**London**: Salesforce’s Tapas Talks event highlighted how generative AI is transforming sectors from energy to banking by improving service personalisation, operational efficiency, and sustainability, while emphasising ethical use and the evolving role of human expertise in AI collaboration.
Artificial intelligence (AI) has firmly established itself in everyday life, evolving from basic applications to more complex and conversational forms now known as generative AI. This advanced technology, capable of producing text, images, and solving problems based on extensive data, is increasingly being harnessed by businesses to enhance efficiency and service delivery.
This progression was recently discussed at a Tapas Talks event hosted by Salesforce, the world’s leading customer relationship management (CRM) provider, held at Forbes House. The event gathered senior technology and business leaders to explore AI’s current role and future potential across various sectors.
The diverse panel included Ricardo Usaola, Regional Vice President of MuleSoft; Malu Delicado, CIO for Iberia at Mapfre; Javier Márques, Chief Data Officer at Grupo Generali España; Elena Gil, Director of Artificial Intelligence and Data at Telefónica Tech for Spain and America; José Antonio Santana, Senior CIO Advisor at Salesforce; David Villaseca, Chief Digital Officer at Moeve; Natalia Mayoral, Chief Data Officer at Naturgy; Israel Rodríguez, Director of Innovation at Unicaja; Francisco Bueno, IT Director at Avatel Telecom; and Tomeu Bennasar, CIO at Iberostar.
The session, moderated by digital strategy consultant Pablo Caño, began with Usaola highlighting MuleSoft’s AI integration capabilities. He explained that AI acts as a “natural connector” facilitating seamless interactions between systems, an increasingly important feature as “agents will start talking to agents,” referring to automated systems communicating with each other. Usaola remarked, “The governance of all those conversations becomes something natural for MuleSoft.”
Malu Delicado from Mapfre emphasised the balance AI must strike: complementing services to enhance customer experience and improve productivity while maintaining the human element. Meanwhile, Javier Márques from Generali described AI as a “catalyst” prompting reassessment of existing processes, questioning how to optimise efficiency in client servicing, claims management, and partner interactions.
Elena Gil of Telefónica Tech pointed to AI’s evolution beyond routine tasks to tackling “high-value tasks,” reflecting generative AI’s expanding capabilities. Francisco Bueno of Avatel Telecom spoke about AI’s role in streamlining internal processes such as summarising contracts or validating data.
José Antonio Santana from Salesforce underscored new ways AI is transforming customer and internal interactions. He shared, “Thanks to MuleSoft and Agentforce, AI allows us to connect between Salesforce systems, as well as the rest of the ecosystem, even connecting agents with other agents. All of this causes an increase in value and experience in the relationship with the end customer.”
In the energy sector, David Villaseca and Natalia Mayoral outlined AI’s critical function in energy transition and infrastructure management. Villaseca highlighted AI’s central role in managing biofuels and green hydrogen plants, key to decarbonisation efforts, commenting, “We are building the largest biofuels complex in Southern Europe with artificial intelligence, which will help us reduce carbon emissions by 4% from road traffic in Spain.” Mayoral noted the challenge of managing vast data flows from a digital electric grid and shared Naturgy’s project analysing all inbound calls to gauge customer needs and satisfaction.
Banking is also seeing AI-driven transformations, stated Israel Rodríguez, aiming for “a more conversational bank that understands the user and allows inclusive interaction,” with internal efficiencies improved through accelerated, agile processes.
Concluding the first discussion round, Tomeu Bennasar of Iberostar stressed the importance of adaptability and data quality, describing AI integration as dependent on structured information and the development of new professional profiles.
Looking ahead to 2035, participants foresaw AI enabling faster, tailored services across industries—from insurance claims and financial queries to energy supply responses and travel experiences. AI is expected to reduce routine tasks for employees, allowing focus on higher-value work.
Sustainability and ethics were common themes. Villaseca pointed out the need to balance AI’s growing energy consumption with efficiency to meet environmental goals, while Gil anticipated AI becoming seamlessly integrated into everyday life and urban systems. Bennasar and Mayoral emphasised ongoing efforts to improve model accuracy and data privacy, with Mayoral noting Naturgy’s cautious approach ensuring “safety and privacy” while leveraging data for stronger customer relationships.
Connecting these advancements is MuleSoft’s technology, which facilitates access to reusable data “pieces” for professionals to implement effectively. Salesforce aims to simplify AI deployment, enhancing speed and scalability. Santana concluded, “It forces us to transform, in organizations and processes within the company, and to know how we should use it internally in technology departments.”
The event culminated with an interview between moderator Pablo Caño and Enrique Polo, CEO of Salesforce Spain, who reflected on the company’s two-decade engagement with AI. Polo explained, “In the last two years, there has been an explosion in the use of generative AI because companies have realised its potential and have been gradually deploying it. It is a technology that can solve a multitude of business problems across all sectors.”
Polo highlighted AI’s capacity to transform customer relationships from transactional to relational, preventing negative experiences. He noted the essential role of quality data, stating, “If you do not have the correct data and proper management of it, you will not be able to have AI that does not make mistakes.” With 26 years of experience managing customer data, Salesforce is positioned as a key facilitator in this domain.
Looking forward, Polo envisions specialised AI “agents” collaborating with humans across different business functions. He also acknowledged cost concerns around generative AI: “It is true that the cost of generative AI must come down.” On ethical considerations, he warned, “The risk lies in seeking short-term utility at the cost of sacrificing certain values that could harm the brand.” On employment impacts, Polo believes AI will redefine roles rather than replace jobs, enhancing efficiency by “delegating low-value actions and enabling… time and talent to higher-value tasks.”
The Tapas Talks event illuminated how generative AI is reshaping various industries through enhanced integration, personalised services, and sustainability considerations, signalling a transformative future where technology and human expertise evolve in tandem.
Source: Noah Wire Services
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