Artificial intelligence (AI) can only be understood and makes sense if it is the people behind all those processes. And there Spain has a historical opportunity to attract talent and promote a productive fabric that uses and incorporates this technology into its operations. Because if it is done well, the benefits obtained by citizens are extraordinary. This was one of the main conclusions that were addressed at the first table of the II Artificial Intelligence Day: transforming the present, creating the futureorganized on April 30 by eldiario.es in Madrid.
It occurs in the field of telecommunications, for example, in which the use of AI is intensive. “Artificial intelligence has changed our way of working,” admitted the Director of IA and Data Strategy in Masorange, Adraán Bertol. In the field of customer service, for example, this technology helps the company to transcribe and understand all the calls and communications it receives from its users. “It is an incredible leap, because we go from presupposing what customers want to really understand what they need from us. And that allows us to take actions and improve our service,” he explained.
To successfully take advantage of the ability of AI, Masorange has launched a program so that all its employees, including those who work in their own contact centers, can and know how to use it. Hence the training is essential to move towards new professionals – not only from the sector tech– Able to work with AI, whose demand from companies is unstoppable. “It is necessary that from the educational institutions and public level there is investment in this type of profiles,” Bertol defended.
It is at this point where the commitment to capture talent makes more sense than ever. The way of life, climate and culture are factors that act as a magnet to attract well -trained professionals to our country. In addition, if Spain is capable of SMEs – which represent 99% of the productive fabric – access AI in a simple and natural way, the occasion to place themselves at the technological and economic avant -garde is unique. “To achieve this, investment, public-private collaboration and sovereignty in the use of artificial intelligence are needed,” recalled the head of Masorange.
Safer surveillance
Another area in which AI plays a primary role is that of security, as explained by the client’s intelligence director in Securitas Direct, Ekaitz Barrenetxea. With an accumulated experience of three decades, this company bases its philosophy on the sum of technology and people. Its own data architecture and the application of predictive algorithms allow this company, in just 500 milliseconds, evaluate the risk of intrusion that comes from the signal of its alarm devices distributed in the houses of its customers.
This is key, since its specialists can act more agility when an incidence arises and make better decisions. “With these language models, we are able to analyze much faster all the interactions we have with our clients and adapt to what they need to protect them even better,” said Barrenetxea. The fact of being able to segment and hyperpersonalize the consultations that reach them allows Securitas to multiply their effectiveness. “We see AI as a technology at the service of people. Our goal is to continue evolving and improving both devices and algorithms,” said the guest. Throughout this process, the role of company security experts is essential. They not only deal and talk to users: they also guarantee people’s safety.
For Barrenetxea, the collaboration of public and private spheres is the only option for society to get the most out of both AI and other technologies. On the one hand, administrations must favor investment and regulation. On the other, companies have to put on their part to successfully implement these strategies within their organization without ever losing sight of their customers.
The importance of the human factor was present in all the messages that were treated at this discussion table. The general director of Artificial Intelligence of the Ministry for Digital Transformation and Public Function, Aleida Mayor, said that “the human supervision capacity of the systems should not be lost.” In his speech, he stressed that public administrations must ensure that no one is left behind, and democratic the use of these technologies by all citizens. “We must teach the youngest that AI is a machine and that they cannot lose control at any time,” he added.
For her part, the director of Digital.es Digital Transformation, Beatriz Arias, insisted on the idea that artificial intelligence “replaces tasks, not people,” and stressed that “innovation can never be out” of the process. In his opinion, the AI is “like a box, in which according to the quality of what goals, so it comes out.” Faced with this reality, Arias concluded, it is necessary to make an additional effort so that the data that are introduced into those models “are not biased”, and do not leave any vulnerable collective outside the labor market.
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