From chatbots to intelligent agents: the new AI revolution
We talk – and continue to talk – every day about generative artificial intelligence. At first, it was seen as a technology capable of writing, summarising or translating. Shortly afterwards, we were discussing programming or responding using natural language. Later came the debates on energy consumption, technological sovereignty and business impact.
This phase, which seems to have no end in sight because artificial intelligence generates constant interest, has been decisive. Few technologies have spread so rapidly amongst the public, businesses and public authorities.
But the most recent signs point to something more profound: AI has moved from conversation to action. We are entering a phase of operational maturity and a practical focus.
We are no longer talking solely about models that generate text, images or code. We are talking about agents capable of interacting with systems, querying data, using tools, making decisions under supervision and carrying out tasks in real-world environments.
Businesses no longer prioritise merely the roll-out of chatbots. They are now seeking to integrate cognitive systems into their value chain, drive assisted programming and optimise entire workflows.
This evolution is impacting healthcare, science, banking, retail, public administration, education, defence, robotics and digital infrastructure.
The question is no longer whether AI will transform the economy. The real question is how we are going to integrate it with confidence, security and strategic purpose into our personal and professional environments.
AI agents are redefining productivity and business automation
The key difference between a traditional assistant and an AI agent lies in their ability to act.
An assistant responds. An agent can plan, retrieve information, use tools, link steps together and complete complex tasks.
This opens up a huge opportunity for organisations. In a business, an agent can help prepare reports, review data, generate commercial proposals, analyse risks, coordinate schedules, automate internal processes or support customer service.
In a hospital, it can help organise clinical information, suggest diagnostic hypotheses or review test results under professional supervision. In a laboratory, it can speed up experimental cycles. In public administration, it can improve the efficiency of services and administrative procedures.
The key is that these systems do not operate as isolated solutions, but are connected to each organisation’s data, processes and rules. That is where the real leap forward lies: moving from using AI as an ad hoc tool to integrating it as an intelligent layer within day-to-day operations.
Healthcare and scientific research: where artificial intelligence is already making a real impact
One of the areas where this new phase is most evident is healthcare.
In recent months, there have been significant advances in medical agents, the diagnosis of rare diseases, AI-assisted medicinal chemistry and safer clinical systems.
Research shows systems capable of operating in simulated electronic health record environments, requesting tests, interpreting results and formulating diagnoses or treatment plans. This does not mean that AI will replace healthcare professionals. It means that it can become a much more integrated support tool, always subject to clinical validation, professional supervision and safety safeguards.
The potential of AI in rare diseases is also noteworthy. The ability to analyse large volumes of genetic and clinical data can help generate new diagnostic hypotheses and speed up processes that traditionally take years.
At Telefónica, we support SESPA through a healthcare solution that aids in the diagnosis of over 300 skin conditions, improving triage capacity in primary care and helping to prioritise the most urgent cases.
In the field of chemistry applied to medicine, AI is beginning to be integrated with experimental laboratories to propose reactions, analyse results and optimise synthesis processes.
Healthcare exemplifies, better than any other sector, the dual reality of artificial intelligence: enormous potential for improvement and an absolute need for trust.
From experimentation to integration: how AI is transforming businesses and public administrations
Artificial intelligence has moved beyond the isolated testing phase to become a tool integrated into real business processes.
In the financial sector, AI is applied to wealth management, regulatory compliance, risk analysis, internal productivity and customer service. These capabilities bring efficiency, but also require robust governance models.
BBVA’s Data & AI University, developed in partnership with Telefónica, aims to improve and update professional skills related to data and artificial intelligence. The project has enabled the training of more than 5,000 employees across six countries.
In the public sector, Telefónica is involved in initiatives such as DATAGIA, an agri-food platform launched in collaboration with various technological and institutional partners that combines AI, IoT, Big Data, augmented reality and blockchain technologies to optimise processes, improve decision-making and enhance traceability.
Another example is the project developed for the State Attorney General’s Office, where artificial intelligence helps to identify relevant documentation, locate precedents and generate recommendations that streamline the preparation of legal responses under professional supervision.
The opportunity is clear: fewer repetitive tasks, faster decisions, better use of internal knowledge and more agile processes.
Enterprise AI is no longer just about automating more; it is about automating better.
Agent-based commerce: the next major transformation in retail
Retail is entering a new phase.
AI already helps discover products, compare options, personalise recommendations and facilitate purchasing decisions.
However, the next step will be what is known as ‘agent-based commerce’: systems capable of acting on behalf of the consumer or the business to search for, compare, recommend and even carry out certain actions within predefined limits.
This change will affect marketing, brand positioning, logistics, pricing, customer service and inventory management.
At Telefónica, a key example is GenIA, the virtual assistant within the Smart Workplace ecosystem. Using natural language, users can identify devices, compare alternatives, receive personalised recommendations and resolve technical queries in real time.
The incorporation of tools such as productivity calculators also makes it possible to estimate the impact of technology in terms of efficiency and time savings.
Organisations that adapt their data, services and catalogues to this new approach will be better positioned for the future of digital commerce.
Trust, transparency and regulation: the foundation for sustainable AI
The regulation of artificial intelligence is evolving from general principles towards specific obligations relating to transparency, risk management, human oversight, the protection of rights and the assessment of high-impact systems.
Europe is moving towards a risk-based model that seeks to foster innovation without compromising on security and trust.
In this context, transparency regarding AI-generated content will be essential for combating disinformation, fraud and deepfakes.
AI literacy is also becoming increasingly important. Understanding how these systems work, what their limitations are and what risks they pose will become an essential skill for citizens, professionals and organisations.
Digital trust will be one of the most important assets of this decade. Organisations that integrate AI responsibly will be better prepared to innovate sustainably.
Cybersecurity and digital sovereignty: AI as a strategic technology
Artificial intelligence is profoundly transforming cybersecurity.
On the one hand, it enhances defensive capabilities through threat detection, vulnerability analysis and the automation of protective measures.
On the other hand, it increases the risk associated with more sophisticated attacks, advanced phishing campaigns, deepfakes and new digital fraud techniques.
Organisations need to accelerate their prevention, detection and response capabilities.
Cybersecurity must become increasingly predictive, automated and integrated into system design.
Furthermore, AI is establishing itself as a strategic technology for governments and critical sectors, reinforcing the importance of human oversight, accountability and transparency in its development and deployment.
Artificial intelligence is not merely an economic tool. It has also become a key element of competitiveness, resilience and technological sovereignty.
Digital infrastructure: the true driving force behind AI development
The race for artificial intelligence no longer depends solely on having the best models.
It also requires computing power, data centres, energy, connectivity, cloud services, talent and digital infrastructure.
The concept of ‘AI factories’ reflects this reality: training and deploying advanced systems requires specialised infrastructure capable of combining performance, security, energy efficiency, scalability and resilience.
For businesses and countries, this has clear strategic implications.
AI requires high-capacity networks, secure cloud services and reliable connectivity. Without these capabilities, it is impossible to deploy artificial intelligence solutions at scale.
In this context, technological sovereignty also takes on greater significance, understood as the ability to deploy, protect and operate technologies aligned with the economic, social and regulatory interests of each region.
When AI steps off the screen: robotics, automation and smart industry
Artificial intelligence is making the leap into the physical world.
Robotics, autonomous systems and advanced automation are entering a new era, driven by the convergence of generative AI, intelligent agents, simulation and multimodal models.
These capabilities have the potential to transform sectors such as logistics, manufacturing, mobility, agriculture and services.
A recent example is the project developed for Pastas Gallo, aimed at modernising internal logistics processes through a scalable digital platform capable of integrating systems and improving operational efficiency.
The evolution of autonomous vehicles and industrial automation systems is paving the way for new developments linked to Industry 4.0.
The question will no longer be whether robots resemble humans, but whether they are safe, useful, efficient and capable of delivering real value.
What companies and public authorities must do now to harness the potential of AI
The main conclusion is clear: artificial intelligence can no longer be managed as an isolated experiment.
It must form part of the strategy.
Companies need to identify high-value use cases, prepare their data, train their teams, review suppliers, establish controls and measure results.
Public authorities, for their part, must strike a balance between innovation and the protection of rights, using AI to improve services whilst ensuring transparency, security and fairness.
There is one common priority for all organisations: building trust.
The most successful AI will not necessarily be the most technically advanced, but rather the one that is useful, safe, understandable and governable.
The era of operational accountability: the future of artificial intelligence
Artificial intelligence is entering a new phase. Less spectacular from a media perspective, but far more profound in terms of its real-world impact.
The conversation no longer revolves solely around larger models or more sophisticated responses. It now centres on agents, processes, data, regulation, infrastructure, cybersecurity and trust.
The organisations that will reap the greatest benefits will not necessarily be those that incorporate the most AI tools, but those capable of integrating them with purpose, control and a long-term vision.
Because true transformation does not consist of automating what we already do, but of rethinking how we work, how we innovate and how we generate value.
The evolution of artificial intelligence reinforces a fundamental need: to have secure, connected digital infrastructures that are ready to integrate innovation on a large scale.
In this context, Telefónica aims to play a role that goes beyond connectivity, enabling businesses, public authorities and citizens to access the most advanced technologies in a simple, secure and scalable way.
As set out in the company’s vision, Telefónica has taken on the challenge of “becoming the best gateway for citizens to digital technologies” and of offering “the best network for accessing the most innovative technology”, putting artificial intelligence, connectivity and cybersecurity at the service of a responsible, sustainable and people-centred digital transformation.
