Tell us a little about yourself. What does your job at Telefónica involve?
In 2021, I joined Telefónica through the Talentum scholarship programme, starting my career at the company as a graphic designer and technical manager of the B2B Sales Academy, the leading online training platform for Telefónica’s B2B sales representatives.
Since then, my professional profile has evolved considerably, participating, for example, in data analytics projects for monitoring B2B sales teams and in (in)formation projects.
In addition, my recent specialisation in Artificial Intelligence and Machine Learning is opening up new avenues of innovation, such as the development of virtual training solutions for sales skills and the creation of predictive models for certain business indicators.
It is undeniable that working within the Telefónica ecosystem provides me with direct contact with experts in cutting-edge technologies and access to all the innovations, capabilities and resources I need to continue developing professionally and transforming the company from within.
Tell us more about your arrival at Telefónica.
It was a big change from the work I had been doing previously in a small design studio. Firstly, because of the difference in the scale of the company; and secondly, because I was lucky enough to join the B2B Sales Academy project when the platform had just evolved and I was able to learn in depth about how these types of systems work, corporate training, commercial skills, etc.
At the same time, I also developed a comprehensive design project that covered both user experience (UX/UI) issues for the platform and the design of courses and other graphic resources related to the project.
I currently combine my work as a designer with data analytics and innovation projects, seeking the best way to integrate new tools and technologies such as AI into the training of our sales teams.
To what extent can AI help to train commercial skills and abilities?
Artificial Intelligence is significantly transforming many of our jobs. This is also happening in the areas of corporate training and employee skills development, offering us innovative solutions adapted to the current challenges of the business environment.
To give a first-hand example, as I mentioned earlier, during 2025 I have developed a virtual tool for training sales skills through roleplay or interactive and realistic simulations, in which the (human) employee can practise their sales approach by talking to a virtual customer (AI).
Once the conversation is over, a specialised agent analyses the salesperson’s performance in depth based on pre-established criteria, identifying successes and areas for improvement, and providing personalised recommendations to optimise future interactions.
Thanks to AI, we can replicate countless everyday scenarios for a salesperson, such as presenting new value propositions to customers, negotiating or handling objections. What’s more, it does so in a practical and flexible format that is perfectly suited to the employee, rather than the employee having to adapt to the training, as is the case with traditional courses. This results in deeper learning and better assimilation of the concepts and practices we seek to reinforce.
What other applications can AI and machine learning have in the B2B field?
Without going any further, in my area we are evaluating the introduction of machine learning models for the predictive analysis of some of our business KPIs, which will allow us to monitor the situation in advance, enabling us to plan preventive actions before those results become reality.
Likewise, there are pilot projects underway in different commercial areas that delve into the automation of repetitive or time-consuming processes, such as the automated generation of customer offers or the automatic processing of tender documents.
The key to success lies in combining the different technologies available and integrating them optimally into existing processes to maximise their impact and allow us to continue flying the flag for excellence.
Which people working at Telefónica would you nominate for this interview who you consider to be excellent at their job?
I nominate my colleague Carmen Escribano Rodríguez, who is also incorporating these new technologies into various internal projects, and Sergio Jaramillo Gil, who works in the Innovation department and helps to bring new products and innovative solutions to all Telefónica customers.
