---
title: "Between a chatbot and the core business: the \"paradox\" of AI in companies — Marsanne Studio AI watch"
description: "AI adoption is growing among Catalan companies, but experts call for a strategic approach."
url: "https://marsanne.studio/en/ai-watch/between-a-chatbot-and-the-core-business-the-paradox-of-ai-in-7f70ce/"
lang: "en"
---

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Analysis · 7 September 2026

# Between a chatbot and the core business: the "paradox" of AI in companies

Original title, in Spanish: “Entre un chatbot y el núcleo del negocio: la "paradoja" de la IA en las empresas”

**Publication**

Diari ARA (Spain) · subscribers only

**Author**

[Alberto Prieto](https://es.ara.cat/firmes/alberto-prieto/)

**Published on**

7 September 2026 · read in the page structured data

## Summary

The article discusses the growth of artificial intelligence adoption in the Catalan business community, while reporting that experts are calling for "strategic" rather than superficial adoption, somewhere between using a simple chatbot and transforming the core business. The chairman of Telefónica, Marc Murtra, is quoted as saying, in a speech to Catalan entrepreneurs, that in thirty years in technology he had "never seen such a rapid impact" as that of AI. The article, of which only the beginning is accessible, does not yet give specific figures on this adoption.

Summary based on the beginning of the article, the rest being restricted to subscribers.

[Read the article on Diari ARA →](https://es.ara.cat/economia/tecnologia/chatbot-nucleo-negocio-paradoja-ia-empresas_1_5842249.html)

## Classification

**Country**

Spain

**Company size**

All sizes

**Industries**

All industries, or industry not specified

**Companies**

Telefónica (cited)

**Keywords**

ai adoption, catalonia, productivity, business strategy, chatbot

Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Diari ARA and its author. Entry translated from French by Claude Sonnet 5.5.