Artificial intelligence
Miguel Ángel Acero Álvarez Responsible for Digital Transformation and Industry 4.0

The transformative power of artificial intelligence

In 2023, several studies assessed the impact of artificial intelligence on the workforce, concluding that it enables workers to complete tasks faster and improve the quality of their output. In 2024, AI has established itself as a disruptive technology capable of transforming entire industries. From automating processes, to creating new user experiences, AI is redefining how businesses operate and interact with their customers, transforming the business landscape through its ability to deliver new forms of creativity, efficiency and personalisation.

We face a competitive environment in which many questions arise: How is it impacting on different sectors? how can we prepare ourselves for the successful implementation of artificial intelligence solutions? are we developing a technology that will leave humans behind in many ways? what ethical principles should guide their development?

From a technology company committed to the cutting edge like Izertis, we recognise that AI represents not only an unprecedented opportunity, but also a responsibility towards our customers and society in general. At Izertis we talk about Liquid AI: it flows throughout the organization, adapts to our way and our day-to-day life, and permeates everything we do. We understand that the key to leveraging AI lies in its strategic integration and its ability to generate long-term value, which is why we strive to design customised solutions that maximise return on investment. AI is constantly evolving and staying ahead of the curve requires continuous investment in research and development to explore the new frontiers it opens up.


We observe that the approach to the use of AI by our customers comes from different avenues. Customers with a higher degree of data maturity and a clear strategy on how to get the most value from data have internal structures that allow them to integrate different AI solutions in different areas of the company in an agile way. On the other hand, in those companies where the degree of maturity is lower, the first approaches are taking place at points of interaction with the user (chatbots or assistants) or through the incorporation of artificial intelligence components in corporate applications. For example, a company using Salesforce as a CRM is accessing the value-add that the vendor has achieved by naturally incorporating AI-based components and even generative AI. The same applies to the use of Microsoft's or Google's suite.

Conversational agents, powered by AI, are redefining business-customer interaction

The use of solutions such as ChatGPT represents another way of acceleration within companies, as it is the users who promote their use. Companies must be aware of the risks involved and therefore put in place the means to ensure that they can be used without the danger of breaching privacy and confidentiality policies. In this way, generative AI has become an accelerator for the deployment of more traditional AI solutions, because it enables the opening up of more classical AI deployment solutions (machine learning and predictive analytics).

Conversational agents, powered by AI, are redefining the interaction between businesses and customers. At Izertis we have developed a range of solutions based on them that improve the user experience and optimise customer service. These agents, using advanced natural language processing (NLP) technologies, are able to understand and respond to queries accurately and efficiently, as well as to perform complex tasks that were previously not possible at a reasonable cost.

AI will continue to evolve and expand its applications

The integration of these AI solutions undoubtedly presents countless opportunities, but it also poses ethical challenges that we cannot ignore, making responsible development and use indispensable. Technology companies must ensure transparency in our algorithms, avoid bias and ensure that our solutions respect the privacy and rights of individuals. At the same time, we must promote sustainability in our solutions, seeking to reduce the environmental impact of the technologies we develop.

Looking ahead, AI will continue to evolve and expand its applications and will be deeply integrated into various aspects of our lives. From medical care to mobility in autonomous vehicles. At this point, we will see an even greater push for the humanisation of human-machine interfaces. This will have a very high implication on the way we work in any professional activity. We will do this more efficiently with the help of numerous generative AI-based solutions. In addition, there is also great potential in the massive exploitation of the capabilities of the data stored by companies that we have so far not been able to fully exploit. We must realise that the evolution of AI does not stop with generative AI solutions like the current ones, but that we are close to an even more impactful change, such as the deployment of general AI solutions.

So far we are in a world where we apply specific AI aimed at solving specific problems, but significant results are already being achieved with AI solutions that can successfully perform any human-like intellectual task. It would even be able to make judgements and reason in a situation of uncertainty, based on prior learning and training, to the point of communicating in natural language.