Coinciding with the tenth anniversary of the AWS Summit Madrid, which has gathered more than 10,000 attendees, Amazon Web Services (AWS) has made public its report “unlocking the potential of AI in Spain in 2025”. The study reveals that half of Spanish organizations have already incorporated artificial intelligence (AI) in their operations, exceeding the European average in eight points.
This advance places Spain as one of the leading countries for adoption of AI in the continent. Only in 2024, more than 450,000 companies began using this technology, which is equivalent to a new company per minute. Currently, it is estimated that 1.6 million Spanish companies already make use of AI solutions.
The impulse to AI is especially marked among startups: 63% already employ it and 42% have placed it in the center of its strategy. In contrast, large corporations advance with greater caution. Although 69% already use some type of AI service, only 6% have developed a specific strategy and only 15% offers products or services based on this technology.
Despite the differences, the economic results are encouraging. According to the study, 96% of companies that have adopted the report of 34% benefits.
50% of Spanish companies already use artificial intelligence, and the adoption rhythm does not give signs of slowing down
“We are at a turning point for artificial intelligence,” said Suzana Curic, Country Leader of AWS for Spain and Portugal. “We barely begin to see the benefits that this technology can contribute to companies and users.”
Prominent strategic adoption cases
Public-private collaboration is being key in this process. Naturgy, Madrid Digital and Multivrse Computing are some examples of entities that are integrating AI with AWS strategic vision.
Rafael Blesa, Naturgy global cio, explains that his company is accelerating digital transformation “with a clear approach towards innovation and adoption of AWS’s hand”. Blesa highlighted solutions such as his Intelligent Contact Center or his feeling analysis system, which manages more than 22,000 daily interactions.
For its part, Elena Liria, CEO of Madrid Digital, value the platform Digital accountwhich allows a more agile relationship between citizenship and administration. “Thanks to artificial intelligence and AWS technology, accessibility, security and agility in the deployment of new digital services is guaranteed,” he said.
From the technological field, Enrique Lizaso, CEO of Multivrse Computing, underlines the importance of democratizing AI: “Our compactifai solution, available in Aws Marketplace, allows to reduce up to 93% the size in memory of various models. This means faster, more economical and sustainable models, without sacrificing precision.”
The training, key to closing the gap
The study also identifies one of the main obstacles to the advance of AI: the lack of talent. 41% of companies indicate difficulties in finding qualified profiles, which limits their capacity for technological implementation. In response, half of the companies have already launched training programs in AI and are willing to offer up to 45% more salary to professionals with digital skills.
To address this structural challenge, AWS has launched the AWS Futuro IA program, aimed at university students and higher degree FP. This initiative, framed in the Tech alliance, It seeks to train half a million students in technological skills for 2027. Combine technical training with mentoring and inspirational sessions led by professionals in the sector.
The tenth Aws Summit Madrid has not only served as the thermometer of the technological progress in the country, but as a showcase of the decisive role that AI will play in economic growth and modernization of companies and institutions.
