When we perform any action on the Internet, we don’t realize the machinery that is set in motion behind every click. A hyperconnected machinery that functions as a whole, from its physical infrastructure to the training of its workers.

In this complex world for most of society, data centers and the cloud stand out as the most invisible components, despite processing and storing the millions of pieces of data we create and use. Intelligence comes from both AI and big data, while cybersecurity ensures protection. This infrastructure has one main goal: to reach customers through sales (e-commerce and digital marketing), which would not be possible without employees and their training (e-learning).

Its impact in numbers

Nor are we aware of the business and economic impact all of this has. According to Gartner, spending on “infrastructure as a service” optimized for AI will grow by 96% by 2026, reaching $42 billion. In the data center sector, the SpainDC association notes that Spain could attract up to 66.9 billion euros in both direct and indirect investment by 2030, thanks to the AI boom. Gartner again highlights that data center systems and intelligent software are driving global technology spending beyond $6 trillion. As for cybersecurity, IDC projects global revenue to reach $308 billion (including unified platforms and critical defense infrastructure). By 2029, it forecasts that figure will rise to $430 billion.

Focusing on e-commerce, the National Commission for Markets and Competition reports that e-commerce revenue in Spain exceeded 114,800 million euros in 2025, a 20.6% increase over the previous year. In the case of digital marketing, the Digital Media Advertising Investment Study by IAB Spain and PwC indicates that the digital market in Spain closed out 2025 with growth of more than 11% (6,211 million euros).

We cannot overlook talent at a time when it is in short supply. This imbalance is reflected in a ManpowerGroup study that highlights that 78% of Spanish companies are having difficulty filling their job openings—five percentage points above the global average.

These figures show that technology is one of the driving forces behind the smart enterprise, in which human resources—its other major pillar—have much to contribute. Where are we headed? This is the big question that more than 400 speakers and over 470 exhibitors will attempt to answer at Tech Show Madrid on November 4 and 5, in Halls 3 and 5 at IFEMA Madrid. TAI Editorial will be present at this event to showcase the latest developments in the technology industry.