[
  {
    "start": 0.06,
    "end": 7.72,
    "text": "This episode is provided by Thomas Allgaier and Frenos, based on the most relevant LinkedIn post about TechShow Madrid, twenty twenty five."
  },
  {
    "start": 7.82,
    "end": 17.56,
    "text": "Frenos supports ICT enterprises with market and competitive intelligence, decoding emerging technologies, customer insights, regulatory shifts and competitor strategies."
  },
  {
    "start": 17.94,
    "end": 21.84,
    "text": "So product teams and strategy leaders don't just react, but shape the future."
  },
  {
    "start": 24.06,
    "end": 25.2,
    "text": "Welcome back to The Deep Dive."
  },
  {
    "start": 25.76,
    "end": 30.32,
    "text": "Today we are really immersing ourselves in the insights from Texas of Madrid, twenty twenty five."
  },
  {
    "start": 30.78,
    "end": 32.479,
    "text": "It felt like more than just a conference this year."
  },
  {
    "start": 32.64,
    "end": 33.24,
    "text": "Oh, absolutely."
  },
  {
    "start": 33.36,
    "end": 38.76,
    "text": "It was a real snapshot of where Spain's digital ecosystem is putting its energy, wouldn't you say?"
  },
  {
    "start": 38.9,
    "end": 39.24,
    "text": "Definitely."
  },
  {
    "start": 39.3,
    "end": 43.6,
    "text": "And our source material pulled from some key LinkedIn posts by leaders who are there."
  },
  {
    "start": 43.98,
    "end": 44.96,
    "text": "It paints a clear picture."
  },
  {
    "start": 45.08,
    "end": 45.52,
    "text": "It really does."
  },
  {
    "start": 45.56,
    "end": 48.74,
    "text": "The conversation seems to have firmly moved past the what if stage."
  },
  {
    "start": 48.9,
    "end": 49.42,
    "text": "Straight into."
  },
  {
    "start": 49.58,
    "end": 50.32,
    "text": "how do we do this now?"
  },
  {
    "start": 50.48,
    "end": 50.84,
    "text": "Exactly."
  },
  {
    "start": 50.92,
    "end": 53.12,
    "text": "We're going to distill the concrete strategies, the."
  },
  {
    "start": 54.06,
    "end": 63.48,
    "text": "the critical points that kept coming up, what attendees were calling the decisive success factors for actually turning these digital pilots into real measurable business value."
  },
  {
    "start": 63.76,
    "end": 68.96,
    "text": "Across AI, cloud, cybersecurity, data, the whole stack."
  },
  {
    "start": 69.18,
    "end": 69.92,
    "text": "Precisely."
  },
  {
    "start": 70.14,
    "end": 71.74,
    "text": "Okay, so let's kick off with the big one."
  },
  {
    "start": 72.38,
    "end": 72.76,
    "text": "AI."
  },
  {
    "start": 74.1,
    "end": 77.04,
    "text": "The dominant feeling wasn't if AI is important anymore."
  },
  {
    "start": 77.52,
    "end": 78.2,
    "text": "That's settled."
  },
  {
    "start": 78.58,
    "end": 81.26,
    "text": "Right, the huge challenge now is implementation."
  },
  {
    "start": 81.64,
    "end": 87.64,
    "text": "It's that journey from a cool proof of concept to making it work systemically across the whole business."
  },
  {
    "start": 87.72,
    "end": 89.64,
    "text": "Getting it out of the lab and into the wild."
  },
  {
    "start": 89.86,
    "end": 94.76,
    "text": "Yeah, that scaling anxiety was almost... palpable in the discussions."
  },
  {
    "start": 95.16,
    "end": 99.04,
    "text": "Nelson Rodriguez, Mavares, and others really zoned in on avoiding this thing."
  },
  {
    "start": 99.08,
    "end": 101.58,
    "text": "they called the syndrome of the eternal pilot."
  },
  {
    "start": 101.82,
    "end": 101.98,
    "text": "Ah,"
  },
  {
    "start": 102.26,
    "end": 103.22,
    "text": "the eternal pilot."
  },
  {
    "start": 103.54,
    "end": 103.96,
    "text": "I like that."
  },
  {
    "start": 104.18,
    "end": 104.86,
    "text": "Seen a few of those."
  },
  {
    "start": 104.92,
    "end": 105.16,
    "text": "Haven't"
  },
  {
    "start": 105.22,
    "end": 105.62,
    "text": "we all?"
  },
  {
    "start": 105.92,
    "end": 109.08,
    "text": "Companies prove AI can do something neat, but then it just stalls."
  },
  {
    "start": 109.22,
    "end": 110.42,
    "text": "It doesn't get integrated properly."
  },
  {
    "start": 110.52,
    "end": 111.0,
    "text": "So what's the fix?"
  },
  {
    "start": 111.74,
    "end": 115.28,
    "text": "The core lesson hammered home was enforce purpose."
  },
  {
    "start": 115.9,
    "end": 121.52,
    "text": "You absolutely have to define the business problem you're solving and how big you intend this to be before you even think about the tech stack."
  },
  {
    "start": 121.62,
    "end": 122.1,
    "text": "Makes sense."
  },
  {
    "start": 122.68,
    "end": 125.74,
    "text": "If you don't know the why, the how is just tech for tech's sake."
  },
  {
    "start": 125.98,
    "end": 126.48,
    "text": "Exactly."
  },
  {
    "start": 126.84,
    "end": 127.66,
    "text": "Don't start the how."
  },
  {
    "start": 127.72,
    "end": 129.66,
    "text": "if the why isn't crystal clear and measurable."
  },
  {
    "start": 130.1,
    "end": 132.1,
    "text": "Okay, but here's what really jumped out at me from the sources."
  },
  {
    "start": 133.58,
    "end": 137.5,
    "text": "The biggest blocker to scaling isn't the tech itself."
  },
  {
    "start": 138.16,
    "end": 139.28,
    "text": "It's not compute power."
  },
  {
    "start": 139.46,
    "end": 139.76,
    "text": "Yeah."
  },
  {
    "start": 140.14,
    "end": 140.68,
    "text": "It's people."
  },
  {
    "start": 140.8,
    "end": 141.4,
    "text": "It's culture."
  },
  {
    "start": 142.02,
    "end": 147.22,
    "text": "Leaders like John Trociaula, Cruz Slegee, and Stephanie Light were really quite forceful on this."
  },
  {
    "start": 147.54,
    "end": 152.36,
    "text": "They said, cultural readiness and team enablement Those are the make or break factors."
  },
  {
    "start": 152.5,
    "end": 153.04,
    "text": "That rings true."
  },
  {
    "start": 153.12,
    "end": 156.76,
    "text": "Cultural readiness isn't just, you know, having engineers who know Python."
  },
  {
    "start": 156.88,
    "end": 157.7,
    "text": "It's much deeper."
  },
  {
    "start": 158.16,
    "end": 158.5,
    "text": "Like what?"
  },
  {
    "start": 158.76,
    "end": 169.56,
    "text": "It's about the organization actually being willing to trust these autonomous systems to genuinely change how work gets done and critically to upskill their teams fast enough."
  },
  {
    "start": 169.74,
    "end": 172.8,
    "text": "Because if the people on the ground don't buy in or don't know how to use the tool."
  },
  {
    "start": 173.1,
    "end": 174.16,
    "text": "then the pilot dies."
  },
  {
    "start": 174.34,
    "end": 176.12,
    "text": "Doesn't matter how technically brilliant it was."
  },
  {
    "start": 176.2,
    "end": 178.68,
    "text": "Which I guess leads straight into the ethics and governance piece, right?"
  },
  {
    "start": 178.72,
    "end": 181.18,
    "text": "Because you can't have that cultural buy-in without trust."
  },
  {
    "start": 181.34,
    "end": 181.74,
    "text": "Precisely."
  },
  {
    "start": 181.96,
    "end": 185.92,
    "text": "Angelus, Sebastianelli, and Gabriel and Antonio Valverde Castilla made that point very clearly."
  },
  {
    "start": 186.54,
    "end": 188.46,
    "text": "AI governance is absolutely critical."
  },
  {
    "start": 188.54,
    "end": 189.56,
    "text": "And it's not just code deep."
  },
  {
    "start": 190.02,
    "end": 192.64,
    "text": "No, the ethics aren't just magically baked into the algorithm."
  },
  {
    "start": 193.02,
    "end": 198.02,
    "text": "They're in the choices made by the humans deploying and managing that system every single day."
  },
  {
    "start": 198.22,
    "end": 199.32,
    "text": "That's a key distinction."
  },
  {
    "start": 199.68,
    "end": 202.62,
    "text": "Frank Jane Navarro really drove that point home too, didn't he?"
  },
  {
    "start": 202.66,
    "end": 205.08,
    "text": "Arguing AI needs to be demonstrably fair."
  },
  {
    "start": 205.44,
    "end": 206.12,
    "text": "Yes, fair."
  },
  {
    "start": 206.34,
    "end": 209.16,
    "text": "Not just blindingly efficient, because the risk is huge."
  },
  {
    "start": 209.7,
    "end": 216.74,
    "text": "You could just end up scaling hidden biases, making them worse, all under this, this veneer of technical neutrality."
  },
  {
    "start": 217.22,
    "end": 222.3,
    "text": "Scary thought, but... On a more practical note, we did see some solid use cases emerging."
  },
  {
    "start": 222.42,
    "end": 222.74,
    "text": "Oh, yeah."
  },
  {
    "start": 222.82,
    "end": 228.54,
    "text": "Michelle River mentioned generative AI being used pretty effectively for optimizing complex back office stuff."
  },
  {
    "start": 228.7,
    "end": 230.28,
    "text": "Ah, the back office, that makes sense."
  },
  {
    "start": 230.68,
    "end": 234.04,
    "text": "The scale there means you can often see the ROI quite quickly."
  },
  {
    "start": 234.44,
    "end": 236.34,
    "text": "Less glamour maybe, but real value."
  },
  {
    "start": 236.68,
    "end": 239.54,
    "text": "So looking ahead, where does all this point?"
  },
  {
    "start": 240.82,
    "end": 244.48,
    "text": "There were hints of some pretty massive ambition beyond just making processes more efficient."
  },
  {
    "start": 244.66,
    "end": 246.32,
    "text": "You're thinking of Juan Coro's concept."
  },
  {
    "start": 246.46,
    "end": 246.98,
    "text": "Exactly."
  },
  {
    "start": 247.16,
    "end": 249.5,
    "text": "Moving from a smart city to an agentic city."
  },
  {
    "start": 249.78,
    "end": 251.16,
    "text": "What on earth does that mean in practice?"
  },
  {
    "start": 251.52,
    "end": 254.22,
    "text": "Well, it's kind of the ultimate expression of autonomy, isn't it?"
  },
  {
    "start": 254.8,
    "end": 260.1,
    "text": "An agentic city wouldn't just use AI for insights, it would rely on AI agents."
  },
  {
    "start": 260.459,
    "end": 261.459,
    "text": "Economist entities."
  },
  {
    "start": 261.8,
    "end": 265.84,
    "text": "Yes, programmed to manage city infrastructure dynamically, proactively."
  },
  {
    "start": 266.58,
    "end": 269.88,
    "text": "Imagine traffic control that doesn't just react to jams but predicts them."
  },
  {
    "start": 270.52,
    "end": 274.18,
    "text": "Rerouting energy, water, waste, autonomously."
  },
  {
    "start": 274.58,
    "end": 276.12,
    "text": "Just to keep the whole system balanced."
  },
  {
    "start": 276.24,
    "end": 276.48,
    "text": "Wow,"
  },
  {
    "start": 276.76,
    "end": 277.38,
    "text": "that's a leap."
  },
  {
    "start": 277.62,
    "end": 278.98,
    "text": "It's a fundamental shift."
  },
  {
    "start": 279.42,
    "end": 288.7,
    "text": "From human in the loop optimization to AI just... running things, which obviously needs incredible levels of trust and crucially super low latency."
  },
  {
    "start": 288.92,
    "end": 289.1,
    "text": "Okay,"
  },
  {
    "start": 289.34,
    "end": 290.56,
    "text": "low latency, high trust."
  },
  {
    "start": 291.08,
    "end": 293.26,
    "text": "That brings us neatly to the infrastructure side of things."
  },
  {
    "start": 293.5,
    "end": 294.44,
    "text": "Cloud and data centers."
  },
  {
    "start": 294.64,
    "end": 299.06,
    "text": "Yep, you can't have these advanced AI solutions, especially not at scale without the right foundation."
  },
  {
    "start": 299.56,
    "end": 301.7,
    "text": "Michelle Ribber was quite blunt about it."
  },
  {
    "start": 301.96,
    "end": 306.4,
    "text": "If you want resilience, if you want to scale, a multi-cloud strategy isn't just nice to have anymore."
  },
  {
    "start": 306.46,
    "end": 308.14,
    "text": "She called it the only viable foundation."
  },
  {
    "start": 308.5,
    "end": 308.98,
    "text": "Pretty much."
  },
  {
    "start": 309.08,
    "end": 310.48,
    "text": "And it's not just about flexibility."
  },
  {
    "start": 310.58,
    "end": 311.84,
    "text": "It's about the total cost."
  },
  {
    "start": 311.92,
    "end": 314.58,
    "text": "People are finally looking beyond the upfront price tag."
  },
  {
    "start": 314.9,
    "end": 318.64,
    "text": "Factoring in security, maintenance, compliance across different regions."
  },
  {
    "start": 318.72,
    "end": 318.94,
    "text": "Right."
  },
  {
    "start": 319.24,
    "end": 326.5,
    "text": "And when you add all that up, the holistic cloud approach often ends up being more economical and more secure than trying to do everything on premise."
  },
  {
    "start": 327.12,
    "end": 335.66,
    "text": "But this need for speed, especially for things like that agentic city idea, that puts the spotlight back on physical infrastructure, doesn't it?"
  },
  {
    "start": 336.12,
    "end": 337.04,
    "text": "Edge data centers."
  },
  {
    "start": 337.54,
    "end": 338.06,
    "text": "Absolutely."
  },
  {
    "start": 338.42,
    "end": 340.88,
    "text": "Jose Luis Gomez Pardo made a really strong case for this."
  },
  {
    "start": 341.0,
    "end": 348.94,
    "text": "He argued that real AI adoption, the kind that needs that low latency, happens where you have strategically placed edge data centers."
  },
  {
    "start": 349.06,
    "end": 349.76,
    "text": "Close to the action."
  },
  {
    "start": 349.82,
    "end": 352.38,
    "text": "Plus to the action, providing single-digit latency."
  },
  {
    "start": 353.32,
    "end": 356.44,
    "text": "He actually boiled the success formula down to three things."
  },
  {
    "start": 356.86,
    "end": 358.5,
    "text": "Power, peering, and place."
  },
  {
    "start": 358.68,
    "end": 359.92,
    "text": "Power, peering, place."
  },
  {
    "start": 360.02,
    "end": 360.16,
    "text": "Okay,"
  },
  {
    "start": 360.4,
    "end": 360.5,
    "text": "yeah."
  },
  {
    "start": 360.94,
    "end": 364.0,
    "text": "The sheer size of the data center isn't the be all and end all."
  },
  {
    "start": 364.4,
    "end": 367.42,
    "text": "What matters more is reliable power, neutral interconnection."
  },
  {
    "start": 367.52,
    "end": 372.68,
    "text": "that's the peering and being in the right physical location, the place to cut down data travel time."
  },
  {
    "start": 373.12,
    "end": 375.9,
    "text": "That's vital for things like AI inference at the edge."
  },
  {
    "start": 376.3,
    "end": 380.7,
    "text": "And this whole infrastructure conversation, you couldn't escape the green IT angle, could you?"
  },
  {
    "start": 381.12,
    "end": 381.52,
    "text": "Not at all."
  },
  {
    "start": 381.66,
    "end": 382.82,
    "text": "It's intrinsically linked, no."
  },
  {
    "start": 383.54,
    "end": 395.72,
    "text": "People like Marco Mayor Martinez, the team from Huawei Digital Power Spain, they were intensely focused on energy efficiency and sustainability within these, let's face it, power hungry environments."
  },
  {
    "start": 395.88,
    "end": 397.08,
    "text": "It has to be part of the equation."
  },
  {
    "start": 397.24,
    "end": 398.18,
    "text": "It's become a mandate."
  },
  {
    "start": 398.22,
    "end": 400.22,
    "text": "Juan Jose Navarro Morales summed it up nicely."
  },
  {
    "start": 400.74,
    "end": 402.64,
    "text": "Phenops is meeting green ops."
  },
  {
    "start": 402.94,
    "end": 406.46,
    "text": "So managing cloud costs and cutting your carbon footprint."
  },
  {
    "start": 406.82,
    "end": 408.56,
    "text": "They're two sides of the same coin now."
  },
  {
    "start": 408.82,
    "end": 412.96,
    "text": "You can't claim to be optimizing your budget if you're ignoring your energy consumption."
  },
  {
    "start": 413.12,
    "end": 414.02,
    "text": "It's insufferable."
  },
  {
    "start": 414.48,
    "end": 416.3,
    "text": "Were there concrete solutions being shown?"
  },
  {
    "start": 416.74,
    "end": 418.92,
    "text": "Yeah, Data Center World had exhibits focused on this."
  },
  {
    "start": 419.14,
    "end": 423.02,
    "text": "Too Sewed was showing strategies for compliant, sustainable deployments."
  },
  {
    "start": 423.62,
    "end": 431.6,
    "text": "And John Cockrell had tech for advanced cooling and, interestingly, heat recovery systems, finding ways to reuse that waste heat."
  },
  {
    "start": 431.82,
    "end": 432.12,
    "text": "Smart."
  },
  {
    "start": 432.28,
    "end": 434.64,
    "text": "OK, so we have efficient, sustainable infrastructure."
  },
  {
    "start": 435.74,
    "end": 436.78,
    "text": "But it needs to be secure."
  },
  {
    "start": 437.1,
    "end": 438.34,
    "text": "that brings us to cybersecurity"
  },
  {
    "start": 438.44,
    "end": 439.58,
    "text": "a massive priority."
  },
  {
    "start": 439.8,
    "end": 442.14,
    "text": "clearly and the conversation is definitely broad and beyond."
  },
  {
    "start": 442.22,
    "end": 444.18,
    "text": "just you know Firewalls and tech."
  },
  {
    "start": 444.52,
    "end": 446.52,
    "text": "it felt much more about culture and compliance."
  },
  {
    "start": 446.6,
    "end": 452.34,
    "text": "this time Daniel Romano Ascaras Highlighted a really interesting shift in perspective."
  },
  {
    "start": 452.42,
    "end": 452.88,
    "text": "What was that"
  },
  {
    "start": 453.2,
    "end": 456.12,
    "text": "that compliance frameworks think ISO?"
  },
  {
    "start": 456.2,
    "end": 461.92,
    "text": "Zero one or the big one now NIS to cross the EU."
  },
  {
    "start": 462.5,
    "end": 466.06,
    "text": "they're starting to be seen not as burdens, but as accelerators."
  },
  {
    "start": 466.14,
    "end": 466.84,
    "text": "accelerators"
  },
  {
    "start": 466.92,
    "end": 467.72,
    "text": "that is a shift"
  },
  {
    "start": 467.84,
    "end": 469.54,
    "text": "right instead of an obstacle course."
  },
  {
    "start": 469.94,
    "end": 473.06,
    "text": "They're being treated like a structured roadmap for implementing good security."
  },
  {
    "start": 474.0,
    "end": 476.6,
    "text": "Following the framework actually simplifies the process."
  },
  {
    "start": 476.96,
    "end": 478.32,
    "text": "that makes a lot of sense when you put it that way."
  },
  {
    "start": 478.66,
    "end": 480.22,
    "text": "And the vendors, of course, are stepping"
  },
  {
    "start": 480.26,
    "end": 480.36,
    "text": "up."
  },
  {
    "start": 480.48,
    "end": 481.1,
    "text": "Cutting-edge stuff."
  },
  {
    "start": 481.18,
    "end": 481.58,
    "text": "Definitely."
  },
  {
    "start": 482.02,
    "end": 494.62,
    "text": "We saw Palo Alto Networks, Tarium II, Selinda Kursabyek was involved there, showcasing tech really focused on that real-time endpoint visibility and control, which is crucial when your systems are spread across multiple clouds."
  },
  {
    "start": 494.66,
    "end": 495.6,
    "text": "You need to see everything."
  },
  {
    "start": 495.9,
    "end": 499.18,
    "text": "But beyond the tech, the word that kept echoing everywhere was..."
  },
  {
    "start": 499.78,
    "end": 500.2,
    "text": "Trust."
  },
  {
    "start": 500.4,
    "end": 501.48,
    "text": "Digital Frost, yes."
  },
  {
    "start": 502.04,
    "end": 505.46,
    "text": "Luis Villanueva from SGS Digital Trust, he didn't mince words."
  },
  {
    "start": 505.86,
    "end": 510.0,
    "text": "He called it the essential enabler of transformation, not just important, essential."
  },
  {
    "start": 510.28,
    "end": 511.7,
    "text": "And it wasn't just consultants speak, was it?"
  },
  {
    "start": 512.08,
    "end": 515.14,
    "text": "It felt like a genuine business imperative everyone was grappling"
  },
  {
    "start": 515.179,
    "end": 515.34,
    "text": "with."
  },
  {
    "start": 515.799,
    "end": 518.039,
    "text": "Remofita echoed that really strongly."
  },
  {
    "start": 518.2,
    "end": 523.34,
    "text": "He basically said, look, in Spain, if you don't have Digital Trust, you simply won't have digital growth."
  },
  {
    "start": 523.44,
    "end": 523.84,
    "text": "Full stop."
  },
  {
    "start": 523.94,
    "end": 525.38,
    "text": "Which raises the million dollar question."
  },
  {
    "start": 525.6,
    "end": 525.72,
    "text": "Yeah."
  },
  {
    "start": 526.62,
    "end": 534.26,
    "text": "If trust is the absolute key, especially with more autonomous systems coming online, how do organizations actually build and maintain it?"
  },
  {
    "start": 534.46,
    "end": 535.54,
    "text": "It's the core challenge."
  },
  {
    "start": 535.74,
    "end": 538.58,
    "text": "And this is where the analysis took a really unexpected turn, I thought."
  },
  {
    "start": 538.9,
    "end": 540.74,
    "text": "Ah, you mean Rizzo Jimenez's point."
  },
  {
    "start": 540.84,
    "end": 541.06,
    "text": "Yes."
  },
  {
    "start": 541.76,
    "end": 549.32,
    "text": "The idea that criminology should be part of digital security design, I have to admit that initially sounded counterintuitive."
  },
  {
    "start": 549.5,
    "end": 551.58,
    "text": "It does sound a bit left field at first, doesn't it?"
  },
  {
    "start": 551.64,
    "end": 552.72,
    "text": "But when you think about it..."
  },
  {
    "start": 552.78,
    "end": 553.02,
    "text": "Go on."
  },
  {
    "start": 553.46,
    "end": 555.28,
    "text": "Well, what do criminologists specialize in?"
  },
  {
    "start": 555.98,
    "end": 563.14,
    "text": "Behavior analysis, understanding motivation, risk anticipation, how systems and people can be exploited."
  },
  {
    "start": 563.68,
    "end": 567.94,
    "text": "They focus on the why and the how people commit fraud or breach security."
  },
  {
    "start": 568.16,
    "end": 568.36,
    "text": "Whereas"
  },
  {
    "start": 568.4,
    "end": 571.22,
    "text": "the tech teams focus on the what and where the vulnerabilities."
  },
  {
    "start": 571.66,
    "end": 572.3,
    "text": "Exactly."
  },
  {
    "start": 572.48,
    "end": 581.5,
    "text": "So bringing in that behavioral expertise, that understanding of the human element, the motivations behind attacks, it could significantly boost resilience."
  },
  {
    "start": 582.04,
    "end": 583.68,
    "text": "especially against complex fraud."
  },
  {
    "start": 583.76,
    "end": 587.72,
    "text": "It's about securing the people and the processes, not just the perimeter."
  },
  {
    "start": 587.96,
    "end": 588.76,
    "text": "Fascinating angle."
  },
  {
    "start": 589.3,
    "end": 592.2,
    "text": "Okay, let's switch gears a bit to the customer-facing side."
  },
  {
    "start": 592.8,
    "end": 594.38,
    "text": "Retail, e-commerce."
  },
  {
    "start": 594.48,
    "end": 594.68,
    "text": "Right."
  },
  {
    "start": 595.1,
    "end": 601.46,
    "text": "AI is definitely... being positioned as a wealth driver there, but wisely, Delio Diaz Garcia offered a reminder."
  },
  {
    "start": 602.12,
    "end": 604.72,
    "text": "Tech is great, but the fundamentals still rule."
  },
  {
    "start": 605.0,
    "end": 607.58,
    "text": "Good product, good experience, clear purpose."
  },
  {
    "start": 607.74,
    "end": 608.18,
    "text": "Precisely."
  },
  {
    "start": 608.24,
    "end": 613.54,
    "text": "You can't AI your way out of a bad product or a confusing business model, and the challenges are still huge."
  },
  {
    "start": 613.7,
    "end": 614.4,
    "text": "Like returns."
  },
  {
    "start": 614.68,
    "end": 615.12,
    "text": "Oh yeah."
  },
  {
    "start": 615.86,
    "end": 618.88,
    "text": "Zigzag launching officially in Spain really highlighted this."
  },
  {
    "start": 619.08,
    "end": 622.36,
    "text": "They dropped their annual recurrence report, Spain, twenty twenty five."
  },
  {
    "start": 622.44,
    "end": 623.64,
    "text": "Get this, they're projecting."
  },
  {
    "start": 623.7,
    "end": 626.52,
    "text": "online returns will talk thirteen point three billion"
  },
  {
    "start": 626.78,
    "end": 627.2,
    "text": "billion."
  },
  {
    "start": 627.28,
    "end": 629.48,
    "text": "Wow, that's a massive operational headache."
  },
  {
    "start": 629.64,
    "end": 633.52,
    "text": "Huge, especially dealing with what they call serial returners and slow returners."
  },
  {
    "start": 633.56,
    "end": 634.4,
    "text": "That's a problem."
  },
  {
    "start": 634.5,
    "end": 637.6,
    "text": "crying out for better data analysis, maybe even AI to manage."
  },
  {
    "start": 637.9,
    "end": 642.16,
    "text": "And with that kind of cost involved, the metrics people track have got to change,"
  },
  {
    "start": 642.24,
    "end": 642.38,
    "text": "right?"
  },
  {
    "start": 642.42,
    "end": 642.84,
    "text": "They have to."
  },
  {
    "start": 643.32,
    "end": 647.14,
    "text": "Marta Segura Verdeel's panel on app marketing really hammered this."
  },
  {
    "start": 647.24,
    "end": 653.22,
    "text": "The message was, stop obsessing over vanity metrics like sheer download numbers."
  },
  {
    "start": 653.3,
    "end": 654.64,
    "text": "Focus on what actually matters."
  },
  {
    "start": 654.78,
    "end": 661.56,
    "text": "Yes, retention KPIs, things like churn rate, and crucially, lifetime value LTV."
  },
  {
    "start": 662.58,
    "end": 663.84,
    "text": "Are you keeping customers?"
  },
  {
    "start": 664.1,
    "end": 665.42,
    "text": "Are they valuable over time?"
  },
  {
    "start": 665.56,
    "end": 669.3,
    "text": "If not, that growth is probably just leaky bucket syndrome."
  },
  {
    "start": 669.36,
    "end": 669.84,
    "text": "Makes sense."
  },
  {
    "start": 670.32,
    "end": 671.3,
    "text": "And it's not just the metrics."
  },
  {
    "start": 671.34,
    "end": 673.66,
    "text": "The whole marketing strategy is having to adapt, isn't it?"
  },
  {
    "start": 673.72,
    "end": 675.74,
    "text": "Because of AI and platform changes."
  },
  {
    "start": 675.98,
    "end": 676.48,
    "text": "Absolutely."
  },
  {
    "start": 676.76,
    "end": 682.58,
    "text": "Raquel Trigarro Del Castillo shared some really valuable insights from Lorena Romero-Abril over at PUMA."
  },
  {
    "start": 683.34,
    "end": 685.66,
    "text": "The takeaway on SEO was fascinating."
  },
  {
    "start": 685.72,
    "end": 686.74,
    "text": "Not just keywords anymore."
  },
  {
    "start": 687.02,
    "end": 687.6,
    "text": "Far from it."
  },
  {
    "start": 688.0,
    "end": 694.06,
    "text": "Modern SEO, she argued, demands community engagement, depth context, really understanding the long-tail searches."
  },
  {
    "start": 694.18,
    "end": 695.1,
    "text": "It's much more nuanced."
  },
  {
    "start": 695.14,
    "end": 696.82,
    "text": "And the geographical part was striking, too."
  },
  {
    "start": 696.98,
    "end": 697.34,
    "text": "Wasn't it?"
  },
  {
    "start": 697.7,
    "end": 703.82,
    "text": "She stressed that the geo component, local context, is now weighted incredibly heavily, like, eighty percent importance."
  },
  {
    "start": 703.9,
    "end": 706.78,
    "text": "Eighty percent, so content can't just be translated anymore."
  },
  {
    "start": 707.1,
    "end": 708.8,
    "text": "No, it needs to be truly localized."
  },
  {
    "start": 709.28,
    "end": 718.92,
    "text": "written for that specific community, that specific place, that requires a hyper-local digital strategy, which is a big shift for many global brands."
  },
  {
    "start": 719.02,
    "end": 720.78,
    "text": "Okay, so let's try and pull these threads together."
  },
  {
    "start": 721.54,
    "end": 726.96,
    "text": "We've got AI needing purpose and trust, cloud needing to be multi-cloud and sustainable."
  },
  {
    "start": 727.64,
    "end": 735.24,
    "text": "security needing to build trust, maybe even with criminology, and marketing needing hyperlocalization and real retention metrics."
  },
  {
    "start": 735.9,
    "end": 739.94,
    "text": "What does this mean for actually measuring the ROI on all this tech investment?"
  },
  {
    "start": 740.38,
    "end": 741.98,
    "text": "It means you need a dual focus."
  },
  {
    "start": 742.16,
    "end": 746.46,
    "text": "Luis Marino Gonzalez and others talked about needing both short lights and long lights."
  },
  {
    "start": 746.52,
    "end": 746.68,
    "text": "Short"
  },
  {
    "start": 746.72,
    "end": 747.4,
    "text": "lights and long lights."
  },
  {
    "start": 747.52,
    "end": 747.64,
    "text": "Yeah,"
  },
  {
    "start": 747.76,
    "end": 751.6,
    "text": "short lights are the immediate wins, the efficiency gains you can measure right now."
  },
  {
    "start": 752.2,
    "end": 758.54,
    "text": "But you also need the long lights, the vision for future transformative value, even if it's harder to quantify today."
  },
  {
    "start": 759.04,
    "end": 765.22,
    "text": "The key is defining measurable business outcomes first before you chase that long term sustainable scale."
  },
  {
    "start": 765.54,
    "end": 767.98,
    "text": "So it all comes back to purpose and measurable outcomes."
  },
  {
    "start": 768.1,
    "end": 768.16,
    "text": "It"
  },
  {
    "start": 768.24,
    "end": 768.64,
    "text": "seems to."
  },
  {
    "start": 769.16,
    "end": 776.8,
    "text": "We've certainly covered a lot of critical ground today from edge data centers enabling low latency AI potentially for those agentic cities."
  },
  {
    "start": 777.2,
    "end": 777.38,
    "text": "Right."
  },
  {
    "start": 777.48,
    "end": 783.64,
    "text": "All the way to the absolute necessity of ethical purpose driven AI that's built on a foundation of organizational"
  },
  {
    "start": 783.74,
    "end": 784.12,
    "text": "trust."
  },
  {
    "start": 784.98,
    "end": 787.04,
    "text": "The main message feels pretty clear, doesn't it?"
  },
  {
    "start": 787.64,
    "end": 790.56,
    "text": "Competitive advantage isn't just about being more efficient."
  },
  {
    "start": 791.08,
    "end": 792.3,
    "text": "in your little silo anymore."
  },
  {
    "start": 792.44,
    "end": 801.92,
    "text": "No, it's about building these integrated scalable systems and they have to be fundamentally rooted in compliance and sustainability and overarching everything in digital trust."
  },
  {
    "start": 802.56,
    "end": 807.22,
    "text": "The innovation we saw, it felt as much cultural and human as it did technological."
  },
  {
    "start": 807.32,
    "end": 807.92,
    "text": "Couldn't agree more."
  },
  {
    "start": 808.54,
    "end": 810.8,
    "text": "The Spanish tech scene feels vibrant, practical."
  },
  {
    "start": 811.22,
    "end": 812.38,
    "text": "focused on getting things done."
  },
  {
    "start": 812.5,
    "end": 812.68,
    "text": "Lots"
  },
  {
    "start": 812.72,
    "end": 813.66,
    "text": "of collaboration, too."
  },
  {
    "start": 814.04,
    "end": 817.48,
    "text": "If you enjoyed this deep dive, just a reminder that new episodes drop every two weeks."
  },
  {
    "start": 818.22,
    "end": 828.54,
    "text": "Also, check out our other editions on cloud insights, sustainability in green ICT, digital products and services, health tech, defense tech, ICT and tech insights, and artificial intelligence."
  },
  {
    "start": 828.96,
    "end": 833.64,
    "text": "Thank you for joining us for this deep dive into TechShow Madrid, twenty twenty five."
  },
  {
    "start": 833.68,
    "end": 840.6,
    "text": "And we'll leave you with a final thought to chew on considering that shift we talked about from a smart city to potentially an agentic city."
  },
  {
    "start": 841.52,
    "end": 842.96,
    "text": "Take a look at your own organization."
  },
  {
    "start": 843.44,
    "end": 850.54,
    "text": "Which complex but repeatable business process do you genuinely believe an AI agent could take over entirely and successfully?"
  },
  {
    "start": 850.8,
    "end": 857.12,
    "text": "Right now, based on the data and infrastructure you already have, something to think about, subscribe so you don't miss our next deep"
  },
  {
    "start": 857.18,
    "end": 857.6,
    "text": "dive."
  }
]