The emergence of AI has brought with it unprecedented professional and business development opportunities, but it has also revealed the importance of facing new socio-economic and regulatory challenges. International leaders from more than 41 countries participated in the eighth edition of DES – Digital Enterprise Show , the largest European summit dedicated to exponential technologies held in Malaga, providing their knowledge and perspectives on the present and future of the application of generative AI for the competitiveness of business environments and social impact. Of all their interventions, the international meeting highlighted:
The 10 key trends in artificial intelligence for 2024
AI has opened a new cycle: Artificial intelligence has overtaken all other technologies developed in recent years and has marked a new cycle. Thus, AI, and specifically generative AI, is already being implemented in all industries, generating new business activities and improvements in operations and teams. Although the solution is having the greatest impact in banking , it is in information technology and professional services where the greatest increases in competitiveness are observed. Given the capacity that the digital tool offers in terms of anticipation and hyperpersonalization, AI has positioned itself as the disruptive force of 2024, with the forecast that use cases can be scaled next year.
AI data does not cover us all: The world summit has claimed the need to correct biases and gaps so that AI can provide responses based on ethnic, gender, demographic and group diversity. Zondwa Mandela , grandson of Nelson Mandela and president of the Mandela Legacy Foundation, has addressed “data colonialism” in order to visualize the problem of unequal digital information in Africa. Consequently, he has urged the international alliance to facilitate the continent's access to data that fits its situation, while also having the option of acquiring AI solutions. In fact, Africa will have 25% of the world's population in 2050, so it is essential that developers of technological instruments incorporate content from the southern part of the globe.
AI, ethics and international regulation: Investment in generative AI will reach 151.1 billion dollars in 2027, a figure that exemplifies the accelerated growth of the solution. This rapid evolution has caused digital innovation to sometimes clash with human rights or to act with discrimination based on sex, nationality or race. For this reason, at the global meeting there has been a general consensus on the need to legislate AI, with the aim of guaranteeing data privacy and security and, at the same time, ensuring an ethical formulation of the technology, a step that has been pioneered by the European Union. Wendy Hall , a pioneer in the development of science for the creation of the World Wide Web; Dan Nechita , one of the promoters of the new AI Law in the European Parliament; or Millán Berzosa , who was director of strategic alliances in Spain and Portugal at Meta, are some of the leaders who have demanded this regulation at DES2024. The next phase is international cooperation aimed at not violating citizens' rights, including the United Kingdom, the United States and China in this grand understanding. Linghan Zhang , a member of the UN High-Level Advisory Body on Artificial Intelligence, has reflected on the latter country, explaining that the Asian giant is developing its own industry of generative learning tools, so it will soon face the risks of AI.
Opportunities with human talent and new professions: Experts at the meeting have claimed the importance of human talent, as executor and user of AI, for the development of valuable content. From this context, experts have seen that jobs will not be replaced, but rather will be improved in order to improve the ideation or production phases. In this sense, it has been revealed that jobs that require specific knowledge about AI have increased their remuneration by 25%.
AI perfection, an unexpected risk: As a technology that progresses, AI faces threats that are being attempted to combat. Among them, there is the challenge of privacy and data security, the impact on jobs, the violation of copyright, the reduction of creativity and the spread of misinformation or false content. Precisely, as shared in DES, 40% of consumers see among the dangers of generative AI the attack on their confidentiality and the spread of 'deepfakes'. Added to this is the challenge of addressing the possible psychological impact that AI-generated or enhanced content can have on the most vulnerable users, who are children and adolescents, so they must be easily identified as such.
Everything tailored to your needs. DES2024 experts have highlighted that there is no one-size-fits-all model for integrating artificial intelligence, but that each organisation must find the models and tools that work best to promote their business. Furthermore, the summit has set 2025 as the date when the ecosystem of AI solution developers will be consolidated and expanded. Likewise, 'no-code' AI developer tools are gaining ground in the market with proposals that allow for the easy creation of applications and web pages for areas such as education, health or marketing.
Beyond AI: The integration of artificial intelligence with other solutions is generating great opportunities. This is the case of the Cloud, which is experiencing a global increase: global spending on cloud infrastructure services has been 79.8 billion dollars in the first quarter of this year, a 21% increase compared to the same period last year. Meanwhile, the synergies between AI and Blockchain are transforming areas such as banking, where it is helping to achieve faster and safer transactions, with an estimated cost savings of up to 30% in settlement and clearing processes. It has also had a positive impact in the healthcare field, with the improvement in the management of medical records, and where market growth is expected to reach 1.6 trillion dollars in 2025, according to the projections presented.
Europe needs a cybersecurity body: Cyberattacks continue to be one of the crimes that have intensified the most in the last year. Last June in Spain, the DGT suffered a macro-offensive that affected more than 34 million drivers, an attack that adds to those suffered by companies of the stature of Meta, Amazon, Netflix, Telefónica, Iberdrola, or BBVA. To combat this scenario, international security specialists have advocated in DES2024 for the creation of a common European defence through the creation of armed forces and a community protection plan. Consequently, it has been detailed that the EU should begin by establishing a body that would ensure the safeguarding of the Twenty-Seven at a cyber level and that could face multiple cyberattacks by forming a "shell" that would guarantee confidence in the processing of data and online security.
Measuring ESG to increase company value: ESG criteria have become a business reference for advancing at the regulatory and investment level. Specifically, certifications help reduce costs, increase efficiency, advance contracting processes and boost brand reputation. In order to quantify and demonstrate the achievement of ESG, data analytics technologies are the chosen ones, from which informed decisions can be made, generating a positive impact on the company and society. In addition, measuring ESG has an impact on the value of the company, which in figures can have an average increase in valuation of up to around 5%. Also, market reports show that reporting certifications, for more than half of corporations, means greater engagement with their stakeholders, better risk management and better environmental and social performance.
Málaga Valley: DES2024 has made it clear that the capital of the Costa del Sol continues to lead Europe in terms of technological innovation. Málaga has established itself as a centre of attraction for investment, talent and business development in the field of digital solutions and has positioned itself following the Californian model, which combines business opportunities and the benefits of climate, gastronomy and culture. Proof of this are the possibilities that arise from the establishment in the city of world-renowned technology companies such as Google, Vodafone or NTT Data, or the recent announcement of hosting the second world headquarters of IMEC, a leading R&D institute in microelectronics, which has a centre in Belgium.
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