For years, the cloud has been a space to conquer where companies could store data more efficient and cheap. Today, that vision has been small. In 2025, Cloud is not only a reality settled in the great Spanish companies, but has become the base on which an even deeper transformation is articulated: that of artificial intelligence (AI), which goes from being experimental to strategic.
This is reflected in the last Cloud Market Report in Spain 2025prepared by the International Consultant of Eraneos Strategy and Technology.
A new cycle: intelligence storage
The study, based on surveys to more than a hundred technological managers of large companies, puts figures to this evolution: investment in cloud technologies will exceed 7,000 million euros this year. But beyond the economic data, the relevant thing is the turning point that marks this edition: 100% of the companies surveyed claim to be taking concrete measures in planning, management and government of AI.
“The industrialization of artificial intelligence is already underway,” explains Eduardo Martín, director of Sourcing and It Advisory in Eraneos Iberia. “We are no longer talking about pilot tests, but of projects with measurable objectives, integrated in business priorities and supported by increasingly mature cloud infrastructure.”
With clear objectives and specific uses
Although most companies still allocate less than 20% of their expenditure in cloud to AI (64.4%), the commitment to this technology is evident. In fact, 41.1% have already defined specific objectives by 2025 in relation to the fulfillment of the new European Artificial Intelligence Law, which demonstrates a qualitative leap in its implementation.
Among the most widespread uses include process automation (42.2%) and content generation (33.3%). Natural language processing (28.9%) and code generation (24.4%) also grow, pointing out a clear diversification of applications beyond marketing and customer service.
More investment, less focus on savings
The report also confirms a generalized consolidation of the Cloud model in Spain. For the first time, more than half of the companies declare to have more than 25% of their data in the cloud. In addition, 78% of organizations plan to increase their cloud investment during the next year, and 30.8% will do so by more than 20%.
An especially striking fact is that 15.4% of companies will dedicate more than half of their technological budget to Cloud in 2025, compared to 10.3% of the previous year, which represents a 50% growth.
Cost savings has ceased to be the main reason for this migration. Only 30.6% mention it as the main reason, compared to 41.2% in 2024. “The cloud is now perceived mainly as an engine of efficiency, innovation and scalability,” says César Gómez, manager of ESANEOS and main author of the study.
Supplier choice: flexibility and local presence
Regarding the choice of suppliers, companies especially value the FLexibility of the service, the amplitude of the catalog of solutions and a competitive money ratio. The report also highlights a new sensitivity to Data location: 47.7% of companies consider criticism that the supplier has a presence in sovereign territory, a trend marked by the geopolitical and regulatory context.
The market is still dominated by the great hyperscales: Microsoft Azure, Amazon Web Services (AWS) and Google Cloud Platform, with Oracle Cloud Infrastructure (OCI) gaining relevance. Microsoft Azure leads in market share, with a presence in 84.1% of organizations, while AWS leads the satisfaction ranking, with 96% of positive opinions among its customers
