DES – Digital Enterprise Show 2025, opened its doors this morning (10 June) in Malaga, Spain, revealing the future of artificial intelligence, after its democratisation in recent years.
Fernando Domínguez Pinagua, VP at Sandbox AQ, an AI and quantum computing company spun out of Alphabet, spoke at the meeting about the next wave of AI in the B2B space: Large Quantitative Models (LQMs).
Unlike today’s language-based models, LQMs use math, neural networks, and knowledge graphs to analyze vast data sets, solve complex equations, and generate new, reliable insights. These models aim to drive major economic impact, from policy making to financial and business markets.
Pinagua said: “We must be careful with Large Language Models, since they are only statistical. AI does not think, it only makes estimates. I would say that the artificial intelligence modality, as we understand it today, is excellent for marketing, for example. However, it does not have an impact on the real economy. This is where LQMs come in”.
AI redefines all sectors
This first day of DES also unveiled the strategies being carried out by large companies such as MasOrange, Alibaba.com, Repsol, Mango or Securitas Direct, in the adoption of AI in their processes and equipment.
Meinrad Spenger, CEO at MasOrange, said: “If we increase Internet and fiber penetration, we also increase GDP. We are committed to innovation and we do not focus only on large cities or industrialized areas.”
AI has similarly impacted e-commerce by improving product descriptions or creating more dynamic and personalized campaigns.
Giusy Beneduce, head of customer success at Alibaba.com, said: “The three areas where we have seen the most changes are content creation, international commerce – when it comes to maintaining relationships with buyers around the world and in digital marketing”.
Next steps for AI in talent
During the day, the ninth edition of DES explored how the workplace is being redefined in the face of rapid technological change, evolving employee expectations and new models of collaboration.
Guille Lorbada, head of new ways of working at Repsol, said: “We want to take a strategic approach to generic AI and know the plans for its implementation. It’s no longer about technology, it’s about people. When we talk about generic AI at Repsol, we talk about dedicating time.”
Álvaro Vázquez, director of people management Iberia & Latam at Securitas Direct, emphasised that AI is not just a tool.
He said: “Big changes are coming in human resources. We will use voice analytics for recruitment, as well as AI coaching for managers and directors, and chatbots. It’s not just about giving an answer, it’s about finding answers to these questions”, adding that “we are using AI to select talent, as well as to predict who will sell the most”.
Source: www.exhibitionworld.co.uk
Comments are closed.