The digitalization, sustainability, self-regulation, and regulation are the fundamental pillars of the Strategic Plan for the self-care sector. In recent years, this sector has made significant progress in its digital transformation. A notable example is the initiative launched in 2022 by the Association for Health Self-Care (anefp), which implemented a CRM system based on Salesforce. This tool has allowed for the centralization and optimization of contact management for member companies. Additionally, the integration of Pardot, Salesforce's marketing automation solution, has facilitated the personalization and improvement of internal communications, increasing information traceability and promoting professional participation in the association's activities, as explained by Jaume Pey, general director of anefp. Recently, the association presented the first AI Index in the Self-Care sector, revealing that 50% of surveyed companies already have an artificial intelligence implementation plan, and 59.1% have a specific department to manage these issues. This report provides a current view of how companies are facing the challenges and opportunities posed by AI, as well as the obstacles they encounter along the way, Pey highlights. The study analyzes the level of digital maturity in AI: 40.9% of companies consider their maturity level to be high, while 59.1% perceive it as low. However, 63.6% acknowledge that AI will be a strategic pillar in the future, and for 22.7%, that future is already a reality. Among the main objectives of AI adoption are process optimization and efficiency (90%), improvement in data management and analysis (45.5%), product and service personalization, customer experience, and cost reduction (27.3%), as well as gaining competitive advantages and driving innovation (22.7%). Tools like ChatGPT, Copilot, Azure, Perplexity, Writer, and other specialized solutions are already used by 73% of companies, with a positive rating of 61%, although 39% indicate they need more time to evaluate them. Among the identified barriers to achieving these objectives are the lack of training, limited digital culture, lack of human and economic resources, and legal and data protection restrictions. Looking to the future, companies identify the main challenges as privacy protection, intellectual property, and AI literacy. They believe that artificial intelligence will add greater value in areas such as process optimization, marketing, CRM, customer experience, clinical trials, sustainability, and science. Source: abc.es