1. From the perspective of the Madrid Chamber of Commerce, how do you view the evolution of the business community in light of the current digital transformation?

At the Madrid Chamber of Commerce, we are seeing a very positive trend in the business community with regard to digital transformation. Companies have made tremendous progress in recent years, particularly small and medium-sized enterprises (SMEs), which have incorporated digital tools into a wide range of areas of their operations: internal management, customer relations, sales, marketing, data utilization, and process improvement.

This progress is also reflected in the latest available data. According to the INE, in the first quarter of 2025, 21.1% of Spanish companies with 10 or more employees were already using artificial intelligence, and 44.3% were using paid cloud computing services. These figures clearly show that technology is no longer a matter for the future but has become a present reality in business management.

There is no doubt that the pandemic served as a major catalyst, as it forced many companies to accelerate changes that may have already been identified but had not always been addressed with the necessary urgency. However, what matters today is that digitalization is no longer just a short-term response—it is now part of the DNA of business management.

That said, not all companies start from the same place or have the same resources. And that is where institutions like the Chamber must continue to work. Our role is to support, advise, and help companies identify what they need, which solutions can add value for them, and how they can move forward in this process with the greatest possible assurance.

We have a very concrete example of what this support entails: the Digital Kit. The Spanish Chamber of Commerce has participated as a partner of Red.es in this program, which is funded with 3,067 million euros from the Next Generation EU fund and has already awarded more than 982,000 grants, with the goal of promoting the digital transformation of nearly one million small and medium-sized enterprises (SMEs) and self-employed individuals. These grants have provided access to funding ranging from 2,000 to 29,000 euros to implement solutions such as e-commerce, customer and process management, electronic invoicing, and cybersecurity.

For its part, the Madrid Chamber of Commerce has processed 139,000 vouchers, making the program accessible to thousands of small businesses and self-employed individuals and helping them make concrete progress in their digital transformation. Because what matters is not just financial assistance: the Chambers have also helped facilitate access to the program and supported businesses throughout the process. In fact, the CEO of Red.es himself highlighted the essential role of the Chambers in the business community’s positive reception of the Digital Kit.

I think this statistic highlights an important point: when we talk about the digital transformation of small and medium-sized enterprises, we’re not just talking about grand strategies or technology. We’re talking about supporting these companies, providing them with access to the tools they need, and helping them integrate those tools into their daily operations.

 

2. Technology is no longer just a technical field; it has become a strategic issue. Do you think companies are already incorporating this perspective into their business decisions?

Yes, I think so—more and more, although there is still a long way to go. For a long time, technology was seen as an issue linked almost exclusively to technical departments or very specific investments. Today, however, technology permeates virtually every aspect of a company’s operations.

It has to do with how we interact with customers, how we manage information, how we sell, how we become more efficient, how we protect our business, and how we are able to compete in increasingly demanding markets.

Therefore, the question is no longer just what technology to adopt, but why I’m adopting it, how I integrate it into my strategy, and what real impact it can have on my business. This shift in focus is essential. Technology should not be viewed as an end in itself, but rather as a driver of competitiveness, growth, and business transformation. And more and more companies are realizing that technology decisions are directly linked to their business model, their capacity for growth, and their competitiveness.

This evolution also entails a cultural shift within organizations. Digital transformation requires leadership, training, and the ability to adapt. It is not enough to simply implement tools; people and teams must know how to use them and understand their purpose.

Here at the Chamber, we emphasize this very point: digitization isn't about buying technology; it's about transforming the way we work to create more value.

Of course, for small and medium-sized enterprises (SMEs), this guidance in making decisions about which technology to adopt and for what purpose is especially important. Many companies know they need to move forward, but they need guidance to set priorities, make the right choices, and ensure that their technology investment makes sense for their business. And once again, that is where the role of the chambers of commerce is essential.

 

3. What would you say are the main challenges today for companies that want to grow and compete in an increasingly digitized, automated, and global environment?

I believe there are several very significant challenges. The first is productivity. Companies need to leverage technology to do more and do it better with the resources at their disposal, especially in the face of international competition and cost pressures.

The second is the ability to adapt. We operate in a rapidly changing environment, with new business models, new tools, new consumption patterns, and new channels for engaging with customers and markets. Therefore, we must remain constantly alert and prepared.

The third point concerns the company's internal preparation. It is not enough to simply implement a technological tool. It is necessary to review processes, organize information, train teams, analyze data effectively, and ensure that the organization is prepared to take advantage of that technology.

The fourth factor is talent. Digital transformation requires new professional skills, but it also demands that the knowledge of current employees be kept up to date. Continuing education is no longer just a nice-to-have—it has become essential for competitiveness.

And the fifth challenge is also the challenge of security—specifically, cybersecurity. As companies operate in a different environment, new vulnerabilities, new risks, and new protection needs arise. The more digital a company is, the greater its exposure to technological risks. Protecting information, systems, and customer trust is now a strategic responsibility. Cybersecurity must be part of the business strategy, because it directly affects business continuity, customer trust, and the company’s own competitiveness.

And, of course, we must not forget the size of our business community. We are talking primarily about small and medium-sized enterprises, many of which have limited resources. That is why it is so important for the business ecosystem to facilitate access to the technology, knowledge, and financing needed to implement these solutions. And that is why it is so important for them to have access to advice, support, and solutions tailored to their specific circumstances—such as those offered by the Madrid Chamber of Commerce.

 

4. Madrid is strengthening its position as a hub for business, technology, and investment. What factors are driving this growth, and what opportunities does it open up for the business community?

Here at the Madrid Chamber of Commerce, we are fortunate to work in a region with a highly dynamic and diverse business ecosystem that has enormous potential for growth. Spain has made an extraordinary effort in connectivity and digital infrastructure, and Madrid is a prime example. Our region has become one of the major digital hubs in southern Europe. Madrid already accounts for nearly 55% of Spain’s installed data center capacity, and according to the Government of the Community of Madrid, projected investment in this sector is expected to exceed 23,000 million euros through 2028. And behind every data center lies investment, energy, skilled jobs, innovation, and new business opportunities.

Therefore, we can say without a doubt that Madrid is now a leading economic, business, and technological hub, and this can be attributed to several factors.

On the one hand, we have a significant concentration of companies, talent, infrastructure, universities, knowledge centers, institutions, and investment capacity. On the other hand, Madrid has a very open, highly connected economy with a strong ability to attract both domestic and international projects.

All of this creates a particularly favorable ecosystem for businesses. It allows large companies, small and medium-sized enterprises (SMEs), startups, technology providers, investors, and institutions to coexist, and this connection opens up significant opportunities for collaboration, innovation, and growth.

In addition, Madrid has a very diverse business landscape. And this is essential, because the digital transformation does not affect only technology companies. It affects retail, manufacturing, professional services, logistics, tourism, education, healthcare, and, ultimately, all sectors of activity.

Therefore, we can say that this represents a very important opportunity for our companies to become more competitive, adopt new solutions, and better position themselves in an increasingly global environment.

Spain cannot win the race for the digital economy if digitization is concentrated solely in large companies.

Small and medium-sized businesses make up 99% of our business sector. And we need to ensure that none of them feel that digitalization and artificial intelligence are too complex, too expensive, or too far removed from their reality.

That is why we at the Madrid Chamber of Commerce have a very specific responsibility: to bring technology closer to real businesses. Not only to explain what AI is, but to help companies identify where they can derive value from it. Not only to talk about digital transformation, but to support SMEs through that transformation. And not only to provide training on tools, but also to provide training on key areas: data, cybersecurity, change management, talent, and the responsible use of technology.

 

5. Artificial intelligence, data, the cloud, and cybersecurity are dominating many of today’s business conversations. Which technologies do you think will have the greatest impact on companies’ competitiveness?

All of these will have a significant impact, but I think it’s important not to analyze them in isolation; instead, we should discuss how they work together. Artificial intelligence, for example, can help automate processes, improve decision-making, personalize customer relationships, and increase efficiency. But for artificial intelligence to deliver real value, a company needs to have its data, processes, and internal organization well-structured, along with adequate infrastructure and people capable of interpreting the results. That’s why technologies such as the cloud, data analytics, and management platforms will continue to be essential.

In the case of artificial intelligence, this data is particularly relevant because it shows that adoption is already on the rise, but there is still a long way to go. If one in five companies with more than 10 employees uses AI, it means we are dealing with a technology that is beginning to take hold, but one that still requires support, guidance, and a systematic implementation process in order to deliver real value to the business.

The cloud is also a key technology because it allows many companies to access capabilities that previously required more complex investments. It provides flexibility, scalability, and the ability to collaborate—which is especially important for companies that want to grow and adapt quickly.

And, of course, cybersecurity is essential. As a company digitizes its operations, sells online, manages data, works with platforms, or interacts digitally with customers and suppliers, it needs to do so securely. It’s not just about protecting systems; it’s about protecting the business itself.

Ultimately, rather than focusing on a specific technology, I believe we should discuss how all these solutions, when used together, can help a company become more efficient, more competitive, and better prepared to meet the challenges of its market.

And, in any case, the key is not to adopt the latest technology, but to identify the technologies that can best address a specific need or needs of the company.

 

6. Public-private partnerships are often key to accelerating innovation and facilitating technology adoption. What kinds of partnerships are most needed to ensure that digital transformation truly reaches the entire business community?

Public-private partnerships are essential. If we want the digital transformation to truly reach the entire business community—and especially small and medium-sized enterprises—we must join forces, because no single entity can tackle a transformation process of this magnitude on its own.

It is very important that we work together—government agencies, institutions, chambers of commerce, business associations, large companies, technology providers, and knowledge centers. Each contributes an essential element: resources, knowledge, reach, solutions, industry expertise, and the ability to provide support.

At the Madrid Chamber of Commerce, we are working precisely along those lines. Our role is to serve as a hub connecting businesses, institutions, and solutions, helping small and medium-sized enterprises (SMEs) access information, advice, tools, and opportunities that will help them move forward.

In this regard, the Madrid Chamber of Commerce’s technology portal, TIC Negocios, plays a key role. We are able to bring together companies that offer solutions in the areas of digitalization, content, initiatives, and services aimed at SMEs that may need them. The goal is to make technology accessible to businesses in a structured, professional, and practical way.

And this is very important, because it’s not enough to talk about innovation in general terms. We need to help the company identify what it needs, what solution can add value for it, and how it can incorporate that solution into its operations with confidence.

 

7. If you had to summarize in one sentence the role that technology should play in the future of businesses, what would it be?

Technology should serve people, productivity, and business growth.

It should not be an end in itself, but rather a tool in the service of business strategy, enabling us to work more effectively, innovate, grow, and create quality jobs. Technology must serve as a lever—a lever for competitiveness, growth, efficiency, and business transformation. It is a tool that allows us to improve processes, better reach customers, make better decisions, protect business operations, and open up new business opportunities.

And the competitive advantage will not necessarily lie in having more technology than others, but in knowing how to use it better. Companies that understand how to combine technology, talent, and knowledge will be the ones best prepared to cope with change.

And this is where institutions have an important responsibility: to ensure that no one is left behind in this process and that the digital transformation is a shared opportunity for Madrid’s entire business community.

Ultimately, what we at the Madrid Chamber of Commerce want is for our companies—and especially small and medium-sized enterprises—to be able to harness the full potential of new technologies with the greatest possible safeguards. We want to support them on this journey, help them move forward, and ensure that Madrid’s business community remains competitive, innovative, and prepared for the challenges ahead.

 

Elsa Salvadores Janssen
Deputy Director General
Madrid Chamber of Commerce, Industry, and Services