The Association for the Progress of Management (APD), in collaboration with cloud provider Arsys and the Political Economy of Innovation Research Group at Complutense University of Madrid, has presented the first national barometer on Generative Artificial Intelligence (GAI) in the Spanish business sector.
According to data collected in this barometer, four out of ten executives believe that companies that do not adapt to GAI will face a risk of disappearing. However, the incorporation of this technology has brought obstacles to overcome, such as the perception of a loss of control over data privacy or the autonomous handling of information.
The barometer, compiled between April and July 2024, serves as a reference by capturing the perspectives of more than 450 senior executives on the integration of GAI into business processes. A total of 84.8% of respondents believe that GAI offers significant opportunities to optimize efficiency and personalize services, which will allow companies to better position themselves in an increasingly competitive global market. However, the report also emphasizes the need to overcome barriers such as investment and talent requirements to adopt this technology. Similarly, 42% of the surveyed executives are convinced that GAI will have a direct impact on their business strategy in the short term.
According to the report, large corporations are leading the use of GAI, particularly in areas such as customer service, product and service personalization, and optimization of internal processes. In contrast, small and medium-sized enterprises show lower adoption rates due to a lack of technological maturity and scarcity of resources. Thus, the lack of budget, talent, or technological capability are the factors hindering GAI implementation, with resistance to change not being a determining factor. This disparity is a challenge that Spain must overcome to ensure an inclusive digital transition across all sectors.
“AI is no longer science fiction; it is a reality and a key element in the productivity of companies, which must integrate it into their operations and value chain as soon as possible. Now is the best time to do it if they haven’t already,” emphasizes Miguel Martínez Vélez, Chief Product Officer of Arsys.
Most Lagging Sectors
The study highlights that the agri-food, services, construction, and energy sectors, despite their weight in employment and GDP in Spain, lag in the adoption of GAI. These sectors face structural challenges that hinder technological integration, such as a lower availability of specialized talent and technological resources. With an estimated contribution of nearly 84% to GDP and total employment in Spain, the most lagging sectors represent a significant portion of the national productive fabric, and their adaptation to GAI is crucial to maintaining competitiveness in the global market.
Executives in these sectors believe that without support from technology providers and strategic alliances, GAI adoption will be challenging to implement. Barometer data reveal that 68.6% of surveyed companies will need external support to develop their GAI initiatives, as they lack the necessary technological resources and talent.
Privacy, Ethics, and Data Control
The barometer highlights that 54% of senior executives fear losing control over strategic decision-making in their companies as a result of GAI’s automation and autonomy. This concern is particularly acute in large companies, which face the challenge of managing large volumes of data and the responsibility of protecting privacy and information security. Furthermore, the worry about a loss of control accompanies fears that GAI may compromise human autonomy in key business decisions, underscoring the need for ethical and controlled implementation.
Another relevant aspect is the concern about data privacy, as a significant number of surveyed executives believe that adopting GAI could pose significant risks in this regard. This concern is heightened by the possibility that technology could autonomously store, analyze, and use data, sparking a debate about the need for regulations that ensure ethical and secure management of information and companies’ ability to control that information. “Undoubtedly, GAI brings about a transformation that must be approached with due knowledge of its risks and benefits,” adds José Molero, Emeritus Professor at UCM. This first barometer on GAI provides a clear and detailed view of how Spanish business leaders assess both the opportunities and risks posed by this emerging technology. With the support of the collected data, APD emphasizes the importance of a transition to GAI that is controlled, ethical, and ensures the competitiveness of the Spanish business fabric in the global market. This study marks the first step toward a digital transformation that demands both responsibility and agility to adapt to the rapid changes of a technology-defined era.