Artificial intelligence adoption continues to accelerate across Spain, according to new research presented by AWS at the 11th AWS Summit Madrid, which attracted more than 10,000 attendees. The study found that 61% of Spanish companies have already deployed AI solutions, representing an increase of 11 percentage points from the previous year and a growth rate of 22%. The findings place Spain ahead of the European average of 54%, reinforcing its position among the continent’s leading markets for AI implementation.

The business impact reported by companies is already measurable. Among organizations using AI, 81% say the technology has improved productivity. Looking ahead, 89% expect AI to contribute to business expansion over the next year, while 71% already regard it as a core element of corporate strategy. These figures suggest that companies increasingly view AI not as a standalone technology initiative but as an important component of broader business planning.

Despite rapid uptake, the report indicates that deeper adoption remains limited. Nearly two-thirds of organizations, or 64%, remain focused on relatively basic applications such as chatbots. Only 17% describe their use of AI as advanced, including approaches that combine multiple models or deploy agentic AI systems. Readiness for agentic AI also varies significantly between different types of organizations. While only 16% of companies consider themselves fully or highly prepared, 74% of startups report readiness for the technology. Among organizations already using agentic AI, 44% cite faster decision-making and execution, while 35% report gains in operational efficiency and productivity.

The study identifies several factors slowing broader adoption. Regulatory requirements account for a substantial share of technology spending, with 44% allocated to compliance activities. Talent availability also remains a challenge, as 58% of companies point to shortages in digital and AI skills as barriers to implementation or expansion. In addition, 61% say government support plays an important role in decisions related to AI adoption. The report also highlights startup concerns, with 42% saying they would actively consider relocating expansion efforts outside Europe. Access to funding, international growth opportunities, global markets, and more predictable regulation were among the reasons cited.

Organizations are also placing value on technology choice and flexibility. The research found that 88% use providers from multiple regions rather than depending exclusively on domestic suppliers. Access to broader product capabilities, scalability options, and competitive pricing were among the leading reasons. AWS executives linked Spain’s AI momentum to the company’s planned €33.7 billion investment in expanding its Spain region through 2035. Examples from the Canary Islands Government's Ministry of Social Welfare, Equality, Youth, Children and Families, BBVA, and Mapfre illustrate how organizations are applying AI to improve services, streamline operations, reduce development times, lower costs, and create new products and experiences.

📊 What This Means (Our Analysis)

The most notable takeaway is not simply the pace of AI adoption but the gap between initial deployment and deeper operational integration. A majority of organizations have embraced AI in some form, yet only a small share report advanced implementations. That contrast highlights a new phase of adoption in which competitive advantage may increasingly depend on how effectively companies move beyond entry-level use cases and embed AI into core processes.

The findings also point to the importance of the broader ecosystem surrounding AI deployment. Skills availability, regulatory demands, investment access, and technology choice all emerge as factors influencing how quickly organizations can advance. The examples highlighted in the report suggest that measurable outcomes—from productivity gains to faster service delivery and lower development costs—are becoming key indicators of value as companies scale their AI strategies.

📌 Our Take: Spain’s next chapter in AI will likely be defined less by adoption rates and more by how deeply organizations turn that adoption into lasting operational transformation.