Ignacio Isasa: “It takes humanity to connect with the customer”

What are the main challenges faced by companies in the digitalization process?
The first is resistance to cultural change, especially among the most traditional organizations. Another is the lack of digital talent. Given that they require significant resources, you can return the investment. Finally, implementing measures to protect data and business continuity is critical.

El tejido empresarial aragonés is mainly created by familiar companies. What is your level of digitization?
Aragon has great growth potential, with plenty of talent and great opportunities to lead with digital transformation and innovation. The challenge now is to channelize these strengths, foster public-private partnerships, promote access to emerging technologies, and support continuous learning, because while established companies have begun the digitization process, many are still at an early stage. Now the challenge is to speed up this process.

Your company is digitized, including social impact management. ¿If you consist of EY Givers platform?
It's a tool that digitizes the way companies manage and report their social impact. Allow the identification of projects of participants and volunteers, organizations and reports in a transparent manner contribution, according to ESG criteria.

Can it be extrapolated to other companies?
Yes, this platform is designed as a solution that can be easily implemented in other companies as long as you are aware of the corporate culture of social responsibility. Its implementation requires an organizational structure that encourages active participation of employees in social impact projects, as well as an action plan adapted to the characteristics of each organization.

¿Más complicado implicar en esta causa a una grand plantilla como la de EY que a la de una pyme?
When the greatest staff is assembled, it usually creates an effective contagion in the culture for compromise and leadership to actively participate. These are the main directions of the culture of solidarity to be visible, but also to participate.

How are companies implementing AI?
It involves significant changes in operations management. Many organizations are integrating AI solutions to improve customer personalization, optimize processes, and predict behaviors. There are differences in acceptance rates by sin embargo, industry and company size. The most advanced leaders favor generative artificial intelligence, predictive analytics, and automation of repetitive tasks, while the youngest are still in the exploratory phase.

What are the mistakes to avoid when integrating AI?
One of the main mistakes is to implement it without a clear purpose or without a value-based approach that can contribute to the business. Another common mistake is lack of preparation in terms of information; Often, inconsistencies, insufficient structures, or insufficient structures result in the intention to use IA for limitations. Can be carried out individually: IA debe serv vista komo una tool for a las peoples poderarar, sin to change no plan. Finally, it is important to ensure transparency; Pricing for IA models comprehensible, auditable, and other products.

One of the sectors most affected by technology is retail. ¿Are there qualifications and aversions to the Empire's advantages?
Personalized recommendation engines, “chatbots” for customer attention, real-time behavioral analysis, predictive inventory management… These solutions improve operational efficiency and the purchasing experience. But AI is also successfully applied in telecommunications, for optimizing networks and personalizing services; en las energetices para prediction de demand; Use it to personalize experiences, optimize and mediate virtual assistants to serve customers.

¿Can you register IA by contacting the customer?
Paradoxically, the right implementation of AI can humanize the relationship between business and customer. Automators that repeat tasks, interactions for greater feats, and algorithms for constant personalization of communication and prevention of necessary needs to protect customers' emotions.