Automation and the strategic use of data have become the new battlefield of business competitiveness in Spain. However, reality shows that most organizations have not yet taken the definitive leap in automation.
Only 7.4% of companies have reached an advanced level of data-based process automation, while 44.5% continue to combine manual processes with partial automation, according to the report Digital Pulse 2025: Digital Maturity Barometer by Excelia, a Spanish consulting, technology and professional services firm.
The study, based on the opinion of more than 400 professionals from Spanish companies, shows that digitalization is advancing progressively, with an increasing adoption of technological tools. However, many organizations have not yet made the leap toward more advanced models based on automation and strategic use of data, which limits their ability to improve efficiency, anticipate market changes, and compete in increasingly demanding environments where automation is key.
Automation: the great pending challenge
Although the most basic digitalization of Spanish companies has advanced in recent years, the automation of key processes such as finance, human resources or operations is still in an intermediate phase. In fact, one in four companies (24.7%) still operate largely with manual processes, which limits their efficiency, scalability and potential for automation.
Despite these limitations, the use of data already shows a more advanced evolution within Spanish organizations. 53.1% of the professionals surveyed affirm that data is essential for decision-making in their company, while 35.8% usually use it, even in a moderate way and without a high degree of automation. Only 11.1% recognize that data has a limited or almost non-existent role in their strategic and operational decisions, which shows a lack of integration with automation processes.
Automation and data, the key to the competitive leap
The Excelia report highlights that progress in digitalization no longer depends solely on the adoption of tools, but on the ability of companies to integrate automation and the use of data into their operations. Those organizations that move in this direction manage to improve efficiency, optimize resources and strengthen their ability to adapt in increasingly competitive environments thanks to automation.
“Spanish companies have made progress in digitalization, but the real competitive leap is not in incorporating more technology, but in transforming the way in which they operate. The automation of processes and the use of data as a basis for decision-making is no longer an option, it is a requirement to improve efficiency, reduce costs and gain agility,” says Antonio Cerdán, Hyperautomation Managing Director of Excelia, who adds: “Many organizations have taken an important first step by digitizing their operations, but they have not yet evolved towards truly intelligent models. The challenge now is integrate automation and data analytics in a coherent way, to move from operational digitalization to strategic digitalization that directly impacts the business through greater automation.”
One in four companies (24.7%) continues to operate mostly with manual processes, which limits their efficiency
Excelia accompanies organizations in their evolution towards more advanced models of digital maturity through a comprehensive approach that combines automation, data analytics and implementation of technologies such as artificial intelligence. Through solutions adapted to the needs of each company, the company promotes process automation, improves decision making and transforms operations into more efficient and scalable models. All of this with the aim of strengthening competitiveness, accelerating growth and facilitating adaptation to an increasingly demanding business environment, where automation is a key differentiating factor.
