A figure presented at a business meeting indicates that 57% of Spanish companies lack structured data for AI. INE estimates that only 21.1% use it effectively.
According to OK Diario, 57% of Spanish companies do not have their structured data prepared for artificial intelligence agents to generate a direct economic impact on their financial results. This figure was presented at a business meeting aimed at marketing directors (CMOs).
Official figures point in the same direction. According to the final data from the National Institute of Statistics (INE), only 21.1% of Spanish companies with 10 or more employees use artificial intelligence technologies effectively. The European Commission's report on the Digital Decade states that 27.2% of Spanish companies have integrated cloud services in a consolidated manner, a prerequisite for processing large volumes of information.
Javier Martín, CMO and co-founder of Agencia Ícaro, warns of the risk of leaving the strategic direction of brands in the hands of unmonitored algorithms. Martín argues that:
“artificial intelligence represents an indispensable accelerator in today's market, but it firmly reminds us that it lacks its own thinking ability, so humans must be involved in the process.”
According to the executive, any competitor can access the same generative tools, so the advantage lies in context, business vision, and professional judgment. Martín summarises his stance in one phrase: “Yes to AI, but always supervised by an expert.”
For companies, the message is that data integration into a business roadmap comes before the adoption of tools, and executives must coordinate that task.
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