Can you tell us about your professional career and how you have specialized in your area of expertise?

Throughout my 20-year career, I have specialized in transforming large multinationals such as Unilever, Vodafone, Telefónica and B2Holding, through the use of data, artificial intelligence, advanced analytics and digital innovation. And how new technologies can help the company grow, reduce costs and improve the efficiency of its operations.

Over the past 12 years, I have held various management positions and served on the executive committee and co-founded several multinationals. Currently, I am the Chief Data & AI Officer at the Department of Culture and Tourism in Abu Dhabi.

My passion for artificial intelligence dates back to my years as a student at the University of Granada, where I specialized in the subject. Subsequently, I did a postgraduate degree at the University of Edinburgh and a PhD at the Complutense University of Madrid, both focused on the application of Artificial Intelligence to complex multi-agent systems.

The last two decades, I have been linked to the academic world as an adjunct professor at prestigious institutions such as the University of Edinburgh, the Complutense University of Madrid or the Instituto de Empresa, sharing my knowledge in artificial intelligence and digital transformation.

Challenges in your industry in terms of DECIDE technologies.

From your perspective, what are the biggest challenges facing large corporations in adopting intelligent decision-making systems and AI-based solutions? And in which areas of companies do you think these technologies are gaining the most acceptance?

One of the biggest challenges is overcoming resistance to cultural change within organizations. Implementing disruptive technologies requires a change in organizational mindset, especially to rely on data-driven systems for strategic decision making. In addition, the lack of specialized talent in technical areas and the integration of solutions with legacy systems represent significant challenges.

What barriers do you perceive to these transformative digital solutions being efficiently integrated into organizations?

The main barriers include:

  • Technical challenges: Integrating advanced technologies with existing infrastructures can be complex and costly.
  • Lack of trust in data: Data quality and lack of governance are often initial problems.
  • Scalability: Many companies adopt pilot technologies but fail to scale them for real impact across the organization.

Objectives of becoming a member of the Advisory Board of DECIDE

What aspects of DECIDE attracted you to join its Advisory Board?

DECIDE stands out for its innovative approach to decision-oriented technologies (artificial intelligence, business processes, process mining, expert systems based on business rules or enterprise architecture) combined with its commitment to quality and differentiating results for its clients. Their reputation as a leader in technology consulting, coupled with their ability to deliver real value through customized solutions, is what motivated me to join this visionary team.

What objectives or contributions do you expect to contribute to the company’s strategy from your role?

My goal is to help DECIDE expand its market impact, optimizing its portfolio of solutions to make them even more scalable and accessible. I will bring my experience in leading digital transformations and my knowledge in artificial intelligence and advanced analytics to strengthen its position as a benchmark in technology consulting.

DECIDE’s differential value in the sector

In your opinion, what differentiates DECIDE from other consulting firms?

What sets DECIDE apart is their focus on customization and tangible impact. They not only implement technology, but work closely with clients to ensure that solutions align with their business objectives and generate measurable results.

How do you think DECIDE can continue to innovate in order to remain a benchmark in the sector?

I firmly believe in DECIDE’s commitment to constant innovation, as they maintain a focus on sustainability and ethics in IA by developing solutions that are not only efficient but also responsible and adopting flexible approaches that allow them to be very agile in implementing new ideas and adapting to change while keeping the customer at the center.