In a moment of unprecedented technological acceleration, Company is positioning itself as a key enabler of the transformation driven by artificial intelligence within the Microsoft Dynamics ecosystem. With a solid local presence in Spain and a global partner network, the company is helping partners to evolve their role, adopt innovation and discover new business opportunities, both nationally and internationally.
We talked to Jorge Gil, regional director for southern Europe in Company since January 2025 and responsible for the business in Spain, to better understand how the partners channel is adapting to this new era and what role will play, migration to the cloud and collaboration in the future of Microsoft Dynamics.
• Microsoft has just turned 50 and the partners ecosystem has never been so dynamic. How is artificial intelligence influencing this new era?
Artificial intelligence is not only a new wave of innovation, but a structural change that is redefining how companies operate, how users interact with technology and how value is generated throughout the Microsoft ecosystem.
For the partners channel, IA is accelerating the transition of transactional models to results -oriented services. It allows automating processes, customizing customer experiences and extracting data value that were previously inaccessible.
The really transformative is how AI is being integrated natively into Microsoft business applications, and how it can be customized by tools such as Copilot and Copilot Studio. This means that partners no longer have to build everything from scratch: they can now focus on designing smart solutions, faster to implement, scalable and aligned with the real needs of their customers.
In this new era, AI is not just a technological layer: it is becoming the base on which innovation is built.
• How are Company helping your partners to take advantage of this transformation driven by AI?
In Company, we understand AI not only as a technological change, but as an opportunity for business transformation for our partners. That is why we focus on helping them develop the necessary capabilities to integrate AI in their offer in a practical, scalable and aligned way with the Microsoft roadmap.
We offer training, technical guidance and access programs that allow them to understand how to apply AI inside Microsoft Dynamics 365 – especially in Central Business and Co -People. But beyond technology, we also help you redefine your value proposition, adapt your delivery models and train your teams to assume a more advisory role.
And we are already seeing this change: many of our partners are beginning to lead the conversations about AI with their clients, not just to react to them. It is a clear sign that the ecosystem is evolving and that investments in preparation and training are paying off.
• What does this change imply for the traditional role of the technology partner in Business Applications?
The Microsoft Dynamics partner has always played a strategic role helping customers modernize their businesses, especially through migration to the cloud, process optimization and long -term digital planning. In many cases, that role was already an advisory and high confidence.
Artificial intelligence offers the opportunity to raise that role even more. It is now expected that partners help their clients identify where AI can really make a difference: what use cases prioritize, how to apply it responsible and how to guarantee that it provides measurable value.
This includes not only technical implementation, but also addressing key issues such as data privacy, safety, regulatory compliance and the ability to clearly demonstrate the return on investment.
It is not about replacing what partners already do well, but about enhancing their ability to generate competitiveness in their customers. In Company we support this evolution helping partners acquire the knowledge, trust and tools necessary to integrate AI in real business scenarios, always with a realistic, safe and value -oriented approach.
• Is Spain well positioned to lead this transformation within the Microsoft ecosystem?
Definitely. Spain has a very dynamic and trained Microsoft partners ecosystem, with a strong presence of Business Applications. Many have already advanced significantly in areas such as migration to the cloud, vertical solutions and managed services, which creates a solid base for the next wave of innovation driven by AI.
The most promising is the combination of technical experience and closeness to the business provided by Spanish partners. They know the sectors, processes and challenges of their customers, which places them in a privileged position to identify where AI can provide true value.
In addition, there is a great opportunity in the wide installed base of Dynamics On-Premise customers in Spain. For these organizations, migrating to the cloud is not only a technical improvement, but a necessary step to unlock all the potential of AI. The partners are in an ideal position to lead that transition, combining their deep knowledge of the product with an advisory approach.
In Company we see it every day: we work closely with partners throughout Spain that are already leading conversations about AI with their clients, not only from the technical point of view, but also strategic. With proper support and a continuous investment in talent and innovation, Spain is well positioned to play a leading role in the transformation of the Microsoft ecosystem promoted by AI.
• What are the greatest opportunities for Spanish partners in the next three years?
Predict the future to three years seen is never easy – especially in a world where technological change advances at an exponential rhythm. But what is clear is that the role of Microsoft Dynamics partners will be increasingly strategic, since companies seek trust orientation to navigate in that change.
Spanish partners have a unique opportunity to lead the digital transformation of the SME segment – one of the most dynamic and strategic sectors of the Spanish economy, which represents 99.2 % of the market (Ministry of Industry, Commerce and Tourism). Many of these companies are still in the initial phases of Cloud adoption, and even less have begun to explore the potential of the AI: only 2.9 % of the SME ecosystem uses AI in 2025 compared to 2.1 % in 2024 (Indesy 2025 Barometer). This opens a huge space to offer high -impact solutions.
The greatest opportunities will combine migration services to the cloud with innovation based on AI, especially in areas such as process automation, predictive analytics and customer experience. The partners that pack these capacities in vertical or repeatable solutions will be in an ideal position to climb.
There is also a growing demand for managed services and business consulting, since customers are looking for long -term partners to accompany them in a constant change environment. Spanish partners who invest in specialization, talent development and strategic positioning will be well prepared to take advantage of this impulse and convert it into sustainable growth.
• How is the cross -border collaboration between partners in Europe
One of Company’s greatest strengths is the scale and diversity of its partners ecosystem, which covers more than 75 countries and more than 1,000 partners. We actively promote collaboration between countries creating spaces where partners can share knowledge, exchange good practices and explore joint opportunities – especially in areas such as vertical specialization, cloud migration and adoption of AI.
Through our community programs, technical training sessions and regional events, we connect to partners that may be facing similar challenges or working in comparable sectors, although they operate in different markets. This allows them to learn from each other, compare approaches and identify synergies.
In an ecosystem as dynamic as Microsoft Dynamics, collaboration is not optional: it is a competitive advantage. And in Company we are committed to fostering that mentality throughout our network.
• What differentiates Company from other Microsoft aggregators or wholesalers?
What really differentiates Company is our exclusive approach to Microsoft Dynamics and our deep commitment to the success of the partners channel. We are not a general wholesaler with a broad portfolio: we are a specialized organization, 100 % focused on Microsoft, built around the needs of Dynamics partners.
This means that we go far beyond licenses and supply. We offer dedicated support, technical training, migration tools, training, business development resources and an active community where partners can learn, grow and succeed together. In Company we help the partners grow, optimize and transform – in each stage of the road. Everything we do is designed to help them provide more value, climb faster and stay aligned with Microsoft’s strategy.
The continuous recognition by Microsoft – including 10 consecutive years as part of the Inner Circle – is a reflection of that specialization and the trust we have built in the ecosystem. We are not just a wholesaler: we are a strategic growth partner for the Dynamics channel.
• What message would you share with the partners that still doubt in adopting this wave of innovation?
It is completely natural to feel a certain caution before such a rapid change – especially when it comes to technologies such as artificial intelligence, which evolve at high speed and are redefining expectations. But doubt should not lead to inaction. Today, real risk is not to advance too fast, but be left behind.
Our message for partners is clear: everything is not necessary to do it, nor do it alone. Start by identifying one or two areas where AI can provide value to your customers or improve your internal efficiency. From there, build step by step.
In Company we are here to accompany you on that path, with the tools, training and orientation necessary to advance with confidence. Innovation does not have to be disruptive. If it is managed well, it can be empowering, sustainable and deeply gratifying.
So, if you are a Microsoft Dynamics partner facing the challenges of AI, the cloud and continuous innovation, this is the time to take the next step. Whether you seek to climb, optimize your operations or explore new business models, company is here to support you – with the experience, tools and community necessary to help you grow, evolve and lead in this new era.
