After more than two decades of experience in the Spanish market, Trend Micro begins a new strategic stage marked by a name change, a decisive commitment to artificial intelligence and a profound evolution of its relationship model with customers and partners. This was evident in the recent press conference held in Madrid, in which several company executives outlined the main milestones of this transformation and analyzed the current cybersecurity landscape.
From Trend Micro to TrendAI: AI as the backbone
The most relevant announcement of the meeting was the company’s evolution towards TrendAI, the business unit enterprise from Trend Micro that places artificial intelligence at the core of all its solutions. A change that does not respond solely to a brand issue, but to a redefinition of the positioning and the role that the company wants to play in the digital strategy of its clients.
According to Antonio Abellán, Country Manager of the company in Iberia, “artificial intelligence is not a passing fad, but rather the new framework on which business strategies are built.” In this context, TrendAI was born with the objective of accompanying organizations throughout the entire data journey, from its generation to its exploitation through AI, guaranteeing its protection and governance at each stage.
This vision is supported by a solid evolution of the business in the region. The company has closed fiscal year 2025 with growth close to 23% in the last two years and has doubled its workforce in Iberia in that same period, reinforcing key areas such as strategic consulting, threat intelligence, cloud security and applied AI. In addition, it has strengthened its territorial presence with specific teams for the north and south of Spain and plans to open an office in Portugal, moving towards an integrated vision of Iberia as a single market.
From technology provider to strategic partner
Beyond the figures, Abellán highlighted a profound change in the relationship with clients. “We have left behind a purely transactional model to become a strategic partner, capable of helping companies define their cybersecurity map and plan in an environment where AI directly impacts the business,” he stressed during his speech.
This approach involves working alongside organizations in defining their data protection strategy and in the safe adoption of artificial intelligence, understanding the particularities of each sector and aligning cybersecurity with corporate objectives. An approach that, according to the company, explains both the sustained growth and the high expansion in existing clients, especially in critical sectors such as industry, infrastructure, public sector or financial services.
AI also needs to be protected
From a more technical perspective, José de la Cruz, technical director of Trend Micro Iberia, delved into the challenges posed by the mass adoption of artificial intelligence. “We have been working with AI models for many years and that translates today into solutions that cover their entire life cycle: from the infrastructure to the end user and the language models themselves,” he explained.
De la Cruz warned about frequent errors in private AI projects, such as lack of visibility or governance mechanisms. The disorderly growth of initiatives, the possibility of data poisoning or the alteration of sensitive processes – including industrial ones – force IT and cybersecurity departments to adopt a proactive role, with committees, processes and controls that allow the use of AI to be governed safely. “We are at the highest peak of AI adoption and strategic vision is key. Without governance or controls, the risk multiplies,” he summarized.
An increasingly sophisticated threat landscape
The analysis of the current context was carried out by David Sancho, threat researcher, who drew a scenario marked by the professionalization of cybercrime and the reduction of entry barriers. “Today it is possible to carry out a serious attack with very low budgets, of just 500 or 1,000 euros, which has increased the volume of attacks,” he warned.
Among the main concerns, Sancho highlighted the rise of ransomware – which continues to be the number one risk – the increase in credential theft through infostealers and the qualitative improvement of campaigns phishing powered by AI. Added to this is the phenomenon of Shadow AIwith employees sharing sensitive data in uncontrolled language models, and the growing threat of deepfakes.
TrendAI becomes a business-oriented company, with AI at the core of the proposal and prepared to help organizations
In this context, TrendAI proposes a comprehensive approach that covers the protection of infrastructure, users, LLM models and applications, providing visibility and establishing “guardrails” to prevent attacks throughout the entire AI lifecycle.
The evolution of the channel, a key piece
The strategic change has also been transferred to the partner ecosystem. Juan Antonio Denia, channel manager at Iberia, explained that the company has opted to reduce the number of partners to focus on highly qualified partners aligned with its philosophy. “It is not just about technology, but about sharing a proactive security vision based on risk management, visibility and data sovereignty,” he said.
The channel strategy is based on three pillars: intensive training, reliability as a partner and strong support so that partners understand and transfer the company’s strategic approach to the market. A model that, according to Trend Micro, has been key to accelerating growth and addressing highly critical projects.
Looking to 2026: growth, specialization and leadership
Looking ahead to the coming years, TrendAI plans to maintain a path of sustained growth, deepening its platform model based on artificial intelligence and reinforcing sectoral specialization, both internal and channel. In an environment marked by platform consolidation, regulatory pressure and accelerated adoption of AI, the company aspires to lead the next stage of the cybersecurity market.
“The rebrand reflects who we are today and where we are going,” Abellán concluded. “A business-oriented company, with AI at the core of our proposal and prepared to help organizations adopt it without fear, but with control and governance”
