Adrián Bertol brought the debate on artificial intelligence to a practical level, emphasizing an essential premise: before thinking about AI, it is crucial to have solid data, applications, and cloud infrastructure. Only on these foundations can technology truly add value, whether by anticipating demand, segmenting customers, or improving user care. From his personal experience and the development of his project in the Chamberí neighborhood, Bertol illustrated how a specific need can transform into a viable business proposal if the customer is listened to, a real demand is identified, and an honest relationship with the environment is cultivated. In his case, digitalization has been key to communicating, detecting needs, researching the market, connecting with specific audiences, and supporting the growth of a brand with a tangible impact on its community. For him, authenticity means removing barriers between what one is and what one shows, a vision he shared with the spirit of the event. As Head of Tech & AI Business Development at MasOrange, Bertol concluded the session by providing an operational and realistic perspective. After a morning focused on identity and roots, his intervention organized the enthusiasm for technology, issuing a clear warning to SMEs: before diving into AI, it is essential to digitalize the business and structure the data. “Artificial intelligence is a layer added on top of the business, but it needs a prior digital foundation,” he explained. “Now everyone wants to sell AI, but to leverage it, we need information and data; without that, we get nowhere.” Only then can technology segment customers, launch precise campaigns, anticipate trends, understand behaviors, and improve care. Bertol dismantled the idea that AI works autonomously: without organized data, there are no miracle solutions. Source: larioja.com