AI is now the top priority for Spanish firms, reshaping how intangible assets and reputation are valuedExecutive summary: Artificial intelligence has risen to the top of the agenda for Spanish companies, overtaking talent management and communications as the primary strategic concern. This shift signals a re‑evaluation of intangible assets and reputation in corporate planning. The change underscores the growing influence of AI on business strategy and the need for firms to integrate AI considerations into reputation management and valuation frameworks. Spanish companies, investors, regulators, AI service providers Companies are expected to increase AI investments, adjust governance structures, and face tighter scrutiny over AI‑driven reputation impacts.The latest Expansión report indicates that artificial intelligence has overtaken talent management and communications as the foremost concern for Spanish companies. This shift reflects increasing reliance on AI-driven insights for strategic decision‑making and risk assessment. The development follows heightened regulatory scrutiny and market pressure on firms to demonstrate measurable AI value. Consequently, intangible assets are being reassessed across sectors.Connected developmentsEU probes US AI export restrictionsAI fuels fraud surge in the UKOpen the full case file on Beyond →
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