53% of spanish companies still don’t use AI

In a context where technological, social, and environmental transformations are advancing at a rapid pace, companies face the need to adapt to new realities to seize key opportunities that allow them to remain competitive. According to a report by KPMG, 47% of Spanish companies are already testing or using artificial intelligence (AI) in business processes, and it’s expected to reach 93% in just three years.

“Business’s future demands an approach that combines sustainability, technology, and diversity. That’s why training leaders who are capable of innovating and adapting to the demands of transformation is so important,” comments Delphine Arnau, Head of Corporate Relations & Career Services at TBS Education – Barcelona.

She highlights the main business challenges for 2025:

One of the most prominent challenges is the integration of artificial intelligence and digital transformation into corporate strategies. Experts point out that companies must adopt emerging technologies to improve efficiency and decision-making, while managing their implementation ethically and responsibly.

TBS Education experts analyze the main challenges that companies will face in 2025

Retaining the Gen-Z Workforce

Another crucial challenge mentioned by Delphine is the retention of Gen-Z talent, “a segment that is becoming increasingly relevant in the workforce,” she comments. To achieve this, companies will need to adopt diversity and inclusion policies, creating work environments that foster respect and equity.

On the international plane, geopolitical tensions will continue to shape business strategies, with uncertainty in global markets requiring flexibility and agility to adapt to unexpected changes.

Sustainability as a Competitive Advantage

Sustainability in business will also occupy a central place on the corporate agenda. “For this reason, the need to adopt circular economy models, as well as integrate sustainable practices into production and distribution processes, is seen as a long-term competitive advantage,” Delphine adds.

Finally, companies must continue advancing the inclusion of corporate social responsibility (CSR) in their policies. This involves promoting the health and well-being of employees, while contributing to the community through initiatives that support sustainability and social development.

Training for the Future

Master’s programs like the MSc in Digital Transformation and Business Innovation are presented as strategic options for professionals looking to acquire the key tools and knowledge to tackle these challenges. They also emphasize the importance of continuous learning to ensure business success in the future.

As Delphine concludes, “These are some of the challenges and opportunities that companies must consider to ensure their success in the future. The key to facing them will be constant adaptation and a commitment to innovation.”