Xavier Papiol, an executive at Conforama Iberia, shared the company's vision on the integration of artificial intelligence (AI) in an interview with ON-IA, highlighting a practical and human approach. Papiol compares the emergence of AI to the industrial revolution, emphasizing that its impact will be faster and deeper in life and work. At Conforama, the adoption of AI follows three steps: identifying processes where technology adds value, launching strategic projects like automating thousands of calls to the call center, and training teams to view AI as a tool that enhances their effectiveness. An internal committee oversees the implementation, ensuring ethics and data security. For customers, AI translates into personalized recommendations on the website and more efficient management. Papiol dispels the notion that AI will eliminate physical stores; on the contrary, he believes it will enhance them, especially in the furniture sector, where in-person experience is key. Personally, Papiol uses AI to organize trips and at work to automate tasks, generate ideas, and manage campaigns. The company began the process with mapping processes to identify areas where automation adds value, followed by modernizing the call center and training teams according to their roles. The transition to AI requires an educational approach to overcome resistance to change. In marketing, for example, AI allows for automating shipments, personalizing content, and optimizing campaigns. Conforama's AI committee, composed of diverse profiles, is responsible for data security and training and technology adoption plans. Regarding ethical challenges, Papiol acknowledges the debate around privacy but trusts that major tech companies are interested in ensuring data security. He believes that over time, concerns about privacy will diminish, as has happened with other digital services. In terms of customer experience, AI allows for personalizing offers in e-commerce and streamlining processes, leading to greater satisfaction. Despite digital advancements, Papiol defends the relevance of physical stores, especially for products like sofas or mattresses, where customers value trying before buying. Globally, Papiol highlights the need for regulation and training to coexist with AI and harness its potential without viewing it as a threat. AI is already present in daily life through applications, social media, and virtual assistants, and its impact on employment will be transformative, eliminating repetitive tasks but creating new opportunities. Regarding the future, Papiol admits that making predictions is difficult, but he observes an accelerated evolution of AI models, which are increasingly capable of reasoning and self-improvement. He emphasizes the importance of having control mechanisms and the responsibility of tech companies in this process.