During the second day of DES – Digital Enterprise Show 2025, Europe’s largest event on exponential technologies, being held June 10-12 in Malaga, personalities such as Margaret Mitchell, founder of Google’s Ethics department and current chief ethics scientist at technology company Hugging Face, unpacked the key challenges and best practices to help business leaders navigate this landscape responsibly and effectively.
Mitchell said: “One of the most difficult things to apply in foresight and ethics, in terms of artificial intelligence, is that we only know we have been successful when we manage to generate trust, something that can be measured according to the market. We can know if we are doing it right when the competition is doing it wrong.”
Implementing ethical strategies
Good governance and commitment to the use of data is key to generate trust and stability at the corporate level. Malú Delicado, CIO at Mapfre, said: “We have turned governance into an opportunity. In fact, we have a platform that can evaluate all the AI we use in Mapfre, identify its transparency and its risks. The results of this platform are working and helping us understand and immediately address any issues we may have. Regulation is important, but it doesn’t have to be a problem.”
While Jose Senra, global director data management operations at PepsiCo, considered data ‘as a strategic asset for companies’, He said: “Recently, we have published a global policy for responsible AI use, which is good for consumers, customers, employees and all people. In addition to having usage requirements, we have a global AI council, and it makes sure that any product is delivered with the right architecture and security.”
Climate impact of AI
The environmental footprint has also dominated the debate in terms of AI adoption. David Villaseca, chief digital officer at Moeve, detailed that “sustainability is another axis that we need to recognise, as artificial intelligence consumes a lot of energy”.
He added: “We must make sure we use it in a way that can also reduce the impact and monitor it to really reduce this consumption”.
Carlos Asensio, head of digital planning, data and artificial intelligence governance at Iberdrola, had the same opinion, stating: “It is also important to offer security in terms of ESG through the delivery of certificates. We recognize the capabilities offered by AI and how it can generate efficiency and cost savings. We have an exceptional opportunity to rethink the way we work.”
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