AI to transform products and business models, led by Albert Esplugas
Within the framework of the AI Adoption Program 2025–2026, the masterclass AI for new products and business models was held, led by Albert Esplugas, global technology executive and AI strategy leader with more than 20 years of experience driving Artificial Intelligence, generative AI and innovation initiatives at Amazon Web Services, Microsoft and Apple. The session, held at La Casa de la Llum by Simon, brought together INDPULS industrial partners with the 10 finalist startups and technology SMEs of the program.
The conference focused on a key idea: artificial intelligence is not only a tool for improving efficiency, but also a technology capable of completely redefining how products, processes and business models are designed.
From automation to redesign
During the session, Esplugas described AI as “cognitive electricity.” A particularly meaningful analogy given the venue where the event took place, La Casa de la Llum. Electricity did not transform industry when it replaced steam, but when it enabled factories to be redesigned. According to Esplugas, the same is happening with AI.
Most organizations use AI to automate specific tasks. But the real value leap comes when entire processes, organizational structures and value propositions are rethought. The return does not come from the tool, it comes from redesign.
The natural evolution of artificial intelligence
Esplugas structures the evolution of AI into several clear stages. First, scientific demos and technological curiosity. Then, the first useful applications based on predictive and cognitive analytics. Later, killer apps, such as intelligent assistants. Next comes the construction of infrastructure: data, Machine Learning Operations, standards, governance and regulation.
The key moment arrives with the real leap: deep redesign of processes and organizations. Finally, an invisible AI, naturally embedded in all systems, products and decisions. Not as an added layer, but as a structural capability.
New products, new business models
One of the central messages of the session was the need to go beyond internal efficiency. AI enables new products, services and business models that were previously not possible. The strategic question focuses on identifying which process needs to be redesigned and what new value we can offer to the market.
In this context, AI becomes a transversal transformation vector that directly impacts multiple dimensions of the business:
- What we sell
- How we sell it
- Who we sell it to
- How we work
- How we operate
- How we make decisions
- What we charge
- How we compete
- How we innovate
During the session, this vision was reinforced with numerous concrete examples of how AI is already transforming these areas across different industrial sectors, demonstrating its real potential to generate competitive advantage and open up new growth opportunities.
This vision aligns with the objective of the AI Adoption Program: to turn industrial use cases into real, operational and scalable AI pilots, connecting specific needs with high-impact technological solutions.
Industry and technology, aligned around real challenges
The event reinforced one of INDPULS’ core pillars: effective collaboration between industry and technology. When startups, technology SMEs and large industrial groups work together on real challenges, innovation stops being theoretical and becomes measurable impact.
AI is not the final destination. It is the catalyst. The true competitive advantage lies in knowing where and how to redesign. And this is precisely the path we are activating at INDPULS.
Similar Content
