a significant portion of the business fabric still operates with spreadsheets, manual approvals, and poorly integrated systems. The challenge for 2026 is less about convincing companies that automation matters and more about helping them transition from basic digitalization to genuine operational transformation.
Frequently Asked Questions
What does it mean to have an advanced level of automation in a company?
It means that the organization not only uses digital tools but also automates processes supported by data, integrates systems, and reduces dependence on manual tasks in key areas such as operations, finance, or HR. According to Excelia, only 7.4% of Spanish companies currently operate at this level.
What percentage of Spanish companies still primarily work manually?
The Digital Pulse 2025 report places this group at 24.7% of surveyed companies, indicating that a significant portion of the market remains away from mature automation.
What official data exists on AI use in Spanish companies?
INE reports that 21.1% of companies with 10 or more employees used AI technologies in the first quarter of 2025. It also noted that 44.3% contracted paid cloud computing services.
Are digitalization and advanced automation the same?
No. A company may have a website, social media presence, cloud services, or digital tools but still lack advanced process automation. Eurostat shows many European companies have reached a basic digital intensity level; however, this does not necessarily translate into high operational maturity.
via: excelia