BEGIN:VCALENDAR VERSION:2.0 PRODID:-//Nebext//Agenda//ES CALSCALE:GREGORIAN METHOD:PUBLISH X-WR-CALNAME:Nebext Agenda X-WR-TIMEZONE:Europe/Madrid BEGIN:VEVENT UID:session-134045@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T094500 DTEND;TZID=Europe/Madrid:20260609T100000 SUMMARY:Welcome to DES2026 DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/welcome-to-des2026-202606 09/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224208@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T100000 DTEND;TZID=Europe/Madrid:20260609T100500 SUMMARY:Opening Retail Tech Fest DESCRIPTION:Introduction to the current global environment and its impact on retail. It sets the stage for a changing landscape and new rules of t he game. The key challenges addressed in the block are outlined. URL:https://www.des-show.com/es/agenda-sessions/opening-retail-tech-fest- 20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-73721@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T100000 DTEND;TZID=Europe/Madrid:20260609T102000 SUMMARY:Real AI roi: the reality of scaling ai in banking DESCRIPTION:As banks move beyond AI pilots and proofs of concept\, the ch allenge shifts from innovation to measurable business impact. This sessio n explores the realities of scaling AI across banking organizations\, hig hlighting practical lessons\, common obstacles\, and proven strategies to achieve sustainable ROI. Attendees will gain insights into turning AI in vestments into operational efficiency\, enhanced customer experiences\, a nd long-term competitive advantage.     URL:https://www.des-show.com/es/agenda-sessions/real-ai-roi-the-reality-o f-scaling-ai-in-banking-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-81041@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T100000 DTEND;TZID=Europe/Madrid:20260609T102000 SUMMARY:Upgrading the human operating system in an AI world DESCRIPTION:AI is accelerating faster than human biology can adapt. After thousands of performance measurements with founders and leaders\, clear patterns emerge: cognitive overload\, stress and reduced decision quality silently undermine strategy. This session explores how to upgrade the hu man operating system through practical\, science-informed shifts in focus \, recovery and mental clarity\, enabling Marketing and Communication lea ders to stay sharp and strategically intelligent in an AI-driven world. URL:https://www.des-show.com/es/agenda-sessions/upgrading-the-human-opera ting-system-in-an-ai-world-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-82927@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T100000 DTEND;TZID=Europe/Madrid:20260609T102000 SUMMARY:Transformación en 2026: inteligencia\, datos y velocidad DESCRIPTION:La competitividad empresarial en 2026 dependerá de la capaci dad para tomar decisiones inteligentes en tiempo real. Esta sesión anali za cómo la combinación de datos\, IA y agilidad operativa está redefin iendo los modelos de negocio en la empresa española. URL:https://www.des-show.com/es/agenda-sessions/transformacion-en-2026-in teligencia-datos-y-velocidad-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224423@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T100000 DTEND;TZID=Europe/Madrid:20260609T102000 SUMMARY:Cuando las máquinas atacan y defienden más rápido que las orga nizaciones: liderazgo\, resiliencia y gobierno en la era de la IA autóno ma DESCRIPTION:La velocidad de la inteligencia artificial está redefiniendo el equilibrio entre ataque y defensa. Mientras los sistemas autónomos y a son capaces de detectar vulnerabilidades\, generar campañas de desinfo rmación\, automatizar decisiones y reaccionar en milisegundos\, muchas o rganizaciones siguen operando con estructuras\, procesos y modelos de lid erazgo diseñados para un mundo mucho más lento.Esta ponencia explora el nuevo escenario donde las máquinas no solo ejecutan tareas\, sino que t oman decisiones\, aprenden y compiten entre sí a una velocidad imposible para los humanos. ¿Qué ocurre cuando un ciberataque impulsado por IA e voluciona más rápido que la capacidad de respuesta de una empresa? ¿C ómo se lidera una organización en un entorno donde el tiempo de reacci ón se mide en segundos y no en semanas? ¿Qué tipo de gobierno\, resili encia y cultura son necesarios para sobrevivir y mantener la confianza? URL:https://www.des-show.com/es/agenda-sessions/cuando-las-maquinas-ataca n-y-defienden-mas-rapido-que-las-organizaciones-liderazgo-resiliencia-y-g obierno-en-la-era-de-la-ia-autonoma-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-83870@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T100000 DTEND;TZID=Europe/Madrid:20260609T102500 SUMMARY:How global geopolitics is impacting retail development DESCRIPTION:Introduction to the current global environment and its impact on retail. It sets the stage for a changing landscape and new rules of t he game. The key challenges addressed in the block are outlined. Analysis of the geopolitical variables affecting the sector. It explores their im pact on the value chain\, pricing\, and operations. Key insights are prov ided to anticipate uncertainty scenarios. URL:https://www.des-show.com/es/agenda-sessions/how-global-geopolitics-is -impacting-retail-development-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-73720@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T100000 DTEND;TZID=Europe/Madrid:20260609T103000 SUMMARY:Ten key questions for developing responsible AI DESCRIPTION:Responsible AI covers mainly AI principles\, governance & reg ulation\, but most companies do not know how to implement all of these. I n this session we cover the key questions for the whole process behind a new AI product\, from the idea and design to the development\, deployment and maintenance. For each question we will discuss its relevance\, diffi culty and potential solutions. Participants will gain clarity on how to m anage real—not imagined—risks\, how to build trust in users\, and how to leverage AI in ways that strengthen strategy\, profitability\, and ac countability.   URL:https://www.des-show.com/es/agenda-sessions/ten-key-questions-for-dev eloping-responsible-ai-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-78274@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T102000 DTEND;TZID=Europe/Madrid:20260609T104000 SUMMARY:Under attack: Supply chains in the crosshairs DESCRIPTION:As supply chains become fully connected\, their exposure to c yber threats grows exponentially. Real-time data\, shared platforms and d igital ecosystems have turned logistics into a prime target. This session dives into practical protection of critical operations and human readine ss. From prevention and governance to response strategies after an attack hits. URL:https://www.des-show.com/es/agenda-sessions/under-attack-supply-chain s-in-the-crosshairs-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-81042@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T102000 DTEND;TZID=Europe/Madrid:20260609T104000 SUMMARY:Smart data\, smart AI and smarter customer experiences DESCRIPTION:A forward-looking session exploring how smart data and AI are transforming customer experiences. Discover how organizations can turn d ata into actionable insights\, leverage AI to anticipate needs\, and crea te more personalized\, seamless interactions across every touchpoint. Ble nding real-world examples with practical takeaways\, this session highlig hts how to move from data-rich to insight-driven—and ultimately deliver smarter\, more meaningful customer experiences. URL:https://www.des-show.com/es/agenda-sessions/smart-data-smart-ai-and-s marter-customer-experiences-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-82928@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T102000 DTEND;TZID=Europe/Madrid:20260609T104000 SUMMARY:IA en el comité para la expansión internacional DESCRIPTION:La digitalización ya no es una opción\, sino el motor del c recimiento. Esta sesión muestra cómo la automatización de procesos y e l uso estratégico de la tecnología permiten escalar operaciones y acced er a nuevos mercados con mayor rapidez.A través de experiencias y casos prácticos\, se explorará cómo las herramientas basadas en inteligencia artificial permiten identificar oportunidades de mercado\, anticipar rie sgos\, optimizar operaciones y comprender mejor el comportamiento de clie ntes y mercados internacionales. URL:https://www.des-show.com/es/agenda-sessions/ia-en-el-comite-para-la-e xpansion-internacional-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-73723@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T102000 DTEND;TZID=Europe/Madrid:20260609T105000 SUMMARY:Insurance and Banking beyond risk and ROI: Predictive futures DESCRIPTION:As the boundaries between insurance and banking continue to b lur\, the industry is moving beyond traditional models centered on risk m anagement and return on investment. In this forward-looking roundtable\, senior leaders will explore how predictive technologies—powered by AI\, data ecosystems\, and advanced analytics—are reshaping decision-making \, customer engagement\, and product innovation across financial services . From anticipating customer needs to dynamically pricing risk and embedd ing financial protection into everyday experiences\, the discussion will highlight how institutions can transition from reactive models to proacti ve\, insight-driven strategies. Panelists will share perspectives on buil ding data-driven organizations\, navigating regulatory complexity\, and u nlocking new value through collaboration across the banking and insurance landscape.   URL:https://www.des-show.com/es/agenda-sessions/insurance-and-banking-bey ond-risk-and-roi-predictive-futures-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-83872@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T102500 DTEND;TZID=Europe/Madrid:20260609T110500 SUMMARY:How it affects large retailers DESCRIPTION:A discussion on how major retailers are adapting to geopoliti cal uncertainty and shifting global dynamics. It explores the impact on s upply chains\, expansion strategies\, and operational decisions. Industry leaders share how they are navigating risk while sustaining growth. URL:https://www.des-show.com/es/agenda-sessions/how-it-affects-large-reta ilers-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-225423@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T103000 DTEND;TZID=Europe/Madrid:20260609T104500 SUMMARY:KUDO – The future of Enterprise AI is Multilngual DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/kudo-the-future-of-enterp rise-ai-is-multilngual-20260609-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-73722@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T103000 DTEND;TZID=Europe/Madrid:20260609T111000 SUMMARY:Technology and the global geopolitical order: Where are we headin g? DESCRIPTION:Technology is reshaping power\, diplomacy\, and global govern ance at an unprecedented pace. this roundtable explores how technological change is redefining the world order\, the balance between states\, and the future of multilateral cooperation\, bringing together experienced gl obal leaders to reflect on risks\, opportunities\, and possible paths for ward. URL:https://www.des-show.com/es/agenda-sessions/technology-and-the-global -geopolitical-order-where-are-we-heading-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224429@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T103000 DTEND;TZID=Europe/Madrid:20260609T111500 SUMMARY:STARTUPS THE SCALE UP! – Education\, Sports & Entertainment DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/startups-the-scale-up-edu cation-sports-entertainment-20260609/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-212580@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T104000 DTEND;TZID=Europe/Madrid:20260609T110000 SUMMARY:Build\, automate and orchestrate your security command center DESCRIPTION:Privileged Access Management is evolving beyond simple passwo rd vaulting. Discover the mission to turn PAM360 into a comprehensive com mand center that builds\, automates\, and orchestrates your entire securi ty landscape. This presentation covers the pillars of a robust PAM framew ork\, the efficiency of automated operations\, and the power of complex t ask orchestration.  URL:https://www.des-show.com/es/agenda-sessions/build-automate-and-orches trate-your-security-command-center-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-224173@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T104000 DTEND;TZID=Europe/Madrid:20260609T110000 SUMMARY:AI-first mindset with purpose: A cultural strategy to transform h ospitality focused on a social purpose DESCRIPTION:How to build an artificial intelligence strategy with an incl usive approach focused on delivering real impact for both the business an d employees. The session describes ILUNION Hotels´ evolution from early automation and OCR initiatives to a more mature stage involving generativ e AI and agents\, supported by a solid foundation of data\, governance\, and cultural adoption. The session includes identification of use cases a lready in place\, the mechanisms used to prioritize projects\, a cross-fu nctional governance model\, and a network of ambassadors driving adoption throughout the organization.   URL:https://www.des-show.com/es/agenda-sessions/ai-first-mindset-with-pur pose-a-cultural-strategy-to-transform-hospitality-focused-on-a-social-pur pose-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-224209@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T104000 DTEND;TZID=Europe/Madrid:20260609T110000 SUMMARY:El proyecto 3D-Circular: proporcionando el futuro talento para la s empresas del ámbito de la economía circular y digital DESCRIPTION:Presentación del proyecto europeo 3D-Circular\, en el que AP TE participa como socio\, centrado en el desarrollo de nuevas capacidades y formación especializada en economía circular y digital. Durante la s esión se explicarán las oportunidades que el proyecto ofrece a las empr esas para formar y capacitar a sus profesionales a través de los máster es y cursos que se están desarrollando en el marco del proyecto. URL:https://www.des-show.com/es/agenda-sessions/el-proyecto-3d-circular-p roporcionando-el-futuro-talento-para-las-empresas-del-ambito-de-la-econom ia-circular-y-digital-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-182393@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T104500 DTEND;TZID=Europe/Madrid:20260609T110000 SUMMARY:GIGAS – Cloud soberana: seguridad\, cercanía y cumplimiento DESCRIPTION:Cómo Gigas trabaja para ofrecer a sus clientes una nube sobe rana y escalable para dar la tranquilidad como servicio que sus clientes demandan\, tanto a nivel de servicio como de disponibilidad y seguridad URL:https://www.des-show.com/es/agenda-sessions/gigas-cloud-soberana-segu ridad-cercania-y-cumplimiento-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78267@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T105000 DTEND;TZID=Europe/Madrid:20260609T111000 SUMMARY:AI beyond hype: profit first DESCRIPTION:As AI matures\, the focus shifts from experimentation to exec ution. This session explores real-world use cases\, governance models\, a nd metrics that turn AI investments into tangible business outcomes and s calable value creation. URL:https://www.des-show.com/es/agenda-sessions/ai-beyond-hype-profit-fir st-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-78268@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T105000 DTEND;TZID=Europe/Madrid:20260609T111000 SUMMARY:Financial sovereignty\, the digital euro and the future of paymen ts in Europe DESCRIPTION:This roundtable explores how insurance and banking are moving beyond traditional risk and ROI models by leveraging predictive analytic s\, AI\, and data-driven insights. Industry leaders will discuss how anti cipatory capabilities are reshaping decision-making\, customer experience \, and long-term resilience\, while addressing the strategic and regulato ry challenges of building predictive futures. URL:https://www.des-show.com/es/agenda-sessions/financial-sovereignty-the -digital-euro-and-the-future-of-payments-in-europe-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-208732@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T105000 DTEND;TZID=Europe/Madrid:20260609T111000 SUMMARY:Deep agent para impulsar la banca conversacional: la nueva era de la interacción financiera DESCRIPTION:Un proyecto pionero junto a NVIDIA que transforma la banca me diante un asistente virtual con voz en tiempo real\, avatar digital y bio metría avanzada. Gracias a la IA generativa y agentes conversacionales\, ofrece una experiencia más natural\, segura e inclusiva\, facilitando e l acceso a la banca digital para todos los usuarios. URL:https://www.des-show.com/es/agenda-sessions/deep-agent-para-impulsar- la-banca-conversacional-la-nueva-era-de-la-interaccion-financiera-2026060 9/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-82929@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T110000 DTEND;TZID=Europe/Madrid:20260609T112000 SUMMARY:¿Cómo liderar cuando la IA decide? DESCRIPTION:En un entorno donde la Inteligencia Artificial asume cada vez más un rol en la toma de decisiones\, los líderes se enfrentan al desa fío de dirigir equipos “aumentados” por algoritmos. Esta mesa redond a explora qué decisiones pueden (y no deben) delegarse a la IA\, cómo e volucionan las responsabilidades del management y cuáles son las compete ncias directivas críticas para supervisar\, motivar y guiar equipos híb ridos\, combinando juicio humano y capacidad algorítmica en la construcc ión de organizaciones más inteligentes y éticas. URL:https://www.des-show.com/es/agenda-sessions/como-liderar-cuando-la-ia -decide-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-98905@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T110000 DTEND;TZID=Europe/Madrid:20260609T112000 SUMMARY:Tech disruption and emerging consumption trends in Spain and Euro pe DESCRIPTION:This interview explores how technological disruption is trans forming consumption patterns across Spain and Europe. It looks at the imp act of artificial intelligence\, digital platforms\, and data-driven ecos ystems on how consumers discover\, evaluate\, and purchase goods and serv ices. The discussion highlights key trends such as the growth of platform economies\, personalization\, the influence of algorithms\, and the shif t toward more sustainable and conscious consumption. It also examines how innovation is reshaping market dynamics\, competition\, and consumer exp ectations in an increasingly connected and digital environment. URL:https://www.des-show.com/es/agenda-sessions/tech-disruption-and-emerg ing-consumption-trends-in-spain-and-europe-20260609-2/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-78269@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T110000 DTEND;TZID=Europe/Madrid:20260609T113000 SUMMARY:Ciberseguridad industrial: Máquinas en tiempos de la IA DESCRIPTION:Lo que comenzó siendo una herramienta para controlar la auto matización de tareas es hoy el corazón de la producción de muchas empr esas. Por el camino\, se fueron incorporando técnicas de robotización a vanzadas\, tecnologías de Internet de las Cosas\, análisis de big data\ , computación en la nube... Las Tecnologías de la Operación experiment an un constante estado de transformación. Un cambio que\, al mismo tiemp o que amplía sus capacidades\, las expone a nuevos riesgos y amenazas. URL:https://www.des-show.com/es/agenda-sessions/ciberseguridad-industrial -maquinas-en-tiempos-de-la-ia-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-98906@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T110000 DTEND;TZID=Europe/Madrid:20260609T114000 SUMMARY:Mastering marketing and communication in the age of exponential t ech DESCRIPTION:This roundtable explores the cutting-edge practices and real- world case studies shaping the marketing and communication landscape toda y. As technology accelerates exponentially\, new tools\, platforms\, and strategies are transforming how brands engage with audiences. Join indust ry leaders to discuss innovative approaches\, share success stories\, and uncover actionable insights for navigating the rapidly evolving digital ecosystem. URL:https://www.des-show.com/es/agenda-sessions/mastering-marketing-and-c ommunication-in-the-age-of-exponential-tech-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-224479@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T110500 DTEND;TZID=Europe/Madrid:20260609T112500 SUMMARY:MOLLIE – Simplifica tus pagos\, acelera tu crecimiento con Moll ie DESCRIPTION:Métodos de pago locales\, atención al cliente en español y un panel de control listo en minutos URL:https://www.des-show.com/es/agenda-sessions/mollie-simplifica-tus-pag os-acelera-tu-crecimiento-con-mollie-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-78270@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T111000 DTEND;TZID=Europe/Madrid:20260609T114000 SUMMARY:AI leadership and strategic opportunities Asia-Europe DESCRIPTION:In this session\, we will explore how artificial intelligence is shaping business strategy and innovation\, highlighting Asian leaders hip in AI as a driver of large-scale adoption and impact. We will discuss new generative AI capabilities\, tools such as Microsoft Copilot and Azu re AI\, and how these technologies can accelerate intelligent transformat ion across industries. The session will also examine strategic opportunit ies for B2B collaboration between Asian and European companies\, consider ing both the challenges and approaches for leveraging AI responsibly to f oster innovation\, operational efficiency\, and sustainable growth. URL:https://www.des-show.com/es/agenda-sessions/ai-leadership-and-strateg ic-opportunities-asia-europe-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-78271@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T111000 DTEND;TZID=Europe/Madrid:20260609T114000 SUMMARY:Disrupting banking and insurance: Success stories DESCRIPTION:An executive roundtable showcasing real-world success stories in banking and insurance\, where emerging technologies—such as AI\, ad vanced analytics\, and digital platforms—are driving disruptive transfo rmation. Industry leaders will share proven business cases\, key challeng es\, and lessons learned in reshaping customer experience\, optimizing op erations\, and building sustainable competitive advantage in a rapidly ev olving financial ecosystem. URL:https://www.des-show.com/es/agenda-sessions/disrupting-banking-and-in surance-success-stories-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-225051@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T111500 DTEND;TZID=Europe/Madrid:20260609T113000 SUMMARY:SPOKI – Conversaciones que Convierten: AI y WhatsApp en Acción DESCRIPTION:WhatsApp no es solo un canal de mensajería. Es donde tus cli entes ya están\, y donde las empresas más avanzadas ya venden\, atiende n y fidelizan de forma automática. En este workshop verás cómo hacerlo tú también\, con automatizaciones reales y agentes AI en acción. URL:https://www.des-show.com/es/agenda-sessions/spoki-conversaciones-que- convierten-ai-y-whatsapp-en-accion-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224519@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T111500 DTEND;TZID=Europe/Madrid:20260609T120000 SUMMARY:STARTUPS THE SCALE UP! – Health DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/startups-the-scale-up-hea lth-20260609/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-225052@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T112000 DTEND;TZID=Europe/Madrid:20260609T115000 SUMMARY:Founder stories – From Andalucía to scale DESCRIPTION:Mesa redonda centrada en casos reales de startups de alto ren dimiento del ecosistema Misión\, diseñada para mostrar cómo startups a ndaluzas están validando mercado\, captando clientes y preparándose par a escalar\, conectando directamente con los intereses de inversores\, cor poraciones y asistentes del DES. URL:https://www.des-show.com/es/agenda-sessions/founder-stories-from-anda lucia-to-scale-20260609-2/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-83873@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T112500 DTEND;TZID=Europe/Madrid:20260609T115000 SUMMARY:Geopolitics and the Inditex case DESCRIPTION:Analysis of how Inditex has managed its global expansion acro ss different contexts. It explores how the company adapts to diverse mark ets and geopolitical environments. Key drivers of resilience and scalabil ity are identified. URL:https://www.des-show.com/es/agenda-sessions/geopolitics-and-the-indit ex-case-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-224721@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T113000 DTEND;TZID=Europe/Madrid:20260609T114500 SUMMARY:ODOO – Del ERP al cerebro empresarial: la evolución de la gest ión con IA DESCRIPTION:La inteligencia artificial está redefiniendo la forma en que las empresas operan\, toman decisiones e interactúan con clientes y emp leados. En esta ponencia exploraremos cómo la IA\, especialmente gracias al auge de los modelos Open Source\, está transformando la experiencia de usuario y acelerando la automatización de procesos empresariales. A t ravés de casos prácticos y tendencias actuales\, analizaremos cómo pla taformas integradas como Odoo evolucionan hacia un “cerebro centralizad o” capaz de conectar información\, automatizar tareas y mejorar la efi ciencia en áreas como ventas\, finanzas\, operaciones\, marketing y aten ción al cliente. La sesión ofrecerá una visión estratégica y tecnol ógica sobre el papel de la IA en la empresa moderna\, así como sobre lo s retos y oportunidades que plantea la integración de estas herramientas en los sistemas de gestión empresarial. URL:https://www.des-show.com/es/agenda-sessions/odoo-del-erp-al-cerebro-e mpresarial-la-evolucion-de-la-gestion-con-ia-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224662@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T113000 DTEND;TZID=Europe/Madrid:20260609T120000 SUMMARY:Ciberseguridad en la administración pública: retos\, amenazas y colaboración público-privada DESCRIPTION:La Administración Pública\, al igual que las empresas priva das y los ciudadanos\, se encuentra expuesta a las ciberamenazas cada vez más sofisticadas (ciberataques/ciberestafas basadas en IA\, computació n cuántica\, etc). Pongamos a debate cómo hacer frente a estos retos y amenazas cada vez más sofisticados. URL:https://www.des-show.com/es/agenda-sessions/ciberseguridad-en-la-admi nistracion-publica-retos-amenazas-y-colaboracion-publico-privada-20260609 / LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-81043@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T114000 DTEND;TZID=Europe/Madrid:20260609T120000 SUMMARY:What the media already do with AI — and companies still don’t DESCRIPTION:For years\, newsrooms and media organizations have been using artificial intelligence in real\, high-pressure production environments. Drawing on decades of experience in radio and television\, Juanma Ortega reveals a crucial difference: in the media\, AI never works alone. Every piece of content is reviewed by humans\, checked for bias\, and validate d for context—because mistakes go live and have immediate consequences. That constant exposure has forced the media to learn fast where AI adds real value and where it becomes a serious risk. This keynote brings those hard-won lessons into the business world and delivers a clear message: A I can dramatically accelerate production\, but without human judgment\, c ommunication becomes flat\, generic\, and ultimately dangerous for brand credibility and leadership. URL:https://www.des-show.com/es/agenda-sessions/what-the-media-already-do -with-ai-and-companies-still-dont-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-211287@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T114000 DTEND;TZID=Europe/Madrid:20260609T120000 SUMMARY:A Chinese success story in Spain DESCRIPTION:A Chinese company shares its experience entering the Spanish market with a new product launch\, discussing the challenges of local ada ptation\, international expansion\, and its focus on innovation and partn erships to achieve business success in Europe.   URL:https://www.des-show.com/es/agenda-sessions/a-chinese-success-story-i n-spain-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224210@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T114000 DTEND;TZID=Europe/Madrid:20260609T120000 SUMMARY:Entrepreneurship and tech finance – A case study of Hangzhou DESCRIPTION:How can a city evolve into a global hub for innovation and te chnology-led growth? This keynote speech explores Hangzhou's extraordinar y transformation into one of China's leading hubs for entrepreneurship\, digital innovation and venture capital. Drawing on successful startups\, fintech pioneers and a well-supported innovation ecosystem\, this session analyzes the core driving forces behind Hangzhou's rapid development\, a nd shares valuable insights for entrepreneurs\, investors\, policymakers and business leaders aiming to advance sustainable technology-driven econ omic growth.   URL:https://www.des-show.com/es/agenda-sessions/entrepreneurship-and-tech -finance-a-case-study-of-hangzhou-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-139465@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T114500 DTEND;TZID=Europe/Madrid:20260609T120000 SUMMARY:EMBURSE – La Revolución de la IA: Erradicando el fraude y el e rror humano mediante Expense Intelligence DESCRIPTION:Emburse Assurance utiliza la IA para auditar el 100% de sus g astos en tiempo real. Elimina la subjetividad\, detecta fraudes y duplica dos automáticamente\, y transforma cada transacción en Expense Intellig ence para una toma de decisiones estratégica y sin errores. URL:https://www.des-show.com/es/agenda-sessions/emburse-la-revolucion-de- la-ia-erradicando-el-fraude-y-el-error-humano-mediante-expense-intelligen ce-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-116325@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T115000 DTEND;TZID=Europe/Madrid:20260609T122000 SUMMARY:Casos de éxito: empresas españolas que marcan el ritmo DESCRIPTION:En un entorno empresarial impulsado por la innovación\, la t ransformación digital y las nuevas tecnologías se han convertido en mot ores clave para el crecimiento y la competitividad. En esta sesión\, des tacadas empresas españolas compartirán sus experiencias\, aprendizajes y estrategias para adaptarse a un mercado en constante evolución. A trav és de casos reales\, los participantes descubrirán cómo la inteligenci a artificial\, la automatización\, el análisis de datos\, la nube y otr as tecnologías emergentes están redefiniendo modelos de negocio\, optim izando operaciones y mejorando la experiencia de clientes y empleados   URL:https://www.des-show.com/es/agenda-sessions/casos-de-exito-empresas-e spanolas-que-marcan-el-ritmo-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-225437@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T120000 DTEND;TZID=Europe/Madrid:20260609T121500 SUMMARY:ELEVENLABS – Voice AI Agents in Production: Live Demo DESCRIPTION:Demo en vivo de un agente de voz de ElevenLabs gestionando un a interacción de voz. ElevenLabs mostrará cómo empresas están despleg ando voice AI en producción hoy y qué hace falta para llegar ahí. URL:https://www.des-show.com/es/agenda-sessions/elevenlabs-voice-ai-agent s-in-production-live-demo-20260609-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78272@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T120000 DTEND;TZID=Europe/Madrid:20260609T122000 SUMMARY:Liderazgo AI Driven en las empresas y el impacto en el sector tec nológico DESCRIPTION:La inteligencia artificial está transformando la forma en qu e las empresas toman decisiones\, gestionan equipos y compiten en el merc ado. Este enfoque de liderazgo “AI driven” redefine los modelos tradi cionales\, impulsando organizaciones más ágiles\, basadas en datos y co n mayor capacidad de innovación. La sesión analizará cómo la IA está impactando en el sector tecnológico\, qué nuevos perfiles y competenci as se están demandando y cómo los líderes pueden adaptarse para guiar la transformación digital de forma efectiva y responsable. URL:https://www.des-show.com/es/agenda-sessions/liderazgo-ai-driven-en-la s-empresas-y-el-impacto-en-el-sector-tecnologico-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-78273@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T120000 DTEND;TZID=Europe/Madrid:20260609T122000 SUMMARY:The AI race: Burden or opportunity in manufacturing DESCRIPTION:Artificial intelligence is advancing at extraordinary speed\, creating both unprecedented opportunities and significant challenges for the manufacturing sector.As innovations emerge almost daily\, staying fu lly informed\, evaluating their impact\, and integrating them effectively into industrial operations has become increasingly difficult. This rapid technological shift raises essential strategic questions: What risks ari se if companies fail to keep pace? Could competitors gain an advantage th at impacts future business performance Conversely\, how prepared are orga nizations to manage the complexity and dynamism that come with adopting A I at scale and what value can realistically be achieved? Stellantis addre sses these questions through a balanced\, forward‑looking approach. We pursue the benefits of AI responsibly while maintaining a clear strategic direction\, strong customer focus\, and the strength of operating as a g lobal company grounded in regional capabilities. This mindset enables us to harness innovation meaningfully and sustainably across our manufacturi ng ecosystem. URL:https://www.des-show.com/es/agenda-sessions/the-ai-race-burden-or-opp ortunity-in-manufacturing-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-78266@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T120000 DTEND;TZID=Europe/Madrid:20260609T124000 SUMMARY:Ciberseguridad y gobierno de la IA: lo que los consejos deben ent ender (y decidir) en 2026 DESCRIPTION:Ante el aumento de los riesgos en ciberseguridad y el uso de la inteligencia artificial\, los Consejos de Administración asumen nueva s responsabilidades estratégicas y regulatorias. Esta mesa redonda abord a qué deben entender —y decidir— los órganos de gobierno en 2026\, desde la NIS2 hasta el gobierno responsable de la IA\, poniendo el foco e n los riesgos reales\, las responsabilidades y las decisiones clave para garantizar resiliencia y confianza organizativa. URL:https://www.des-show.com/es/agenda-sessions/ciberseguridad-y-gobierno -de-la-ia-lo-que-los-consejos-deben-entender-y-decidir-en-2026-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-93223@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T120000 DTEND;TZID=Europe/Madrid:20260609T124000 SUMMARY:IA en retail e ecommerce: lo que funciona y lo que no DESCRIPTION:Esta mesa redonda explorará cómo la inteligencia artificial está revolucionando el retail y el comercio electrónico\, desde la exp eriencia del cliente hasta la gestión de inventarios. Expertos compartir án tendencias\, casos innovadores y estrategias para aprovechar la disru pción tecnológica y mantenerse competitivos en un mercado digital en co nstante cambio. Asimismo\, se abordarán los retos y límites de su imple mentación\, incorporando la perspectiva del consumidor y el papel de las instituciones en la protección de sus derechos. Se debatirá sobre tran sparencia\, uso responsable de datos\, confianza y buenas prácticas\, co n el objetivo de identificar qué funciona\, qué no y cómo avanzar haci a un uso de la IA más equilibrado y responsable. URL:https://www.des-show.com/es/agenda-sessions/ia-en-retail-e-ecommerce- lo-que-funciona-y-lo-que-no-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-224211@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T121500 DTEND;TZID=Europe/Madrid:20260609T122000 SUMMARY:Opening Retail Tech Fest DESCRIPTION:Introduction to retail media and its relevance in today’s c ontext. It is positioned within the retail ecosystem and its evolution. T he key themes of the block are presented. URL:https://www.des-show.com/es/agenda-sessions/opening-retail-tech-fest- 20260609-4/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-224559@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T121500 DTEND;TZID=Europe/Madrid:20260609T123000 SUMMARY:THALAMUS – Less Omnichannel Spamming\, More Loyalty DESCRIPTION:This session explores how to look beyond traditional cloud ma rketing tools to tackle genuine brand needs and customer desires. URL:https://www.des-show.com/es/agenda-sessions/thalamus-less-omnichannel -spamming-more-loyalty-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78275@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T122000 DTEND;TZID=Europe/Madrid:20260609T124000 SUMMARY:From AI to wellbeing: Creating personalized health ecosystems for employees the Repsol case: SaludIA DESCRIPTION:This session explores how artificial intelligence can help cr eate personalized health ecosystems that improve employee wellbeing and e ngagement. Through the Repsol case SaludIA\, the discussion will highligh t how data and AI enable more proactive\, tailored health strategies that enhance both employee experience and organizational performance. URL:https://www.des-show.com/es/agenda-sessions/from-ai-to-wellbeing-crea ting-personalized-health-ecosystems-for-employees-the-repsol-case-saludia -20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-78276@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T122000 DTEND;TZID=Europe/Madrid:20260609T124000 SUMMARY:See. Locate. Deliver. DESCRIPTION:Breakthrough results from the European EGENIOUSS project reve al how combining EGNSS satellite signals with computer vision multiplies positioning accuracy by ten. Validated in complex urban environments\, th is intelligent localization unlocks safe and reliable drone operations. URL:https://www.des-show.com/es/agenda-sessions/see-locate-deliver-202606 09/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-83874@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T122000 DTEND;TZID=Europe/Madrid:20260609T124000 SUMMARY:Beyond Delivery: New Retail Media Models for Brand Growth DESCRIPTION:Exploring how in-app and off-platform media can extend reach across categories URL:https://www.des-show.com/es/agenda-sessions/beyond-delivery-new-retai l-media-models-for-brand-growth-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-83875@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T122000 DTEND;TZID=Europe/Madrid:20260609T125000 SUMMARY:Aceleración de la empresa: casos de éxito\, tecnologías expone nciales e incentivos DESCRIPTION:Más allá del discurso\, la innovación se mide en resultado s. Esta sesión presenta casos concretos donde las tecnologías exponenci ales y las nuevas herramientas e incentivos están acelerando procesos\, reduciendo costes y creando ventajas competitivas tangibles. URL:https://www.des-show.com/es/agenda-sessions/aceleracion-de-la-empresa -casos-de-exito-tecnologias-exponenciales-e-incentivos-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224162@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T123000 DTEND;TZID=Europe/Madrid:20260609T124500 SUMMARY:TECALIS – De lead a cliente sin fricción: 5 herramientas DESCRIPTION:¿Pierdes ventas en el último paso? Descubre cómo los equip os más actualizados de marketing y ventas eliminan la fricción y dispar an su conversión hasta un 41%. Descubre cómo transformar tu proceso de alta para alcanzar un 0 % de fraude y liderar en un entorno AI-centered. URL:https://www.des-show.com/es/agenda-sessions/tecalis-de-lead-a-cliente -sin-friccion-5-herramientas-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224758@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T123000 DTEND;TZID=Europe/Madrid:20260609T124500 SUMMARY:BIC&CEEIS – Hubs líderes en innovación: los BICs/CEEIs españ oles DESCRIPTION:Several star representatives of each hub. BIC Euronova (Mála ga): Startup pitching: Eventwall  CEEI Aragón: Startups pitching: Cyclo and Agencia SP CEEI Albacete: Startups pitching: INTEGRALBOT\, ICD\, and BOKEROON URL:https://www.des-show.com/es/agenda-sessions/bicceeis-hubs-lideres-en- innovacion-los-bics-ceeis-espanoles-20260609/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78278@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T124000 DTEND;TZID=Europe/Madrid:20260609T130000 SUMMARY:Urban string theory DESCRIPTION:Studying the vibrational energy of each urban element\, its o rigin\, and its transformation. URL:https://www.des-show.com/es/agenda-sessions/urban-string-theory-20260 609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-162335@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T124000 DTEND;TZID=Europe/Madrid:20260609T130000 SUMMARY:Digital transformation\, emerging tech & data + AI strategy for m arketing leaders DESCRIPTION:A focused session on how to lead digital transformation throu gh the strategic use of data\, ai\, and emerging technologies. it will co ver practical approaches to turning data into actionable insights\, integ rating ai into marketing workflows\, and leveraging innovation to enhance customer experience. attendees will gain clear frameworks and real-world examples to support better decision-making\, drive efficiency\, and buil d sustainable competitive advantage. URL:https://www.des-show.com/es/agenda-sessions/digital-transformation-em erging-tech-data-ai-strategy-for-marketing-leaders-20260609-2/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-212581@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T124000 DTEND;TZID=Europe/Madrid:20260609T130000 SUMMARY:AI-powered attention: Redefining content strategy in the creator and streaming economy DESCRIPTION:In the era of AI for marketing\, understanding how audiences consume content is no longer enough—predicting and shaping that behavio r is the new competitive edge. As streaming platforms and the creator eco nomy redefine engagement\, this session explores how AI is transforming c ontent strategy\, from hyper-personalization and audience segmentation to performance forecasting and dynamic distribution. We’ll dive into how brands can turn data into actionable insights\, optimize investments acro ss platforms\, and build scalable partnerships with creators\, unlocking new business models in an increasingly fragmented and algorithm-driven at tention economy. URL:https://www.des-show.com/es/agenda-sessions/ai-powered-attention-rede fining-content-strategy-in-the-creator-and-streaming-economy-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-78277@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T124000 DTEND;TZID=Europe/Madrid:20260609T131000 SUMMARY:Humanizing AI at scale: Ethics\, trust\, purpose and the future o f work DESCRIPTION:In the race to adopt AI\, long-term leadership will be define d not by speed alone\, but by purpose-driven execution. In this two-voice conversation\, Ferrer’s Chief Digital\, Data & AI Officer and Chief Pe ople & Culture Officer explore how to scale AI in a way that is ethical\, human-centric\, and anchored in organizational purpose. Moving beyond fr ameworks and hype\, they will share how to align technology\, culture\, a nd leadership to build trust\, empower people\, and ensure AI creates sus tainable\, meaningful impact.   URL:https://www.des-show.com/es/agenda-sessions/humanizing-ai-at-scale-et hics-trust-purpose-and-the-future-of-work-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-78279@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T124000 DTEND;TZID=Europe/Madrid:20260609T132000 SUMMARY:Zero trust: Control y resiliencia en la era de la IA DESCRIPTION:Zero Trust: control y resiliencia en la era de la IA.En la er a de la IA agéntica\, donde agentes autónomos acceden a datos\, toman d ecisiones y ejecutan acciones críticas\, la seguridad ya no puede basars e en la confianza implícita. Esta sesión explora cómo el enfoque Zero Trust se convierte en el estándar esencial para proteger entornos modern os\, aplicando verificación continua\, mínimo privilegio\, control de i dentidad y observabilidad. Veremos cómo Zero Trust permite escalar la in novación en IA de forma segura\, limitando riesgos\, conteniendo fallos y manteniendo el control en un mundo donde “nunca confiar\, siempre ver ificar” es imprescindible. URL:https://www.des-show.com/es/agenda-sessions/zero-trust-control-y-resi liencia-en-la-era-de-la-ia-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-83876@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T124000 DTEND;TZID=Europe/Madrid:20260609T132000 SUMMARY:Retail media in store DESCRIPTION:Analysis of the point of sale as a communication channel. It explores the integration of physical and digital environments. Real activ ation and monetization cases are presented. URL:https://www.des-show.com/es/agenda-sessions/retail-media-in-store-202 60609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-225424@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T124500 DTEND;TZID=Europe/Madrid:20260609T130000 SUMMARY:BIDATIA – Mastering AI Success Through Quest Data Governance DESCRIPTION:Fostering AI isn’t just about deploying models\; it’s abo ut governing the data that empowers them. Let’s dive in and look at how Quest helps you build a trusted\, compliant data foundation to drive rea l business value. URL:https://www.des-show.com/es/agenda-sessions/bidatia-mastering-ai-succ ess-through-quest-data-governance-20260609-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224474@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T124500 DTEND;TZID=Europe/Madrid:20260609T131500 SUMMARY:EDIH MADRID REGIÓN – IA para personas\, creatividad y experien cia DESCRIPTION:Empresas del EDIH Madrid Region 2.0 que compartirán ejemplos reales de cómo aplican la IA y la digitalización avanzada en sus proye ctos URL:https://www.des-show.com/es/agenda-sessions/edih-madrid-region-ia-par a-personas-creatividad-y-experiencia-20260609/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-83877@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T125000 DTEND;TZID=Europe/Madrid:20260609T132000 SUMMARY:Innovación segura hoy: la suite tecnológica\, datos y velocidad DESCRIPTION:Innovar rápido exige hacerlo de forma segura y gobernada. Es ta sesión aborda cómo integrar tecnología\, ciberseguridad y gestión del dato para innovar sin comprometer la confianza ni el cumplimiento nor mativo. URL:https://www.des-show.com/es/agenda-sessions/innovacion-segura-hoy-la- suite-tecnologica-datos-y-velocidad-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224555@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T130000 DTEND;TZID=Europe/Madrid:20260609T131500 SUMMARY:ILUX – ScanMeNow. Identidad digital en una nueva dimensión DESCRIPTION:ScanMeNow revoluciona la captura de la esencia de la identida d digital y la transforma en una experiencia inmersiva sin precedentes. A través de avanzados sistemas de IA\, combinamos arte y tecnología para obtener una experiencia rápida\, precisa y transformadora. URL:https://www.des-show.com/es/agenda-sessions/ilux-scanmenow-identidad- digital-en-una-nueva-dimension-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78280@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T130000 DTEND;TZID=Europe/Madrid:20260609T134000 SUMMARY:Máquinas impulsando el éxito real del negocio DESCRIPTION:La fabricación centrada en las personas está redefiniendo e l valor industrial al alinear tecnología\, creatividad\, sostenibilidad y propósito. Esta sesión explorará cómo las fábricas de nueva genera ción empoderan a los trabajadores\, hacen posible la personalización a escala y equilibran la productividad con el impacto social. URL:https://www.des-show.com/es/agenda-sessions/maquinas-impulsando-el-ex ito-real-del-negocio-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-81044@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T130000 DTEND;TZID=Europe/Madrid:20260609T134000 SUMMARY:Cómo convertir una idea en una estrategia de negocio en tiempo r eal con IA DESCRIPTION:No será una charla sin más... Será un reto en directo. Las expertas recibirán un desafío empresarial y construirán una estrategi a de marketing utilizando IA en tiempo real frente al público. La sesió n se convierte así\, en una especie de "laboratorio en vivo"\, donde asi stentes ven cómo la IA acelera procesos\, pero cómo el valor diferencia l sigue estando en la creatividad\, el criterio y la experiencia humana. URL:https://www.des-show.com/es/agenda-sessions/como-convertir-una-idea-e n-una-estrategia-de-negocio-en-tiempo-real-con-ia-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-78281@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T131000 DTEND;TZID=Europe/Madrid:20260609T134000 SUMMARY:Talent wars 2026: Skills over jobs\, AI transformation & people r oadmap DESCRIPTION:As talent competition intensifies\, organizations must rethin k how they attract\, develop\, and retain people. This session explores t he shift from job-based models to skills-based strategies\, the impact of AI on workforce transformation\, and why employee wellbeing has become a critical driver of long-term performance and resilience. URL:https://www.des-show.com/es/agenda-sessions/talent-wars-2026-skills-o ver-jobs-ai-transformation-people-roadmap-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-225119@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T131500 DTEND;TZID=Europe/Madrid:20260609T140000 SUMMARY:Ayuntamiento de Málaga – Presentaciones Empresas Polo de Conte nidos Digitales DESCRIPTION:Las empresas participantes son: Ogov\, Green Loop App\,Next H ealth\, Find the button\, Atomic One and Argorex.   URL:https://www.des-show.com/es/agenda-sessions/ayuntamiento-de-malaga-pr esentaciones-empresas-polo-de-contenidos-digitales-20260609/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78282@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T132000 DTEND;TZID=Europe/Madrid:20260609T134000 SUMMARY:De DORA/NIS2 a ENS: cómo llevar la regulación a la transformaci ón real del negocio DESCRIPTION:La nueva ola regulatoria en ciberseguridad\, impulsada por NI S2\, DORA y el refuerzo del ENS\, está cambiando el enfoque desde el cum plimiento técnico hacia la responsabilidad directa del negocio y la alta dirección. En este contexto\, las organizaciones deben integrar la cibe rseguridad en sus procesos de transformación\, operaciones y toma de dec isiones estratégicas. Esta mesa debatirá cómo convertir las exigencias regulatorias en una palanca de resiliencia\, eficiencia y crecimiento\, alineando seguridad\, negocio y gobernanza para afrontar los retos de un entorno cada vez más digital y exigente. URL:https://www.des-show.com/es/agenda-sessions/de-dora-nis2-a-ens-como-l levar-la-regulacion-a-la-transformacion-real-del-negocio-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-83878@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T132000 DTEND;TZID=Europe/Madrid:20260609T134000 SUMMARY:Retail media case study: Mahou San Miguel DESCRIPTION:How Mahou San Miguel conquered the physical and digital retai l landscape. URL:https://www.des-show.com/es/agenda-sessions/retail-media-case-study-m ahou-san-miguel-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-124148@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T132000 DTEND;TZID=Europe/Madrid:20260609T134000 SUMMARY:Diversidad y aceleración: impulsando el futuro de las organizaci ones tecnológicas DESCRIPTION:En un entorno marcado por la transformación digital constant e\, las organizaciones tecnológicas necesitan evolucionar no solo en vel ocidad\, sino también en perspectiva. Esta sesión explora cómo la dive rsidad —en talento\, pensamiento y experiencia— actúa como un motor clave para la innovación y la aceleración empresarial. A través de ide as prácticas y casos inspiradores\, se analizará cómo construir equipo s inclusivos que potencien la adaptabilidad\, fomenten la creatividad y m ejoren la toma de decisiones en contextos de alta exigencia tecnológica. URL:https://www.des-show.com/es/agenda-sessions/diversidad-y-aceleracion- impulsando-el-futuro-de-las-organizaciones-tecnologicas-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224475@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T133000 DTEND;TZID=Europe/Madrid:20260609T134500 SUMMARY:SKEEPERS – From Search to Selection: cómo la IA está redefini endo la visibilidad digital DESCRIPTION:La IA está redefiniendo cómo los consumidores descubren y e ligen marcas. En esta sesión\, exploraremos cómo evoluciona la visibili dad digital en la era de las respuestas generadas por IA. URL:https://www.des-show.com/es/agenda-sessions/skeepers-from-search-to-s election-como-la-ia-esta-redefiniendo-la-visibilidad-digital-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78283@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T134000 DTEND;TZID=Europe/Madrid:20260609T140000 SUMMARY:The digital leadership code: Closing the gap between technology a nd culture to accelerate business growth DESCRIPTION:Digital transformation often fails not because of technology\ , but because of culture. While organizations invest heavily in innovatio n\, platforms\, and AI\, the real competitive advantage lies in closing t he gap between technological ambition and cultural readiness. This sessio n will explore “The Digital Leadership Code” — the principles and l eadership behaviors required to align technology\, people\, and strategy. It will examine how executives can bridge silos between IT and business\ , foster digital mindsets across the organization\, and translate technol ogical capability into measurable business growth. Attendees will gain in sights into how leadership\, governance\, and culture act as accelerators — or barriers — to transformation. Because sustainable growth in the digital era is not driven by technology alone\, but by leaders who know how to connect it to people and purpose. URL:https://www.des-show.com/es/agenda-sessions/the-digital-leadership-co de-closing-the-gap-between-technology-and-culture-to-accelerate-business- growth-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-78284@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T134000 DTEND;TZID=Europe/Madrid:20260609T140000 SUMMARY:The rise of flexible solar: Intelligent surfaces for a new indust rial energy era DESCRIPTION:Flexible photovoltaic technology is redefining how energy can be deployed in industrial and complex infrastructures. This session expl ores the evolution from rigid panels to intelligent solar surfaces\, comb ining ultra-light PV materials\, integrated insulation\, BESS\, and digit al EMS platforms. A practical deep-tech approach to accelerate industrial decarbonisation and unlock new opportunities in smart energy ecosystems. URL:https://www.des-show.com/es/agenda-sessions/the-rise-of-flexible-sola r-intelligent-surfaces-for-a-new-industrial-energy-era-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-78285@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T134000 DTEND;TZID=Europe/Madrid:20260609T140000 SUMMARY:Digital trust: Cybersecurity and brand protection in the era of d igital risk DESCRIPTION:In today’s hyperconnected world\, a brand is no longer prot ected by a trademark certificate alone — it is defended through data se curity\, digital vigilance\, and strategic risk management. As cyber thre ats grow more sophisticated\, organizations face a new reality where repu tation\, customer trust\, and intellectual property are constantly at sta ke. This session brings together a brand registration expert and a data p rotection specialist to explore how companies can defend their trademarks \, prevent cyber threats\, and safeguard customer trust. Attendees will l earn practical strategies to protect both their brand and data while turn ing cybersecurity into a strategic advantage. URL:https://www.des-show.com/es/agenda-sessions/digital-trust-cybersecuri ty-and-brand-protection-in-the-era-of-digital-risk-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-81045@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T134000 DTEND;TZID=Europe/Madrid:20260609T140000 SUMMARY:Communicating complexity in a data-driven world DESCRIPTION:Organizations today are flooded with data\, dashboards\, and AI-generated insights — yet many strategic decisions still fail due to how information is communicated. This session focuses on the human layer between data and action. Our speaker shows how leaders can translate info rmation into influence to build alignment\, support decision-making\, and move organizations forward. Through real-world examples\, he demonstrate s how framing and storytelling turn complexity into clarity without overs implifying. URL:https://www.des-show.com/es/agenda-sessions/communicating-complexity- in-a-data-driven-world-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-83879@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T134000 DTEND;TZID=Europe/Madrid:20260609T140000 SUMMARY:Creatividad aumentada: cómo usar la IA para diseñar más\, prod ucir más y decidir mejor DESCRIPTION:La industria de la moda española atraviesa una transformaci ón profunda impulsada por la Creatividad Aumentada y la IA aplicada al n egocio. En esta sesión exploraremos cómo el ecosistema FashionTech est á redefiniendo los procesos creativos\, operativos y comerciales del sec tor. A través de insights clave y casos de éxito reales\, descubriremos cómo marcas y empresas españolas están integrando la inteligencia art ificial para optimizar el diseño\, anticipar tendencias\, mejorar la efi ciencia de la cadena de valor y conectar de forma más inteligente con el consumidor. URL:https://www.des-show.com/es/agenda-sessions/creatividad-aumentada-com o-usar-la-ia-para-disenar-mas-producir-mas-y-decidir-mejor-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224520@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T134000 DTEND;TZID=Europe/Madrid:20260609T140000 SUMMARY:Retail media: la palanca de monetización DESCRIPTION:Entender cómo el Retail Media impulsa nuevas oportunidades d e monetización y crecimiento en el ecosistema retail. URL:https://www.des-show.com/es/agenda-sessions/retail-media-la-palanca-d e-monetizacion-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-224476@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T134500 DTEND;TZID=Europe/Madrid:20260609T140000 SUMMARY:LUCE IT – IA Conectada 360º: De la idea a la producción DESCRIPTION:En un mercado saturado de prototipos que no ven la luz\, el r eto es hacer una IA escalable y rentable. Descubre cómo Luce IT rompe el "valle de la muerte" tecnológico con un ciclo completo 360º. Analizamo s cómo llevar ideas a producción real en tiempo récord mediante nuestr os Assets y optimización CRO. URL:https://www.des-show.com/es/agenda-sessions/luce-it-ia-conectada-360o -de-la-idea-a-la-produccion-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224212@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T153000 DTEND;TZID=Europe/Madrid:20260609T153500 SUMMARY:Opening Retail Tech Fest DESCRIPTION:Introduction to the phygital concept and its strategic releva nce. It explores changes in consumer behavior. The approach of the block is presented. URL:https://www.des-show.com/es/agenda-sessions/opening-retail-tech-fest- 20260609-4/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-224603@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T153000 DTEND;TZID=Europe/Madrid:20260609T154000 SUMMARY:CANAIA – Automatiza tu atención al cliente en 5 minutos DESCRIPTION:Presentación de TuAsistenteconIA.es y como en tan solo 5 min utos\, sin conocimientos técnicos ni grandes desembolsos económicos pue des automatizar la atención de tus clientes las 24 horas del día los 7 días de la semana. URL:https://www.des-show.com/es/agenda-sessions/canaia-automatiza-tu-aten cion-al-cliente-en-5-minutos-20260609-2/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-81046@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T153000 DTEND;TZID=Europe/Madrid:20260609T154500 SUMMARY:Cloud leadership in the AI era DESCRIPTION:This keynote explores how cloud leadership must evolve in an era where AI\, hybrid architectures\, and regulatory pressure coexist. Ra ther than treating cloud as an infrastructure topic\, the session reframe s it as a leadership and decision-making challenge. It focuses on how exe cutives balance speed\, control\, resilience\, and AI readiness while nav igating increasing organizational complexity.Attendees will gain a practi cal leadership lens on how cloud decisions shape innovation capacity\, op erating models\, and long-term competitiveness. URL:https://www.des-show.com/es/agenda-sessions/cloud-leadership-in-the-a i-era-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-182394@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T153000 DTEND;TZID=Europe/Madrid:20260609T154500 SUMMARY:El papel de la universidad en un futuro de IA DESCRIPTION:Esta mesa redonda aborda cómo las universidades deben evoluc ionar ante el impacto transformador de la inteligencia artificial en la e ducación\, el empleo y la sociedad. Se debatirá el rol de la academia e n la formación de talento preparado para convivir con sistemas inteligen tes\, la adaptación de los modelos educativos\, y la integración ética y responsable de la IA en la docencia y la investigación. Asimismo\, se analizarán los desafíos en torno a la actualización curricular\, la c olaboración con la industria y la necesidad de fomentar el pensamiento c rítico\, la creatividad y las habilidades humanas que complementan la au tomatización.   URL:https://www.des-show.com/es/agenda-sessions/el-papel-de-la-universida d-en-un-futuro-de-ia-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-182396@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T153000 DTEND;TZID=Europe/Madrid:20260609T154500 SUMMARY:RAIOLA NETWORKS – Automatización asistida con IA: cuando dejam os de automatizar procesos y empezamos a automatizar decisiones con datos DESCRIPTION:La automatización asistida con IA marca un cambio de enfoque : ya no se trata solo de optimizar tareas repetitivas\, sino de incorpora r sistemas capaces de analizar datos y tomar decisiones de forma autónom a o semiautónoma. URL:https://www.des-show.com/es/agenda-sessions/raiola-networks-automatiz acion-asistida-con-ia-cuando-dejamos-de-automatizar-procesos-y-empezamos- a-automatizar-decisiones-con-datos-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78288@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T153000 DTEND;TZID=Europe/Madrid:20260609T155000 SUMMARY:Fintech in action: Scaling wealth\, driving digital transformatio n DESCRIPTION:This keynote explores how financial technology is reshaping t he way wealth is created\, managed\, and distributed in an increasingly d igital world. It highlights real-world use cases and emerging trends—ra nging from automation and artificial intelligence to open platforms and e mbedded finance—to illustrate how organizations can scale efficiently\, enhance customer experiences\, and accelerate digital transformation. Wi th a practical lens\, it also addresses regulatory challenges\, cybersecu rity considerations\, and financial inclusion\, uncovering opportunities to innovate with impact and build more agile\, accessible\, and sustainab le ecosystems. URL:https://www.des-show.com/es/agenda-sessions/fintech-in-action-scaling -wealth-driving-digital-transformation-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-81047@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T153000 DTEND;TZID=Europe/Madrid:20260609T155000 SUMMARY:Shaping the digital era of customers experience: The Istambul air port success story DESCRIPTION:At Istanbul Airport\, we place hospitality at the center of o ur strategy. By listening to passengers\, we saw airports as barriers\, s o we designed stress-free\, tech-supported and human-focused experiences. Since one solution cannot fit all\, we built 8 segments and later 25 sub -segments. With strong digital infrastructure\, we created a smart\, data -driven airport leading digital transformation. URL:https://www.des-show.com/es/agenda-sessions/shaping-the-digital-era-o f-customers-experience-the-istambul-airport-success-story-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-83881@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T153000 DTEND;TZID=Europe/Madrid:20260609T160000 SUMMARY:Retail reset to build phygital environments DESCRIPTION:Analysis of retail transformation towards hybrid models. It r edefines the role of the store and experience. Key enablers of phygital e nvironments are presented. URL:https://www.des-show.com/es/agenda-sessions/retail-reset-to-build-phy gital-environments-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-83880@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T153000 DTEND;TZID=Europe/Madrid:20260609T161000 SUMMARY:Innovación y talento 4.0 – el futuro del trabajo en la empresa española DESCRIPTION:La innovación no se sostiene sin talento capaz de adaptarse\ , aprender y liderar el cambio. Esta mesa redonda reúne a expertos y lí deres de empresas españolas para debatir cómo desarrollar competencias 4.0\, fomentar la creatividad\, impulsar la transformación digital y atr aer\, retener y motivar al talento en un entorno acelerado por la tecnolo gía. Se explorarán estrategias prácticas\, casos de éxito y nuevas fo rmas de colaboración entre personas y máquinas. URL:https://www.des-show.com/es/agenda-sessions/innovacion-y-talento-4-0- el-futuro-del-trabajo-en-la-empresa-espanola-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224604@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T154000 DTEND;TZID=Europe/Madrid:20260609T155000 SUMMARY:AIMAZE – Grow faster with your Digital (AI) Marketing Employee DESCRIPTION:Grow your business faster with your own Digital Marketing Emp loyee. In this session\, AIMAZE (awarded Best Tech Startup of the Netherl ands) will show how AI-powered Digital Marketing Employees help businesse s generate leads\, improve visibility in Google and AI tools like ChatGPT . URL:https://www.des-show.com/es/agenda-sessions/aimaze-grow-faster-with-y our-digital-ai-marketing-employee-20260609-2/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224759@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T154500 DTEND;TZID=Europe/Madrid:20260609T160000 SUMMARY:ESKIMOZ – ¿GEO y SEO es lo mismo? DESCRIPTION:Exploraremos cómo el auge de los LLMs está transformando la visibilidad digital de las marcas y por qué el GEO va más allá del SE O tradicional. Presentaremos nuestra app para monitorizar Brand Visibilit y y Share of Voice en entornos de IA generativa URL:https://www.des-show.com/es/agenda-sessions/eskimoz-geo-y-seo-es-lo-m ismo-20260609-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78287@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T154500 DTEND;TZID=Europe/Madrid:20260609T161000 SUMMARY:ED Tech: New technologies applied to education DESCRIPTION:The education sector is undergoing a digital transformation\, where new technologies are reshaping how teachers teach\, students learn \, and institutions operate. This roundtable explores the latest innovati ons in educational technology\, from AI-driven learning platforms and vir tual classrooms to interactive tools and data analytics for personalized learning. Participants will discuss practical strategies for integrating technology into curricula\, enhancing student engagement\, and improving learning outcomes\, while addressing challenges such as accessibility\, d igital literacy\, and safeguarding data. The session highlights how embra cing technology can create more inclusive\, effective\, and future-ready educational environments. URL:https://www.des-show.com/es/agenda-sessions/ed-tech-new-technologies- applied-to-education-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-81048@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T154500 DTEND;TZID=Europe/Madrid:20260609T161000 SUMMARY:Nube federada y gestión segura del dato DESCRIPTION:En un contexto marcado por la soberanía digital\, la resilie ncia tecnológica y el cumplimiento normativo\, la nube federada y las ar quitecturas seguras de datos se consolidan como pilares esenciales de la nueva infraestructura digital. Esta sesión analizará cómo las organiza ciones pueden integrar múltiples entornos cloud —públicos\, privados y soberanos— garantizando interoperabilidad\, control y seguridad del d ato. Se abordarán modelos de federación\, data fabric\, gobernanza y pr otección avanzada como mecanismos para romper silos\, habilitar la colab oración interorganizativa y acelerar la innovación basada en datos. Má s allá de la tecnología\, se explorará el impacto estratégico: cómo construir ecosistemas digitales confiables que equilibren eficiencia\, es calabilidad y cumplimiento regulatorio\, sin comprometer la soberanía ni la competitividad empresarial. URL:https://www.des-show.com/es/agenda-sessions/nube-federada-y-gestion-s egura-del-dato-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-224605@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T155000 DTEND;TZID=Europe/Madrid:20260609T160000 SUMMARY:ENERGY PLUS LIFE – +LIFE: Redefining Portable Energy for the Ne xt Generation DESCRIPTION:+LIFE is the next generation of portable energy and the first of many products to come. URL:https://www.des-show.com/es/agenda-sessions/energy-plus-life-life-red efining-portable-energy-for-the-next-generation-20260609-2/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-81049@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T155000 DTEND;TZID=Europe/Madrid:20260609T161000 SUMMARY:Storytelling and communication: ROI stories in the touristic sect or DESCRIPTION:Effective communication is key to turning data\, innovation\, and business results into compelling stories. This session will explore how organizations in the tourism sector use storytelling to demonstrate R OI\, engage stakeholders\, and create stronger connections with customers \, partners\, and investors in an increasingly competitive market. URL:https://www.des-show.com/es/agenda-sessions/storytelling-and-communic ation-roi-stories-in-the-touristic-sector-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-225495@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T155000 DTEND;TZID=Europe/Madrid:20260609T161000 SUMMARY:Talent and productivity in the new era of agentic AI: how Google is redefining artificial intelligence DESCRIPTION:Artificial Intelligence represents an unprecedented productiv ity lever for Spain and for Europe. With Gemini evolving from a conversat ional assistant into an autonomous agent capable of managing complex work flows\, we will explore how Google is contributing to prioritizing human talent and building trust to fully leverage the potential of AI. URL:https://www.des-show.com/es/agenda-sessions/talent-and-productivity-i n-the-new-era-of-agentic-ai-how-google-is-redefining-artificial-intellige nce-20260609-2/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-225166@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T160000 DTEND;TZID=Europe/Madrid:20260609T161500 SUMMARY:AP INTERACTIVE – LLMs In House DESCRIPTION:LLMs In House: cómo usar IA privada dentro de una empresa pa ra automatizar tareas\, proteger datos y tener control total sobre los mo delos. URL:https://www.des-show.com/es/agenda-sessions/ap-interactive-llms-in-ho use-20260609-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-83882@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T160000 DTEND;TZID=Europe/Madrid:20260609T164000 SUMMARY:Beyond the screen: Immersive and phygital experiences in retail DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/beyond-the-screen-immersi ve-and-phygital-experiences-in-retail-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-224430@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T160000 DTEND;TZID=Europe/Madrid:20260609T173000 SUMMARY:STARTUPS THE SCALE UP – Cybersecurity & Dual DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/startups-the-scale-up-cyb ersecurity-dual-20260609/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-81051@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T161000 DTEND;TZID=Europe/Madrid:20260609T163000 SUMMARY:The zig-zag advantage: Why nonlinear thinking builds resilient te ams DESCRIPTION:Nonlinear careers and unconventional paths are becoming a str ategic advantage in digital enterprises. This session explores how embrac ing a zig-zag approach fuels innovation\, strengthens resilience and acce lerates leadership growth. Our speaker shares insights from global roles across tech\, creativity and marketing to show how organizations can cult ivate adaptable teams ready to thrive amid constant change. URL:https://www.des-show.com/es/agenda-sessions/the-zig-zag-advantage-why -nonlinear-thinking-builds-resilient-teams-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-81050@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T161000 DTEND;TZID=Europe/Madrid:20260609T163500 SUMMARY:Data as the real asset: sovereignty\, cloud and the battle for co ntrol DESCRIPTION:In today’s digital economy\, data is no longer a by-product of operations — it is the core asset that defines competitive advantag e\, resilience and strategic positioning. Yet\, as its value increases\, control over it becomes progressively more complex and diluted. Organisat ions now operate in an environment where data is generated locally\, proc essed globally and governed across multiple regulatory frameworks. In thi s context\, cloud is no longer just a technology enabler\, but the arena where a deeper question is being contested: who truly controls the most v aluable asset of the business. Mounting regulatory pressure — through f rameworks such as DORA and NIS2 — is reshaping not only where data resi des\, but how it must be protected\, audited and made resilient under ext reme conditions. This creates a constant tension between maximising data value and constraining its use to ensure compliance and control. At the s ame time\, emerging technologies add a new layer of uncertainty. "Quantum computing" challenges the very foundations of current data security\, wh ile the growing concentration of capabilities within hyperscalers is rede fining the boundaries between efficiency\, dependency and sovereignty. URL:https://www.des-show.com/es/agenda-sessions/data-as-the-real-asset-so vereignty-cloud-and-the-battle-for-control-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-78289@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T161000 DTEND;TZID=Europe/Madrid:20260609T164500 SUMMARY:When education meets technology: Challenges and opportunities DESCRIPTION:Technology is reshaping education from static systems to dyna mic learning ecosystems. This session explores how AI\, data\, and immers ive tools are unlocking personalized\, inclusive\, and future-ready educa tion models designed for continuous learning and rapid societal change. URL:https://www.des-show.com/es/agenda-sessions/when-education-meets-tech nology-challenges-and-opportunities-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-83883@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T161000 DTEND;TZID=Europe/Madrid:20260609T165000 SUMMARY:Futuro laboral: aprender\, crear\, conectar DESCRIPTION:El futuro del trabajo está siendo redefinido por la tecnolog ía\, la inteligencia artificial y los cambios en las expectativas de las personas. Aprender de forma continua\, potenciar la creatividad y constr uir conexiones significativas se convierten en habilidades clave en este nuevo entorno. Esta sesión explorará cómo profesionales y organizacion es pueden adaptarse a este contexto\, desarrollando nuevas capacidades\, fomentando la colaboración y creando entornos de trabajo más dinámicos \, humanos y resilientes. URL:https://www.des-show.com/es/agenda-sessions/futuro-laboral-aprender-c rear-conectar-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224722@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T161000 DTEND;TZID=Europe/Madrid:20260609T170000 SUMMARY:Opening Ceremony DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/opening-ceremony-20260609 / LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-212582@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T161500 DTEND;TZID=Europe/Madrid:20260609T163000 SUMMARY:ARELANCE-OVH – OVHcloud\, el proveedor cloud líder europeo que marca la diferencia DESCRIPTION:Destacaremos los valores diferenciales de OVHcloud frente a o tros cloud providers: Proveedor euopero líder a nivel mundial\, que ofre ce soberanía\, sostenibilidad\, predictibilidad y transparencia de coste s\, con un amplio portolio IaaS y PaaS basado tecnologías abiertas\, fle xibles e interoperables. URL:https://www.des-show.com/es/agenda-sessions/arelance-ovh-ovhcloud-el- proveedor-cloud-lider-europeo-que-marca-la-diferencia-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-225364@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T163000 DTEND;TZID=Europe/Madrid:20260609T164500 SUMMARY:CONCENTRIX – How to create a fully functional virtual voice and chat assistant in minutes DESCRIPTION:Offering 24/7 service in multiple languages ​​while reduc ing operating costs is possible. It's not about isolated technology\, but about smart operations that allow your teams to focus on what delivers v alue. URL:https://www.des-show.com/es/agenda-sessions/concentrix-how-to-create- a-fully-functional-virtual-voice-and-chat-assistant-in-minutes-20260609-2 / LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-81053@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T163000 DTEND;TZID=Europe/Madrid:20260609T171000 SUMMARY:Marketing and ROI: Success stories that rock DESCRIPTION:This session showcases powerful marketing success stories tha t have delivered measurable return on investment and real business impact . through concrete case studies\, speakers will explore how bold strategi es\, creative campaigns\, and data-driven decision-making have transforme d brands\, increased revenue\, and strengthened market positioning. the d iscussion will highlight key lessons\, performance metrics\, and replicab le strategies that prove marketing is not just about visibility — it is about driving sustainable growth and tangible results. URL:https://www.des-show.com/es/agenda-sessions/marketing-and-roi-success -stories-that-rock-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-81052@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T163500 DTEND;TZID=Europe/Madrid:20260609T170000 SUMMARY:Cloud ecosystems for scalable AI DESCRIPTION:This session explores how organizations design cloud ecosyste ms capable of supporting AI at scale. It focuses on interoperability acro ss platforms\, real-time data pipelines\, and the orchestration of servic es spanning cloud\, edge\, and on-prem environments. The discussion will help leaders understand which ecosystem decisions lock in future flexibil ity—and which create long-term dependencies. URL:https://www.des-show.com/es/agenda-sessions/cloud-ecosystems-for-scal able-ai-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-121175@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T164000 DTEND;TZID=Europe/Madrid:20260609T170000 SUMMARY:How payment is becoming part of the phygital customer experience DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/how-payment-is-becoming-p art-of-the-phygital-customer-experience-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-121174@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T164500 DTEND;TZID=Europe/Madrid:20260609T170000 SUMMARY:GIGA\, from offline to opportunity: Connecting every school to th e internet DESCRIPTION:This session explores the role of Giga\, a joint initiative o f UNICEF and the International Telecommunication Union (ITU)\, in support ing governments to connect every school in the world to the internet (gig a.global). Giga functions as a collaborative platform that brings togethe r public and private sector partners to map school connectivity\, design data-driven infrastructure solutions\, and support governments with effec tive delivery of connectivity contracts.The discussion will highlight how international cooperation\, open data\, and innovative technology ecosys tems can accelerate universal school connectivity\, strengthen national d igital strategies\, and help close the global digital divide in education —unlocking access to digital learning for millions of children. URL:https://www.des-show.com/es/agenda-sessions/giga-from-offline-to-oppo rtunity-connecting-every-school-to-the-internet-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-224723@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T164500 DTEND;TZID=Europe/Madrid:20260609T170000 SUMMARY:AIRCALL – Las comunicaciones con cliente han evolucionado: Equi librio entre agentes humanos y agentes IA DESCRIPTION:Las comunicaciones con clientes fallan por herramientas fragm entadas\, no por falta de esfuerzo de los equipos. Aircall ayuda a las em presas a unificar IA y personas en una sola plataforma para impulsar prod uctividad\, mejores conversaciones y crecimiento del negocio. URL:https://www.des-show.com/es/agenda-sessions/aircall-las-comunicacione s-con-cliente-han-evolucionado-equilibrio-entre-agentes-humanos-y-agentes -ia-20260609-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-83884@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T165000 DTEND;TZID=Europe/Madrid:20260609T173000 SUMMARY:Transformación AI-Driven: casos reales de tres industrias que re diseñan su liderazgo empresarial DESCRIPTION:El mercado predecible ya no existe. La Inteligencia Artificia l como habilitador estratégico de negocio no es el futuro: es la protago nista absoluta del liderazgo estratégico actual.Descubriremos el avance real de las empresas en su transformación AI Driven con tres casos de é xito en tres industrias de sectores y tamaños totalmente diferentes abre n sus resultados AI Driven para mostrarte cómo resolver el mayor desafí o corporativo actual: transformar el modelo empresarial bajo una IA respo nsable. Sin teoría. Solo metodologías reales\, desafíos\, retos y mét ricas de impacto. URL:https://www.des-show.com/es/agenda-sessions/transformacion-ai-driven- casos-reales-de-tres-industrias-que-redisenan-su-liderazgo-empresarial-20 260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-81054@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T170000 DTEND;TZID=Europe/Madrid:20260609T171500 SUMMARY:Lessons learned one year after the EU AI Act DESCRIPTION:This keynote explores what really happens when AI\, ethics\, and compliance collide one year after the EU AI Act came into force. Movi ng beyond legal theory\, it examines how organizations have had to redesi gn their data governance\, model risk management\, and AI operating model s to meet new ethical and regulatory expectations. Rather than treating c ompliance as a checklist\, the session looks at how questions of fairness \, transparency\, accountability\, and data protection now shape how AI s ystems are built\, deployed\, and governed. It highlights how ethical pri nciples are being translated into concrete controls inside data pipelines \, model development\, and cloud platforms. URL:https://www.des-show.com/es/agenda-sessions/lessons-learned-one-year- after-the-eu-ai-act-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-224556@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T170000 DTEND;TZID=Europe/Madrid:20260609T171500 SUMMARY:ADDITIV – Additiv Digital Platform DESCRIPTION:Additiv provides an API-first\, cloud-native orchestration pl atform that enables banks\, insurers\, asset managers\, and non-financial platforms to design\, embed\, and scale financial services (wealth\, ban king\, credit\, insurance) without replacing core systems. URL:https://www.des-show.com/es/agenda-sessions/additiv-additiv-digital-p latform-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-115358@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T170000 DTEND;TZID=Europe/Madrid:20260609T172000 SUMMARY:Detrás del éxito de los grandes creadores: talento\, estrategia y creación de contenido DESCRIPTION:En esta conversación con Irene Cívico\,  Directora de Tale nt Management en Vizz Agency\, agencia que representa a talentos como Rub ius\, IlloJuan\, Cristinini o Nil Ojeda\, analizaremos la evolución de e stas influyentes figuras del entorno digital. Una sesión para entender c ómo se ha profesionalizado el sector\, qué hay detrás de la gestión d e grandes creadores y qué factores influyen a la hora de elegir —o rec hazar— colaboraciones con marcas. URL:https://www.des-show.com/es/agenda-sessions/detras-del-exito-de-los-g randes-creadores-talento-estrategia-y-creacion-de-contenido-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-78286@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T170000 DTEND;TZID=Europe/Madrid:20260609T173000 SUMMARY:Sovereign tech or breakdown: The new race for ethical\, competit ive AI DESCRIPTION:As AI reshapes global power and competitiveness\, the debate around technological sovereignty becomes critical. This roundtable explor es the race to build ethical\, competitive AI\, the risks of dependency a nd fragmentation\, and the strategic decisions shaping digital resilience \, trust\, and long-term innovation. URL:https://www.des-show.com/es/agenda-sessions/sovereign-tech-or-breakdo wn-the-new-race-for-ethical-competitive-ai-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-83885@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T170000 DTEND;TZID=Europe/Madrid:20260609T173000 SUMMARY:ILUNION: ESG as a Competitive Advantage — From Purpose to Perfo rmance DESCRIPTION:In a world where ESG is often treated as reporting or complia nce\, this session offers a different perspective: what happens when sust ainability becomes the core of the business model. URL:https://www.des-show.com/es/agenda-sessions/ilunion-esg-as-a-competit ive-advantage-from-purpose-to-performance-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-81056@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T171000 DTEND;TZID=Europe/Madrid:20260609T173000 SUMMARY:AI in Spanish marketing DESCRIPTION:Artificial Intelligence is rapidly redefining the marketing l andscape in Spanish-speaking markets. From hyper-personalized customer ex periences to predictive analytics and automated content generation\, AI i s enabling brands to connect with audiences in more relevant\, scalable\, and data-driven ways.This keynote explores how companies are integrating AI into their marketing strategies across Spain and Latin America\, the opportunities it creates for growth and innovation\, and the ethical and regulatory challenges that must be addressed. A forward-looking perspecti ve on how AI is transforming creativity\, performance\, and customer enga gement in the Spanish marketing ecosystem. URL:https://www.des-show.com/es/agenda-sessions/ai-in-spanish-marketing-2 0260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-81055@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T171500 DTEND;TZID=Europe/Madrid:20260609T174000 SUMMARY:AI for ROI: Strategies and pitfalls DESCRIPTION:This roundtable focuses on the practical realities of making AI deliver tangible returns. Participants will discuss common pitfalls\, such as poorly defined use cases\, weak integration into business process es\, and unrealistic expectations. The session encourages honest dialogue around what works\, what fails\, and how data and AI leaders can build c redible value roadmaps that withstand executive scrutiny. URL:https://www.des-show.com/es/agenda-sessions/ai-for-roi-strategies-and -pitfalls-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-225167@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T171500 DTEND;TZID=Europe/Madrid:20260609T174500 SUMMARY:SALAMANCA TECH – Innovación que construye futuro DESCRIPTION:Descubrimiento del ecosistema Salamanca Tech\, un nodo estrat égico que conecta la investigación científica con la industria. Presen tamos nuestros centros especializados en Biotecnología\, IA y Sostenibil idad. URL:https://www.des-show.com/es/agenda-sessions/salamanca-tech-innovacion -que-construye-futuro-20260609/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-78290@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T172000 DTEND;TZID=Europe/Madrid:20260609T175000 SUMMARY:The business of experience: Tech innovation shaping the future of entertainment and media DESCRIPTION:The entertainment and media industry is being reshaped by rap id technological innovation\, transforming not only how content is create d and distributed\, but how audiences discover\, engage with\, and experi ence it. In the platform era\, data\, algorithms\, and digital ecosystems are redefining the relationship between creators\, platforms\, and consu mers.This conversation will explore how technology is driving new busines s models across entertainment—from personalized streaming and data-driv en content strategies to immersive and hybrid experiences that connect di gital and physical worlds. As innovation accelerates\, industry leaders w ill discuss how platforms are evolving to meet changing audience expectat ions and what the future of entertainment looks like in an increasingly t ech-driven landscape. URL:https://www.des-show.com/es/agenda-sessions/the-business-of-experienc e-tech-innovation-shaping-the-future-of-entertainment-and-media-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-83887@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T173000 DTEND;TZID=Europe/Madrid:20260609T175000 SUMMARY:Live shopping in real time DESCRIPTION:Exploration of live content as a conversion driver. It explai ns how to generate engagement and real-time sales. Key activation strateg ies. URL:https://www.des-show.com/es/agenda-sessions/live-shopping-in-real-tim e-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-93224@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T173000 DTEND;TZID=Europe/Madrid:20260609T175000 SUMMARY:Cookieless measurement\, no smoke and mirrors: Incrementality\, M MM\, experimentation\, and marketing success cases for ROI DESCRIPTION:As digital ecosystems move beyond cookies and opaque attribut ion models\, marketers face a new reality: proving impact without relying on flawed or outdated signals. This piece explores how modern measuremen t is evolving toward more transparent and scientifically grounded approac hes. It highlights incrementality as the gold standard for understanding true causal impact\, Marketing Mix Modeling (MMM) as a powerful tool for holistic and privacy-safe insights\, and experimentation as the backbone of credible decision-making. Additionally\, it showcases real marketing s uccess cases that demonstrate how these methodologies drive measurable bu siness outcomes and maximize ROI. Together\, these approaches provide a c learer\, more reliable framework for performance measurement—cutting th rough the noise and eliminating the “smoke and mirrors” of traditiona l attribution while proving what truly works.   URL:https://www.des-show.com/es/agenda-sessions/cookieless-measurement-no -smoke-and-mirrors-incrementality-mmm-experimentation-and-marketing-succe ss-cases-for-roi-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-98907@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T173000 DTEND;TZID=Europe/Madrid:20260609T175000 SUMMARY:400 People\, 4\,000 AI Agents: Redesigning the Hybrid Organisatio n DESCRIPTION:When someone asks how many people work at your company\, the honest answer will soon include both humans and AI agents. In this talk\, Andrés Spitzer -CEO of Civitatis- shares how organisations are being re designed from the inside out: not by cutting headcount\,but by multiplyin g the impact of every person. Using travel as a live example\, the sessio n maps the boundary between human judgment and agent execution\, and what it takes to build an organisation where both work together.     URL:https://www.des-show.com/es/agenda-sessions/400-people-4000-ai-agents -redesigning-the-hybrid-organisation-20260609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224554@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T173000 DTEND;TZID=Europe/Madrid:20260609T175000 SUMMARY:DOJO TECH – Pagos integrados: impulsa tus ventas en Retail DESCRIPTION:Una mirada práctica y sin tecnicismos diseñada para directi vos de retail que buscan maximizar la eficiencia de sus tiendas\, motivar a sus equipos y\, por encima de todo\, ver crecer sus márgenes de benef icio. URL:https://www.des-show.com/es/agenda-sessions/dojo-tech-pagos-integrado s-impulsa-tus-ventas-en-retail-20260609/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-83886@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T173000 DTEND;TZID=Europe/Madrid:20260609T181000 SUMMARY:People como motor de la transformación IA: las 10 claves para ac tivar el cambio real y su impacto en cultura\, talent acquisition y emplo yer branding DESCRIPTION:La IA genera inteligencia\, pero el valor sigue siendo profun damente humano\, y será la función de Personas quien lidere cómo este valor se activa\, se desarrolla y se traduce en impacto real en el negoci o. En esta sesión se compartirán las tendencias claves que están marca ndo esta transformación: cómo abordar un AI Road Map estratégico\, có mo redefinir el trabajo y las nuevas organizaciones humano‑agentes\, cu áles son las capacidades “AI ready” y cómo impulsar el change manag ement. Asimismo\, se abordará cómo estas tendencias están impactando e n la experiencia del empleado\, la cultura organizativa y la propuesta de valor\, y cómo estos cambios se aterrizan en ámbitos clave como Talent Acquisition y Employer Branding\, y cómo están redefiniendo la atracci ón y fidelización del talento en las organizaciones. URL:https://www.des-show.com/es/agenda-sessions/people-como-motor-de-la-t ransformacion-ia-las-10-claves-para-activar-el-cambio-real-y-su-impacto-e n-cultura-talent-acquisition-y-employer-branding-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-81057@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T174000 DTEND;TZID=Europe/Madrid:20260609T181000 SUMMARY:Data governance in the age of sovereignty & AI DESCRIPTION:This panel explores data sovereignty and trust as strategic i mperatives\, not just compliance topics. It examines how regulatory chang e\, geopolitical tension\, and cloud concentration are reshaping how orga nizations think about data ownership\, control\, and responsibility. Part icipants will discuss how to design governance models that protect trust while still enabling innovation and cross-border collaboration. URL:https://www.des-show.com/es/agenda-sessions/data-governance-in-the-ag e-of-sovereignty-ai-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-78291@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T175000 DTEND;TZID=Europe/Madrid:20260609T181000 SUMMARY:Play\, engage\, transform: Human-guided AI in entertainment DESCRIPTION:We examine how AI can be strategically integrated into entert ainment ecosystems while preserving cultural diversity and content qualit y. It outlines a human-guided approach to automation—defining which cre ative\, narrative\, and decision-making processes should remain human-dri ven to avoid homogenization of cultures and fan experiences. Through tech nical insights into AI models\, data governance\, and bias mitigation\, t he session demonstrates how to balance efficiency with authenticity\, ens uring that innovation enhances rather than erodes the cultural richness t hat defines global entertainment. URL:https://www.des-show.com/es/agenda-sessions/play-engage-transform-hum an-guided-ai-in-entertainment-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-224477@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T175000 DTEND;TZID=Europe/Madrid:20260609T181000 SUMMARY:GEO: la IA como aliado para captar la demanda DESCRIPTION:La inteligencia artificial está redefiniendo cómo las perso nas descubren marcas\, productos y contenidos. Ya no se trata solo de pos icionarse en Google\, sino de convertirse en la respuesta que ofrecen sis temas como ChatGPT\, Gemini o Perplexity. Esta sesión explora el paso de l SEO tradicional al GEO (Generative Engine Optimization)\, las nuevas re glas de visibilidad digital y las estrategias clave para destacar en la e ra de las respuestas generadas por IA. URL:https://www.des-show.com/es/agenda-sessions/geo-la-ia-como-aliado-par a-captar-la-demanda-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-225517@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T175000 DTEND;TZID=Europe/Madrid:20260609T181000 SUMMARY:NAOTIC – Optimization of charging solutions for electronic devi ces in the Retail and Logistics sectors DESCRIPTION:Overview of charging solutions and charging cabinets (shared systems and individual lockers)\, highlighting the advantages of battery charging monitoring and management. URL:https://www.des-show.com/es/agenda-sessions/naotic-optimization-of-ch arging-solutions-for-electronic-devices-in-the-retail-and-logistics-secto rs-20260609-2/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-83889@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T175000 DTEND;TZID=Europe/Madrid:20260609T183000 SUMMARY:Is sustainability a business in itself\, or do you build a busine ss based on sustainability? DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/is-sustainability-a-busin ess-in-itself-or-do-you-build-a-business-based-on-sustainability-20260609 / LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-93225@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T175000 DTEND;TZID=Europe/Madrid:20260609T183000 SUMMARY:AI: All Hype\, no impact? DESCRIPTION:Everyone is talking about AI\, but very few are scaling it. B ehind the headlines lies a reality of stalled pilots\, unclear ROI\, and organizational friction. This session creates a space for radical honesty among CIOs: what is actually delivering value\, what is failing\, and wh y. From data challenges to shadow AI\, this conversation cuts through the noise to confront the real state of enterprise AI. URL:https://www.des-show.com/es/agenda-sessions/ai-all-hype-no-impact-202 60609/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-81059@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T180000 DTEND;TZID=Europe/Madrid:20260609T183000 SUMMARY:Datamat Contest DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/datamat-contest-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-78292@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T181000 DTEND;TZID=Europe/Madrid:20260609T183000 SUMMARY:The new attention arena: Real-time\, data-driven entertainment DESCRIPTION:In an era where audiences shift in seconds\, winning the comp etition for attention demands real-time insights and AI-driven decision-m aking. This session explores how entertainment and sports organizations c an harness data\, automation\, and dynamic engagement to stay ahead in a hypercompetitive digital landscape. URL:https://www.des-show.com/es/agenda-sessions/the-new-attention-arena-r eal-time-data-driven-entertainment-20260609/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-81058@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T181000 DTEND;TZID=Europe/Madrid:20260609T183000 SUMMARY:Scaling data literacy through EdTech DESCRIPTION:This panel explores how organizations move beyond isolated tr aining programs to embed data literacy into everyday decision-making. It focuses on measuring impact\, building internal champion networks\, and a ligning skills development with business priorities. EdTech transformatio n\, such as how external educational technologies (micro-credentials\, on line adaptive learning\, partnerships with universities\, etc.) are resha ping organizational skills strategy. The panel will also examine how mode rn learning platforms and adaptive training models are accelerating the d evelopment of data-driven cultures at scale. URL:https://www.des-show.com/es/agenda-sessions/scaling-data-literacy-thr ough-edtech-20260609/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-81060@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T181000 DTEND;TZID=Europe/Madrid:20260609T183000 SUMMARY:The opportunity map: How to see what others can’t DESCRIPTION:What if opportunities follow patterns?After founding multiple ventures and mapping hundreds of decisions across Europe\, the Middle Ea st\, and the U.S. business ecosystem\, Francisco Calderón Reyes discover ed that opportunities leave signals—early clues that anyone can learn t o read.In this TED-style keynote\, Francisco introducesThe Opportunity Ma p\, a visual mental model that helps audiences understand timing\, inters ections\, weak signals\, and the real forces behind what people usually c all “luck.” A unique part of this keynote explores how international opportunities emerge at the intersection of markets. URL:https://www.des-show.com/es/agenda-sessions/the-opportunity-map-how-t o-see-what-others-cant-20260609/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-83888@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260609T181000 DTEND;TZID=Europe/Madrid:20260609T183000 SUMMARY:Cómo escalar e innovar en la empresa familiar sin perder el ADN DESCRIPTION:¿Es posible cambiarlo todo sin dejar de ser nosotros mismos? Gestionar el relevo generacional es\, en sí mismo\, un reto empresarial . Pero hacerlo mientras se lidera una expansión internacional con crecim iento exponencial\, aplicando una profunda innovación y transformación estructural\, puede resultar misión imposible. El riesgo es doble: morir por parálisis ante el legado o fracturar la cultura corporativa en la c arrera por la innovación. En esta sesión desgranaremos la hoja de ruta práctica para navegar la "tormenta perfecta" del crecimiento y los hitos para liderar una compañía familiar que decide saltar al escenario glob al bajo una nueva guardia. URL:https://www.des-show.com/es/agenda-sessions/como-escalar-e-innovar-en -la-empresa-familiar-sin-perder-el-adn-20260609/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-73724@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T100000 DTEND;TZID=Europe/Madrid:20260610T102000 SUMMARY:CIOS as strategic partners in innovation a technology as a busine ss growth engine DESCRIPTION:CIOs are no longer just technology stewards—they are key dr ivers of business innovation. This session explores how CIOs can partner with leadership to shape strategy\, foster digital innovation\, and unloc k enterprise-wide value. URL:https://www.des-show.com/es/agenda-sessions/cios-as-strategic-partner s-in-innovation-a-technology-as-a-business-growth-engine-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-73725@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T100000 DTEND;TZID=Europe/Madrid:20260610T102000 SUMMARY:How to orchestrate change in CX and EX DESCRIPTION:This keynote explores how leaders can successfully orchestrat e organizational change to elevate both Customer Experience (CX) and Empl oyee Experience (EX). It highlights key principles\, leadership mindsets\ , and strategic actions needed to align culture\, processes\, and technol ogy\, driving sustainable transformation and lasting business impact. URL:https://www.des-show.com/es/agenda-sessions/how-to-orchestrate-change -in-cx-and-ex-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-85808@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T100000 DTEND;TZID=Europe/Madrid:20260610T102000 SUMMARY:Bio-hacking emocional: el sistema operativo del líder 5.0 DESCRIPTION:En 2026\, la IA acelera análisis\, predicciones y decisiones operativas\; pero el cuello de botella real de la transformación digita l es el líder: saturado\, cansado y obligado a decidir con datos infinit os\, presión constante e incertidumbre. Ana González\, psicóloga y ref erente en liderazgo empresarial\, propone un marco claro y memorable para entender la evolución del liderazgo (1.0 mandaba\, 2.0 gestionaba\, 3.0 motivaba\, 4.0 se digitalizaba) y por qué hoy emerge el líder 5.0: el que se regula\, decide y sostiene. La ponencia aterriza el concepto con p sicología aplicada\, coaching ejecutivo y bio-hacking emocional orientad o a empresa: cómo reprogramar respuestas biológicas al estrés\, reduci r bloqueo y recuperar claridad para decidir cuando no hay respuestas clar as. Incluye do’s and don’ts ejecutivos y un protocolo breve de regula ción aplicable antes de reuniones críticas\, negociaciones o decisiones de alto impacto\, para pasar de urgencia a criterio. La idea central es directa: la IA puede optimizar procesos\, pero solo un líder regulado pu ede sostener decisiones\, cultura y dirección sin quemar a la organizaci ón. URL:https://www.des-show.com/es/agenda-sessions/bio-hacking-emocional-el- sistema-operativo-del-lider-5-0-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-182395@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T100000 DTEND;TZID=Europe/Madrid:20260610T102000 SUMMARY:When machines learn\, leaders must evolve: The rise of the augmen ted leader DESCRIPTION:Artificial intelligence is no longer just a technological too l. It is becoming part of how organizations decide\, learn\, compete\, an d create value. As machines become better at processing data\, generating insights\, and automating decisions\, the real leadership challenge is n ot whether people will still matter. It is what kind of human leadership will matter most.This session introduces the concept of the augmented lea der: a new leadership profile capable of combining human judgment with ma chine intelligence. Based on recent academic work on AI-integrated leader ship development\, the talk explores four essential competencies for lead ers in AI-mediated environments: algorithmic literacy\, strategic use of AI\, ethical governance\, and culture and adoption.The key argument is si mple: machines may learn\, but people still give direction\, meaning\, re sponsibility\, and trust. The leaders who will create value in the AI era will not be those who delegate judgment to algorithms\, nor those who re sist technological change. They will be those who understand how to work with AI critically\, strategically\, and ethically.Through practical exam ples from business\, education\, and digital transformation\, the session will show why AI adoption often fails not because of the technology\, bu t because of leadership gaps. The future belongs to organizations that ca n turn artificial intelligence into augmented intelligence\, where machin es improve decisions\, but humans remain accountable for purpose\, values \, and impact.   URL:https://www.des-show.com/es/agenda-sessions/when-machines-learn-leade rs-must-evolve-the-rise-of-the-augmented-leader-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-225053@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T100000 DTEND;TZID=Europe/Madrid:20260610T102000 SUMMARY:Apertura institucional DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/apertura-institucional-20 260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-121176@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T100000 DTEND;TZID=Europe/Madrid:20260610T104000 SUMMARY:Marketplaces y marcas: colaborar sin perder el control DESCRIPTION:Explorar cómo las marcas y los marketplaces pueden trabajar juntos de manera eficaz\, equilibrando objetivos de crecimiento compartid os con la necesidad de mantener el control sobre el posicionamiento de la marca\, la experiencia del cliente y el rendimiento comercial.   URL:https://www.des-show.com/es/agenda-sessions/marketplaces-y-marcas-col aborar-sin-perder-el-control-20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85809@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T102000 DTEND;TZID=Europe/Madrid:20260610T103500 SUMMARY:La justicia al alcance del ciudadano DESCRIPTION:La inteligencia artificial permite que los gobiernos tomen de cisiones más rápidas\, precisas y centradas en el ciudadano. Esta sesi ón analiza cómo combinar datos\, algoritmos y criterio humano para opti mizar políticas públicas y servicios sin perder la visión ética y soc ial. URL:https://www.des-show.com/es/agenda-sessions/la-justicia-al-alcance-de l-ciudadano-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85811@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T102000 DTEND;TZID=Europe/Madrid:20260610T104000 SUMMARY:Tecnologías exponenciales para marketing en retail e e-commerce DESCRIPTION:El sector del retail y el e-commerce está experimentando una transformación acelerada impulsada por tecnologías exponenciales como la inteligencia artificial\, el big data\, la automatización\, la realid ad aumentada y el Internet de las cosas. Estas innovaciones no solo está n redefiniendo la experiencia del cliente\, sino también optimizando la cadena de suministro\, la personalización de productos y la toma de deci siones en tiempo real. URL:https://www.des-show.com/es/agenda-sessions/tecnologias-exponenciales -para-marketing-en-retail-e-e-commerce-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-73726@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T102000 DTEND;TZID=Europe/Madrid:20260610T105000 SUMMARY:AI-enabled customer experience: The next frontier DESCRIPTION:AI is redefining how businesses engage with customers. Learn how intelligent systems anticipate needs\, personalize interactions\, and enhance satisfaction at scale\, creating a new frontier in customer expe rience management. URL:https://www.des-show.com/es/agenda-sessions/ai-enabled-customer-exper ience-the-next-frontier-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85810@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T102000 DTEND;TZID=Europe/Madrid:20260610T105000 SUMMARY:Scaling AI in Europe: Cloud\, sovereignty and choice DESCRIPTION:This session explores how Tencent Cloud enables AI at scale\, from infrastructure and models to the emerging layer of AI agents transf orming real-world business operations. Drawing on global experience\, Ten cent plays a unique role in bridging innovation ecosystems and translatin g AI into practical\, enterprise-ready solutions. The discussion will exa mine how the integration of global expertise with Europe's priorities suc h as digital sovereignty\, infrastructure resilience and flexible hybrid\ , multi-cloud strategies can accelerate the adoption of scalable\, secure and cost-efficient AI. URL:https://www.des-show.com/es/agenda-sessions/scaling-ai-in-europe-clou d-sovereignty-and-choice-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85812@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T102000 DTEND;TZID=Europe/Madrid:20260610T105000 SUMMARY:Impacto de la digitalización en los consejos de administración DESCRIPTION:El objetivo de esta sesión es analizar cómo la digitalizaci ón está redefiniendo el rol del Consejo de Administración: su agenda e stratégica\, capacidades\, funcionamiento y papel en la supervisión de tecnologías como la inteligencia artificial. La conversación combinará enfoques de gobierno corporativo\, tecnología\, IA y transformación or ganizativa. URL:https://www.des-show.com/es/agenda-sessions/impacto-de-la-digitalizac ion-en-los-consejos-de-administracion-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224760@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T103000 DTEND;TZID=Europe/Madrid:20260610T104500 SUMMARY:MDW – What Does a Data-Driven Company Look Like in 2026 DESCRIPTION:MDW\, specialist in Data & AI\, shares real-world use cases o f how leading European companies leverage data to integrate AI\, automate processes and enable smarter decisions at every level. In 2026\, data is behind every competitive advantage. URL:https://www.des-show.com/es/agenda-sessions/mdw-what-does-a-data-driv en-company-look-like-in-2026-20260610-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224431@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T103000 DTEND;TZID=Europe/Madrid:20260610T120000 SUMMARY:STARTUPS THE SCALE UP! – Manufacturing DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/startups-the-scale-up-man ufacturing-20260610/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85813@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T103500 DTEND;TZID=Europe/Madrid:20260610T105000 SUMMARY:Instrumentos para la transformación digital pública DESCRIPTION:Esta sesión abordará los principales marcos\, herramientas y palancas que están impulsando la transformación digital en las admini straciones públicas.Asimismo\, se debatirá sobre la importancia de la c olaboración público-privada\, la financiación y los marcos normativos que permiten acelerar el cambio\, poniendo el foco en cómo generar servi cios públicos más eficientes\, accesibles y centrados en la ciudadanía . URL:https://www.des-show.com/es/agenda-sessions/instrumentos-para-la-tran sformacion-digital-publica-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-121177@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T104000 DTEND;TZID=Europe/Madrid:20260610T110000 SUMMARY:Asociación Española de Comercio Electrónico DESCRIPTION:Presenta a la Asociación Española de Comercio Electrónico: quiénes somos\, nuestra misión y cómo apoyamos el ecosistema del come rcio electrónico. URL:https://www.des-show.com/es/agenda-sessions/asociacion-espanola-de-co mercio-electronico-20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-225054@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T104000 DTEND;TZID=Europe/Madrid:20260610T110000 SUMMARY:Tiktok live\, el entretenimiento impulsado por la comunidad que g enera negocio DESCRIPTION:TikTok LIVE se ha consolidado como un motor de crecimiento ec onómico en España\, transformando el entretenimiento en carreras profes ionales y generando nuevos modelos de negocio. Agencias como L3tcraft lid eran la transformación del sector\, con iniciativas innovadoras para pot enciar el desarrollo de la industria a través del entretenimiento. URL:https://www.des-show.com/es/agenda-sessions/tiktok-live-el-entretenim iento-impulsado-por-la-comunidad-que-genera-negocio-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-225518@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T104500 DTEND;TZID=Europe/Madrid:20260610T110000 SUMMARY:AIRTOOL – Por qué la IA fracasa cuando datos\, procesos y lide razgo no están preparados DESCRIPTION:¿Por qué tantas iniciativas de IA no generan el impacto esp erado? Exploraremos los verdaderos factores de fracaso: calidad del dato\ , procesos operativos\, gobernanza e integración con sistemas empresaria les\, y qué separa a los proyectos que escalan de los que no. URL:https://www.des-show.com/es/agenda-sessions/airtool-por-que-la-ia-fra casa-cuando-datos-procesos-y-liderazgo-no-estan-preparados-20260610-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85815@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T105000 DTEND;TZID=Europe/Madrid:20260610T111000 SUMMARY:Arquitectura 360°: de la toma de datos a la experiencia inmersiv a DESCRIPTION:Los Servicios de Fomento de Empleo Agrario (PFEA) y Arquitec tura y Planeamiento de la Diputación Provincial de Málaga apuestan por la transformación digital en la redacción de proyectos públicos. Media nte la integración de la metodología BIM (Building Information Modellin g) y herramientas de visualización realista\, elevan el estándar técni co desde el primer boceto\, convirtiendo cada fase del diseño en una exp eriencia inmersiva y de máxima precisión. URL:https://www.des-show.com/es/agenda-sessions/arquitectura-360-de-la-to ma-de-datos-a-la-experiencia-inmersiva-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-225055@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T105000 DTEND;TZID=Europe/Madrid:20260610T111000 SUMMARY:Scaling AI through strategic talent partnerships DESCRIPTION:"Mapfre and Malt explore the critical leap in AI: moving from experimentation to becoming a true operational engine for the business. Through Mapfre's experience\, we will demonstrate that successfully imple menting critical use cases relies not just on technology\, but on the abi lity to agilely access expert\, senior talent.We will explain how a strat egic partnership with Malt allows large corporations to go beyond merely filling technical roles. It provides a partner to help define needs\, pri oritize roadmaps\, and deploy robust AI architectures through immediate a ccess to the market's top freelance talent\, ensuring AI becomes a sustai nable competitive advantage rather than just another proof of concept."   URL:https://www.des-show.com/es/agenda-sessions/scaling-ai-through-strate gic-talent-partnerships-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85818@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T105000 DTEND;TZID=Europe/Madrid:20260610T112000 SUMMARY:Incentivos digitales para la empresa española: impulsar el negoc io DESCRIPTION:La innovación es el motor del crecimiento empresarial. Anali za cómo las pymes pueden reinventar procesos\, productos y modelos de ne gocio para competir con éxito en mercados cada vez más digitales. URL:https://www.des-show.com/es/agenda-sessions/incentivos-digitales-para -la-empresa-espanola-impulsar-el-negocio-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-146279@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T105000 DTEND;TZID=Europe/Madrid:20260610T112000 SUMMARY:CCAA: Motores regionales europeos de soberanía en IA en servicio s públicos DESCRIPTION:A medida que Europa avanza hacia la soberanía tecnológica\, las comunidades autónomas se consolidan como actores clave en la adopci ón de la inteligencia artificial en los servicios públicos. Esta sesió n analiza cómo las CCAA están impulsando la innovación mediante el uso de IA para transformar ámbitos como la sanidad\, la educación\, la mov ilidad y la atención al ciudadano\, manteniendo al mismo tiempo el contr ol sobre los datos\, las infraestructuras y el cumplimiento normativo.A t ravés de iniciativas reales y visiones estratégicas\, se abordará cóm o las regiones pueden equilibrar la innovación con una gobernanza ética \, dinamizar ecosistemas locales y colaborar a escala europea para amplif icar su impacto. Desde la creación de marcos de datos confiables hasta e l despliegue de soluciones que mejoran la eficiencia y la inclusión\, es ta sesión pone en valor el papel de los territorios en la construcción de un futuro digital soberano y centrado en el ciudadano. URL:https://www.des-show.com/es/agenda-sessions/ccaa-motores-regionales-e uropeos-de-soberania-en-ia-en-servicios-publicos-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-224163@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T110000 DTEND;TZID=Europe/Madrid:20260610T111500 SUMMARY:KOMPASS – MarTech: Convirtiendo datos B2B impulsados por IA en ingresos DESCRIPTION:En un entorno B2B saturado de datos\, el reto no es tener inf ormación\, sino convertirla en negocio. Mostraremos cómo el MarTech con IA transforma la prospección: llegar a cuentas correctas\, con el mensa je adecuado y en el momento preciso. Descubre cómo convertir datos en op ortunidades de crecimiento. URL:https://www.des-show.com/es/agenda-sessions/kompass-martech-convirtie ndo-datos-b2b-impulsados-por-ia-en-ingresos-20260610/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-73727@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T110000 DTEND;TZID=Europe/Madrid:20260610T112000 SUMMARY:AI-Powered marketing: Sanofi: The shift from AI projects to AI cu lture DESCRIPTION:AI in marketing is evolving from isolated experiments to beco ming a core cultural capability across organizations. The real transforma tion happens when AI is no longer treated as a standalone project\, but a s a mindset embedded into decision-making\, creativity\, and customer eng agement. In this session\, SANOFI will share its journey from implementin g AI initiatives to building an AI-driven culture within marketing teams. Attendees will discover key lessons\, challenges\, and strategies for sc aling AI adoption while fostering innovation\, collaboration\, and busine ss impact across the organization.   URL:https://www.des-show.com/es/agenda-sessions/ai-powered-marketing-sano fi-the-shift-from-ai-projects-to-ai-culture-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-121178@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T110000 DTEND;TZID=Europe/Madrid:20260610T114000 SUMMARY:Sostenibilidad en el comercio electrónico: embalaje\, entrega y circularidad DESCRIPTION:Una sesión práctica sobre cómo la sostenibilidad se convie rte en una ventaja competitiva en el comercio electrónico. Cubriremos tr es palancas de alto impacto: el embalaje (Bolsalea)\, la entrega a escala de menores emisiones (Amazon) y la circularidad/recomercio (Wallapop)— y cerraremos con un manual conciso y KPIs medibles para reducir el impact o sin sacrificar la experiencia del cliente ni la rentabilidad. URL:https://www.des-show.com/es/agenda-sessions/sostenibilidad-en-el-come rcio-electronico-embalaje-entrega-y-circularidad-20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85814@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T111000 DTEND;TZID=Europe/Madrid:20260610T113000 SUMMARY:Digital bridges — China and Spain shaping the future of busines s and digital transformation DESCRIPTION:We explore how China and Spain are strengthening their cooper ation through joint projects\, strategic investments\, and public-private partnerships focused on digitalization and business development. We exam ine current cases that highlight collaboration in areas such as technolog y infrastructure\, innovation ecosystems\, and market expansion\, offerin g insights into how both countries are leveraging shared expertise to acc elerate growth. The conversation also reflects on challenges and opportun ities\, providing a forward-looking perspective on how this partnership c ould influence global competitiveness\, digital transformation\, and sust ainable economic ties in the years ahead. URL:https://www.des-show.com/es/agenda-sessions/digital-bridges-china-and -spain-shaping-the-future-of-business-and-digital-transformation-20260610 / LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85816@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T111000 DTEND;TZID=Europe/Madrid:20260610T114000 SUMMARY:Automation-first: Redefining operational efficiency DESCRIPTION:Automation is moving beyond process optimization to strategic transformation. This session examines how RPA\, AI\, and orchestration p latforms enable faster\, smarter\, and more resilient operations across i ndustries. URL:https://www.des-show.com/es/agenda-sessions/automation-first-redefini ng-operational-efficiency-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-224164@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T111500 DTEND;TZID=Europe/Madrid:20260610T113000 SUMMARY:ARELANCE – Más allá de la IA y la Ciberseguridad: Talento y F ormación como clave estratégica DESCRIPTION:La continuidad de negocio y la ciberseguridad ya no dependen solo de la tecnología\, sino de la capacidad de las organizaciones para gestionar\, formar y escalar el talento humano. URL:https://www.des-show.com/es/agenda-sessions/arelance-mas-alla-de-la-i a-y-la-ciberseguridad-talento-y-formacion-como-clave-estrategica-20260610 / LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85817@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T112000 DTEND;TZID=Europe/Madrid:20260610T114000 SUMMARY:Spatial AI — the next computing ecosystem: when intelligence be comes spatial\, the world becomes the interface DESCRIPTION:Spatial AI is emerging as the foundation of the next computin g paradigm\, where digital intelligence interacts seamlessly with the phy sical world. By combining AI\, sensors\, and spatial computing\, machines can understand\, navigate\, and respond to real-world environments in re al time. This session will explore how Spatial AI is shaping new ecosyste ms across industries—from smart cities and robotics to immersive experi ences and next-generation interfaces—unlocking new possibilities for in novation and human-machine interaction. URL:https://www.des-show.com/es/agenda-sessions/spatial-ai-the-next-compu ting-ecosystem-when-intelligence-becomes-spatial-the-world-becomes-the-in terface-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-85819@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T112000 DTEND;TZID=Europe/Madrid:20260610T115000 SUMMARY:Tecnologías críticas en la administración pública DESCRIPTION:En esta mesa analizaremos el papel estratégico de las tecnol ogías emergentes en la modernización del sector público y en la garant ía de servicios digitales seguros\, eficientes y confiables. Asimismo\, debatiremos sobre la relevancia de ámbitos clave como la ciberseguridad\ , la inteligencia artificial\, la gestión avanzada de datos\, las infrae structuras digitales y la regulación tecnológica\, abordando tanto su p otencial para mejorar la toma de decisiones y la prestación de servicios públicos como los desafíos asociados a la gobernanza\, la protección de derechos\, la competencia en mercados digitales y la soberanía tecnol ógica. URL:https://www.des-show.com/es/agenda-sessions/tecnologias-criticas-en-l a-administracion-publica-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85822@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T112000 DTEND;TZID=Europe/Madrid:20260610T115000 SUMMARY:IA para pymes: productividad\, eficiencia y resultados reales DESCRIPTION:Una mesa orientada a negocio que abordará cómo la inteligen cia artificial está comenzando a transformar la productividad\, la compe titividad y la eficiencia de las pequeñas y medianas empresas. A través de experiencias\, visión empresarial y casos de aplicación reales\, lo s ponentes analizarán las oportunidades\, barreras y retos que supone la adopción de la IA en el entorno pyme\, así como el papel del liderazgo \, la cultura del dato y la transformación organizativa en este nuevo es cenario. Una conversación enfocada en acercar la IA al tejido empresaria l desde una perspectiva práctica\, estratégica y accesible. URL:https://www.des-show.com/es/agenda-sessions/ia-para-pymes-productivid ad-eficiencia-y-resultados-reales-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224724@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T113000 DTEND;TZID=Europe/Madrid:20260610T114500 SUMMARY:MOBILITY FOR WORK – De la resiliencia en la cadena de suministr o a la gestión del dato: Cómo la optimización de las operaciones ​ac elera la transición hacia la sostenibilidad DESCRIPTION:En un entorno donde las regulaciones de sostenibilidad evoluc ionan cada vez más rápido\, muchas empresas descubren que el verdadero desafío no es únicamente cumplir la normativa\, sino preparar sus opera ciones y datos para hacerlo de forma eficiente. Esta ponencia explora có mo la optimización operati URL:https://www.des-show.com/es/agenda-sessions/mobility-for-work-de-la-r esiliencia-en-la-cadena-de-suministro-a-la-gestion-del-dato-como-la-optim izacion-de-las-operaciones-acelera-la-transicion-hacia-la-sostenibilidad- 20260610/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-225168@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T113000 DTEND;TZID=Europe/Madrid:20260610T115000 SUMMARY:El nuevo paradigma de la gestión pública DESCRIPTION:La transformación digital está redefiniendo la gestión pú blica mediante la incorporación de tecnologías innovadoras que optimiza n procesos\, mejoran la toma de decisiones y fortalecen la eficiencia ins titucional. Este nuevo paradigma sitúa al ciudadano en el centro de los servicios públicos\, promoviendo una administración más ágil\, transp arente y orientada a resultados.   URL:https://www.des-show.com/es/agenda-sessions/el-nuevo-paradigma-de-la- gestion-publica-20260610-2/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-212583@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T114000 DTEND;TZID=Europe/Madrid:20260610T115000 SUMMARY:URBANTZ – Urbantz AI Assistant: Transforming Last-Mile Delivery with Predictive Intelligence DESCRIPTION:Discover how Urbantz AI Assistant transforms last-mile delive ry operations through real-time\, predictive decision-making. This demo s howcases how Dynamic Dispatch continuously optimizes routes and resources \, enabling companies to increase delivery capacity\, reduce costs\, and lower emissions. URL:https://www.des-show.com/es/agenda-sessions/urbantz-urbantz-ai-assist ant-transforming-last-mile-delivery-with-predictive-intelligence-20260610 / LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85821@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T114000 DTEND;TZID=Europe/Madrid:20260610T120000 SUMMARY:The new executive skill in the age of AI: Sensemaking DESCRIPTION:In an enterprise landscape flooded with dashboards\, algorith ms\, and AI agents\, leaders are no longer valued for providing informati on\, but for creating meaning. This talk explores sensemaking as the new critical executive skill in the age of AI: the ability to translate compl ex\, data-rich outputs into clear narratives that enable fast\, confident decisions. Participants will learn why storytelling is no longer a soft skill\, but a strategic capability for leading AI-driven organisations. URL:https://www.des-show.com/es/agenda-sessions/the-new-executive-skill-i n-the-age-of-ai-sensemaking-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-225169@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T114000 DTEND;TZID=Europe/Madrid:20260610T120000 SUMMARY:MULTISAFE PAY – The Checkout Is Dead: How Payments Became a Gro wth Engine DESCRIPTION:How Payments Became a Growth Engine URL:https://www.des-show.com/es/agenda-sessions/multisafe-pay-the-checkou t-is-dead-how-payments-became-a-growth-engine-20260610-2/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85820@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T114000 DTEND;TZID=Europe/Madrid:20260610T122000 SUMMARY:AI and data-driven: Real cases DESCRIPTION:AI and data-driven strategies are transforming how organizati ons operate\, make decisions\, and create value. Beyond theory\, the real impact lies in how these technologies are applied in practice. This sess ion will showcase real-world use cases where AI and data have delivered m easurable results\, offering practical insights into implementation\, cha llenges\, and key success factors for driving business impact. URL:https://www.des-show.com/es/agenda-sessions/ai-and-data-driven-real-c ases-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-225132@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T114500 DTEND;TZID=Europe/Madrid:20260610T120000 SUMMARY:CATWORKX – Atlassian Rovo AI: agentes que trabajan juntos para que la estrategia cobre vida DESCRIPTION:Las organizaciones no fallan por falta de estrategia\, fallan porque la estrategia\, la ejecución y el conocimiento no están conecta dos. En esta sesión presentamos Atlassian Rovo Agent Suite: un sistema c oordinado de agentes de IA que se activa sobre el stack Atlassian que ya usas (Jira y Confluence) y conecta la estrategia con el trabajo del día a día. Los agentes comparten contexto\, reducen la coordinación manual y hacen que el valor se componga en lugar de sumarse. Mismo equipo\, mism o stack\, resultados multiplicados. URL:https://www.des-show.com/es/agenda-sessions/catworkx-atlassian-rovo-a i-agentes-que-trabajan-juntos-para-que-la-estrategia-cobre-vida-20260610- 2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85823@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T115000 DTEND;TZID=Europe/Madrid:20260610T121000 SUMMARY:Formación digital y talento senior en la función pública DESCRIPTION:Esta sesión se centrará en el desarrollo de competencias di gitales dentro de la función pública\, con especial atención al talent o senior como motor clave del cambio. Se analizarán estrategias de capac itación\, reskilling y aprendizaje continuo que permitan a los empleados públicos adaptarse a los nuevos entornos digitales. Además\, se pondr á en valor la experiencia del talento senior\, explorando cómo integrar la con nuevas habilidades tecnológicas para fomentar equipos intergenera cionales\, impulsar la innovación y garantizar una transformación digit al inclusiva y sostenible URL:https://www.des-show.com/es/agenda-sessions/formacion-digital-y-talen to-senior-en-la-funcion-publica-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-159997@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T115000 DTEND;TZID=Europe/Madrid:20260610T122000 SUMMARY:Co-liderazgo humano-IA: el nuevo consejo de administración DESCRIPTION:Esta mesa explora cómo la colaboración entre humanos e inte ligencia artificial está transformando la toma de decisiones en los nive les más altos de las organizaciones. Lejos de sustituir el liderazgo hum ano\, la IA actúa como un aliado estratégico que potencia el análisis\ , la anticipación y la eficiencia. Los participantes abordarán cómo in tegrar la inteligencia artificial en los comités de dirección\, redefin ir roles y responsabilidades\, y construir modelos de liderazgo híbridos capaces de afrontar entornos complejos y en constante cambio. URL:https://www.des-show.com/es/agenda-sessions/co-liderazgo-humano-ia-el -nuevo-consejo-de-administracion-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85824@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T115000 DTEND;TZID=Europe/Madrid:20260610T124000 SUMMARY:AI that delivers DESCRIPTION:Randi Zuckerberg brings a uniquely executive perspective on h ow artificial intelligence moves from hype to measurable business impact. Drawing on her career at the intersection of technology\, media\, and en trepreneurship—and her experience helping build and scale revenue-drivi ng products at Meta—Randi shares how AI has been successfully applied t o unlock growth\, improve advertising performance\, and drive strategic R OI at scale. She walks leaders through the evolution of inside one of the world’s most data-driven organizations\, highlighting the decisions\, trade-offs\, and leadership mindset required to turn advanced technology into sustained competitive advantage. Designed for B2B CEOs\, this talk o ffers practical insights on where to invest in AI\, how to align teams ar ound it\, and how to translate innovation into long-term\, bottom-line re sults. URL:https://www.des-show.com/es/agenda-sessions/ai-that-delivers-20260610 / LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224165@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T120000 DTEND;TZID=Europe/Madrid:20260610T121500 SUMMARY:PAYFIT – La IA para gestionar nóminas y recursos humanos DESCRIPTION:El departamento de Recursos Humanos está viviendo una transf ormación sin precedentes. La inteligencia artificial ya no es una promes a de futuro: es una herramienta real que está cambiando la forma en que las empresas gestionan sus nóminas\, contratos y procesos de RRHH hoy mi smo.  URL:https://www.des-show.com/es/agenda-sessions/payfit-la-ia-para-gestion ar-nominas-y-recursos-humanos-20260610/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-142869@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T120000 DTEND;TZID=Europe/Madrid:20260610T122000 SUMMARY:Stop dancing with AI shadows: The leadership crisis we should be talking about DESCRIPTION:The latest wave of generative AI has profound implications. I ts adoption rate is much faster than we have seen with any other digital technology. And precisely for this reason\, the rapid and responsible ado ption of this technology will determine whether your organization survive s or not in the medium term. But in a playing field that is changing at b reakneck speed and where simply staying afloat already seems difficult\, how do you prepare to get ahead?     URL:https://www.des-show.com/es/agenda-sessions/stop-dancing-with-ai-shad ows-the-leadership-crisis-we-should-be-talking-about-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-121179@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T120000 DTEND;TZID=Europe/Madrid:20260610T124000 SUMMARY:El poder de los datos: del conocimiento del cliente a la monetiza ción DESCRIPTION:Una sesión de casos de uso de los datos por parte de Adigita l\, Interflora y Destinia y veremos como convierten datos de cliente y op eración en acciones rentables. URL:https://www.des-show.com/es/agenda-sessions/el-poder-de-los-datos-del -conocimiento-del-cliente-a-la-monetizacion-20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85825@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T121000 DTEND;TZID=Europe/Madrid:20260610T124000 SUMMARY:Innovación en los servicios ciudadanos DESCRIPTION:La transformación de la administración pública está redef iniendo la manera en que los ciudadanos se relacionan con sus institucion es. Esta mesa abordará cómo la innovación\, impulsada por la digitaliz ación\, los datos y nuevos modelos de gestión\, está permitiendo dise ñar servicios públicos más accesibles\, personalizados y eficientes. A través de distintas perspectivas —desde el ámbito europeo hasta la g estión municipal y la colaboración con el sector tecnológico— se exp lorarán iniciativas que ponen al ciudadano en el centro\, mejoran la exp eriencia de usuario y refuerzan la transparencia y la confianza instituci onal. Se debatirá sobre los retos de modernizar estructuras tradicionale s\, la importancia de la interoperabilidad\, y el papel clave de la colab oración público-privada para acelerar el cambio. URL:https://www.des-show.com/es/agenda-sessions/innovacion-en-los-servici os-ciudadanos-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-224557@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T121500 DTEND;TZID=Europe/Madrid:20260610T123000 SUMMARY:MANAGE ENGINE – Workplace digital resiliente: Visibilidad del p unto final para la gestión autónoma y la orquestación de experiencias DESCRIPTION:En el panorama corporativo actual\, en constante evolución\, gestionar una fuerza laboral distribuida requiere más que solo herramie ntas estándar: requiere una estrategia unificada. Acompáñenos en esta sesión para profundizar en el futuro de la gestión empresarial y la efi ciencia operativa. URL:https://www.des-show.com/es/agenda-sessions/manage-engine-workplace-d igital-resiliente-visibilidad-del-punto-final-para-la-gestion-autonoma-y- la-orquestacion-de-experiencias-20260610/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224478@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T122000 DTEND;TZID=Europe/Madrid:20260610T124000 SUMMARY:Prepara tu empresa para la IA que viene DESCRIPTION:La IA ya no es una apuesta de futuro: es una condición para seguir siendo competitivo. Aún así\, muchas organizaciones intentan imp lementarla sin la infraestructura\, los datos ni la cultura necesarias pa ra sostenerla de verdad. En esta sesión los ponentes compartirán una vi sión práctica sobre cómo construir los cimientos que hacen posible una IA útil\, escalable y alineada con el negocio: desde la arquitectura te cnológica y la gobernanza del dato hasta el cambio cultural que exige la transformación digital. URL:https://www.des-show.com/es/agenda-sessions/prepara-tu-empresa-para-l a-ia-que-viene-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85826@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T122000 DTEND;TZID=Europe/Madrid:20260610T125000 SUMMARY:Data governance: The new C-suite priority DESCRIPTION:Data is a strategic asset—but only if governed properly. Th is session explores policies\, frameworks\, and executive oversight that ensure data quality\, security\, and compliance while driving business va lue. URL:https://www.des-show.com/es/agenda-sessions/data-governance-the-new-c -suite-priority-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85827@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T122000 DTEND;TZID=Europe/Madrid:20260610T125000 SUMMARY:Synthetic voices and technologies for customer experience DESCRIPTION:This session examines how synthetic voices and emerging techn ologies are transforming customer service and enhancing the overall custo mer experience. it explores the integration of ai-driven communication to ols\, chatbots\, and voice interfaces to provide faster\, more personaliz ed\, and consistent interactions. participants will discuss best practice s\, challenges\, and case studies on leveraging technology to improve sat isfaction\, efficiency\, and engagement while maintaining a human-centere d approach. URL:https://www.des-show.com/es/agenda-sessions/synthetic-voices-and-tech nologies-for-customer-experience-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-139466@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T123000 DTEND;TZID=Europe/Madrid:20260610T124500 SUMMARY:R2DOCUO – AI-Native Invoicing with Verifactu: Automating Issuin g and Capture DESCRIPTION:Discover how AI-native invoicing is transforming financial op erations in the Verifactu era. In this session\, we present a new approac h to issuing and processing invoices\, where manual data entry is no long er required. Learn how invoices can be generated from simple commands and how incoming documents—whether PDFs or photos—are automatically capt ured\, structured\, and integrated into your system. A practical look at how AI enables more efficient\, controlled\, and compliant invoicing proc esses within a unified business platform URL:https://www.des-show.com/es/agenda-sessions/r2docuo-ai-native-invoici ng-with-verifactu-automating-issuing-and-capture-20260610/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85828@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T124000 DTEND;TZID=Europe/Madrid:20260610T130000 SUMMARY:AESIA: supervisión de la inteligencia artificial DESCRIPTION:Conoce cómo la Agencia Española de Supervisión de la Intel igencia Artificial (AESIA) garantiza un desarrollo seguro\, ético y resp onsable de la IA en España\, protegiendo a ciudadanos\, empresas y admin istraciones frente a riesgos emergentes. URL:https://www.des-show.com/es/agenda-sessions/aesia-supervision-de-la-i nteligencia-artificial-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85829@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T124000 DTEND;TZID=Europe/Madrid:20260610T130000 SUMMARY:#CONVERSACIONESENISA: Entre Novelingo y Docline DESCRIPTION:Más allá de la estrategia\, los resultados son la clave. Es ta sesión presenta casos de éxito de empresas españolas que han lograd o beneficios tangibles a través de la digitalización y la innovación. URL:https://www.des-show.com/es/agenda-sessions/conversacionesenisa-entre -novelingo-y-docline-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-121180@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T124000 DTEND;TZID=Europe/Madrid:20260610T132000 SUMMARY:Europe eCommerce Playbook: Markets\, Rules and Execution DESCRIPTION:Provide a practical cross-border playbook for selling in Euro pe\, combining market opportunity\, operational execution\, and complianc e essentials.   URL:https://www.des-show.com/es/agenda-sessions/europe-ecommerce-playbook -markets-rules-and-execution-20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-224737@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T124500 DTEND;TZID=Europe/Madrid:20260610T125500 SUMMARY:INTERNALIA – When Half a City Asks at Once: Conversational AI f or Mass Events and Cities — The TuFerIA Case DESCRIPTION:Internal·IA deploys conversational AI for cities and mass ev ents. Seville Fair 2025–2026 with ATICA (two editions\, covered by Xata ka). Málaga Fair 2025: 25\,000 messages in a week. Málaga Holy Week 202 6: 10\,016 messages\, visual recognition of 45 brotherhoods\, real-time G PS. Continuous track record across Spanish cities — Málaga\, Marbella\ , Seville and beyond. Conversational AI has become public infrastructure. This session is for city councils and event organizers evaluating adopti on. URL:https://www.des-show.com/es/agenda-sessions/internalia-when-half-a-ci ty-asks-at-once-conversational-ai-for-mass-events-and-cities-the-tuferia- case-20260610/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-225056@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T124500 DTEND;TZID=Europe/Madrid:20260610T130000 SUMMARY:MALT – The European Tech Ecosystem: Scaling Your AI Roadmap wit h Independent Experts DESCRIPTION:Scaling enterprise AI is today’s ultimate challenge. Drawin g from the Malt Tech Trends Report\, see how organizations close the AI E xecution Gap via a Skills-First approach\, leveraging experts in LLM (+15 4%)\, data (+42%)\, and AI Governance (+380%) URL:https://www.des-show.com/es/agenda-sessions/malt-the-european-tech-ec osystem-scaling-your-ai-roadmap-with-independent-experts-20260610-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-179967@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T125000 DTEND;TZID=Europe/Madrid:20260610T131000 SUMMARY:AI-Powered marketing: next-gen strategies DESCRIPTION:AI is transforming strategy\, from campaign design to executi on. This session shows how organizations are using intelligent systems to optimize targeting\, content\, and timing for maximum impact.   URL:https://www.des-show.com/es/agenda-sessions/ai-powered-marketing-next -gen-strategies-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-85831@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T125000 DTEND;TZID=Europe/Madrid:20260610T132000 SUMMARY:Sustainable IT: Aligning green and digital goals DESCRIPTION:Digital transformation and sustainability must go hand in han d. Learn how organizations are integrating green IT practices\, energy-ef ficient data centers\, and sustainable technology strategies without comp romising performance. URL:https://www.des-show.com/es/agenda-sessions/sustainable-it-aligning-g reen-and-digital-goals-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-224761@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T125500 DTEND;TZID=Europe/Madrid:20260610T130500 SUMMARY:PITCH AVATAR – AI Avatars as Digital Workers: What Works and Wh at Fails in 2026 DESCRIPTION:You will learn about:   • Evolution of AI avatars: from a cute face to a digital worker • Top 5 business use cases for AI avatar s in 2026 • The key to success: what makes your avatar a trusted entity • The biggest implementation mistakes companies make in 2026 URL:https://www.des-show.com/es/agenda-sessions/pitch-avatar-ai-avatars-a s-digital-workers-what-works-and-what-fails-in-2026-20260610/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224166@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T130000 DTEND;TZID=Europe/Madrid:20260610T131500 SUMMARY:CLOUD APPI – Agentizamos tu compañía DESCRIPTION:Presentación de la empresa y sus servicios enfocados a gener ar valor gracias a la transformación agéntica URL:https://www.des-show.com/es/agenda-sessions/cloud-appi-agentizamos-tu -compania-20260610/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224576@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T130000 DTEND;TZID=Europe/Madrid:20260610T132000 SUMMARY:La nueva era de las infraestructuras críticas: IA\, datos y oper aciones en tiempo real DESCRIPTION:Una conversación basada en casos reales sobre cómo las orga nizaciones están modernizando sus operaciones críticas mediante infraes tructuras híbridas\, inteligencia artificial\, IoT e inteligencia de dat os. IBM y Telefónica Tech compartirán cómo las empresas están mejoran do la resiliencia\, la eficiencia operativa y la toma de decisiones conec tando infraestructuras\, datos y procesos de negocio a escala. URL:https://www.des-show.com/es/agenda-sessions/la-nueva-era-de-las-infra estructuras-criticas-ia-datos-y-operaciones-en-tiempo-real-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85830@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T130000 DTEND;TZID=Europe/Madrid:20260610T133000 SUMMARY:Formación y talento en lo público DESCRIPTION:Esta sesión abordará el papel clave de la formación y el d esarrollo del talento en el ámbito público como motor de modernización y mejora de los servicios a la ciudadanía. Se analizarán los principal es retos a los que se enfrentan las administraciones\, como la atracción y retención de talento\, la actualización de competencias digitales y la adaptación a nuevos modelos de trabajo. Asimismo\, se explorarán opo rtunidades para impulsar una cultura de aprendizaje continuo\, fomentar l a innovación y fortalecer las capacidades de los profesionales públicos en un contexto de transformación tecnológica y organizativa. Un espaci o para reflexionar sobre cómo construir administraciones más ágiles\, preparadas y orientadas al futuro. URL:https://www.des-show.com/es/agenda-sessions/formacion-y-talento-en-lo -publico-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85833@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T130000 DTEND;TZID=Europe/Madrid:20260610T133000 SUMMARY:The investor inbox: Por qué algunas startups consiguen respuesta y otras no DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/the-investor-inbox-por-qu e-algunas-startups-consiguen-respuesta-y-otras-no-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85832@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T131000 DTEND;TZID=Europe/Madrid:20260610T134000 SUMMARY:Un nuevo súper poder: AI Omnichannel Marketing DESCRIPTION:La inteligencia artificial está transformando el marketing o mnicanal\, permitiendo a las marcas ofrecer experiencias más personaliza das\, relevantes y consistentes en cada punto de contacto con el cliente. La combinación de datos\, automatización e inteligencia predictiva est á redefiniendo la forma de conectar con las audiencias. Esta sesión exp lorará cómo la IA se ha convertido en un nuevo superpoder para los equi pos de marketing\, impulsando estrategias más inteligentes\, optimizando la experiencia del cliente y generando mejores resultados de negocio a t ravés de una visión verdaderamente omnicanal. URL:https://www.des-show.com/es/agenda-sessions/un-nuevo-super-poder-ai-o mnichannel-marketing-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-224738@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T131500 DTEND;TZID=Europe/Madrid:20260610T133000 SUMMARY:TD-SYNNEX – Del dato al acceso\, una estrategia de seguridad in tegral DESCRIPTION:Un enfoque unificado para proteger el dato\, controlar el acc eso y asegurar la conectividad URL:https://www.des-show.com/es/agenda-sessions/td-synnex-del-dato-al-acc eso-una-estrategia-de-seguridad-integral-20260610-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-225120@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T131500 DTEND;TZID=Europe/Madrid:20260610T140000 SUMMARY:Ayuntamiento de Málaga – Presentaciones Empresas Promálaga DESCRIPTION:Las empresas participantes son: La Markinaria\, Pájaro Azul Digital\, Processap Robotics\, Kit ESG\, Sistrack\, VanguardIAn\, and Sol id Machine Vision Sur     URL:https://www.des-show.com/es/agenda-sessions/ayuntamiento-de-malaga-pr esentaciones-empresas-promalaga-20260610/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85834@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T132000 DTEND;TZID=Europe/Madrid:20260610T134000 SUMMARY:AI on the frontline: From response to preparedness DESCRIPTION:This session explores how artificial intelligence is transfor ming humanitarian action by shifting from the currently dominant reactive crisis response model toward proactive disaster preparedness and resilie nce. As climate-related disasters\, conflicts\, pandemics\, and forced di splacement increase in scale and complexity\, organizations increasingly need to leverage AI and data to better anticipate humanitarian risks\, co ordinate responses\, and protect vulnerable populations before crises esc alate. Focusing on preparedness alongside response can save lives and liv elihoods\, strengthen societal resilience\, and significantly reduce huma nitarian and economic costs across the board. URL:https://www.des-show.com/es/agenda-sessions/ai-on-the-frontline-from- response-to-preparedness-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-121181@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T132000 DTEND;TZID=Europe/Madrid:20260610T134500 SUMMARY:Ley SAC: atención al cliente y quejas en el comercio minorista DESCRIPTION:Ayudar a los minoristas y equipos de comercio electrónico a comprender el impacto práctico de la nueva Ley de Atención al Cliente d e España (Ley SAC) y traducirla en una hoja de ruta accionable: cumplir con los requisitos de servicio\, mejorar la gestión de reclamaciones y f ortalecer la confianza del cliente.   URL:https://www.des-show.com/es/agenda-sessions/ley-sac-atencion-al-clien te-y-quejas-en-el-comercio-minorista-20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85838@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T132000 DTEND;TZID=Europe/Madrid:20260610T140000 SUMMARY:El CIO como responsable del riesgo: ¿Quién decide cuando la tec nología amenaza al negocio? DESCRIPTION:"La tecnología ya no es únicamente un motor de eficiencia o crecimiento: también puede convertirse en una fuente directa de riesgo para el negocio. Desde la exposición geopolítica y la dependencia de pr oveedores hasta la incertidumbre asociada a la inteligencia artificial\, los CIOs se enfrentan cada vez más a decisiones estratégicas con impact o en la continuidad\, la resiliencia y la competitividad de sus organizac iones. Esta mesa redonda abordará una cuestión clave: cuando la tecnolo gía se convierte en una amenaza\, ¿quién toma realmente las decisiones ? ¿Quién decide qué iniciativas detener\, cuáles replantear y por cu áles apostar? Un debate sobre liderazgo\, gobernanza y gestión del ries go en un entorno donde las decisiones tecnológicas son\, cada vez más\, decisiones de negocio." URL:https://www.des-show.com/es/agenda-sessions/el-cio-como-responsable-d el-riesgo-quien-decide-cuando-la-tecnologia-amenaza-al-negocio-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-207391@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T133000 DTEND;TZID=Europe/Madrid:20260610T134500 SUMMARY:TENDIOS – La IA experta que está revoluciondando la contrataci ón pública DESCRIPTION:La contratación pública mueve miles de millones\, pero su b urocracia es un cuello de botella. Presentamos Tendios\, IA especializada para agilizar este ecosistema. Veremos cómo reduce el trabajo manual y acelera decisiones\, optimizando recursos para una colaboración más efi ciente. URL:https://www.des-show.com/es/agenda-sessions/tendios-la-ia-experta-que -esta-revoluciondando-la-contratacion-publica-20260610/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85835@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T133000 DTEND;TZID=Europe/Madrid:20260610T140000 SUMMARY:Triunvirato de la digitalización: IA\, datos y quantum DESCRIPTION:Descubrimos Factoría IA como espacio de impulso\, experiment ación y desarrollo de soluciones basadas en inteligencia artificial orie ntadas a la generación de valor en organizaciones e instituciones. En es ta sesión\, se presentarán enfoques y experiencias vinculadas al diseñ o\, prototipado y escalado de iniciativas de IA\, poniendo el foco en la colaboración multidisciplinar\, la gestión del conocimiento y la transf erencia tecnológica. URL:https://www.des-show.com/es/agenda-sessions/triunvirato-de-la-digital izacion-ia-datos-y-quantum-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85840@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T133000 DTEND;TZID=Europe/Madrid:20260610T140000 SUMMARY:La IA: el agente invisible en la cadena de suministro DESCRIPTION:Exploraremos cómo la inteligencia artificial transformará l a cadena de suministro hacia un modelo más autónomo y predictivo\, capa z de anticipar la demanda\, optimizar recursos en tiempo real y reducir i neficiencias. La toma de decisiones será cada vez más automatizada\, co n procesos más rápidos\, resilientes y conectados en toda la red logís tica. URL:https://www.des-show.com/es/agenda-sessions/la-ia-el-agente-invisible -en-la-cadena-de-suministro-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85836@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T134000 DTEND;TZID=Europe/Madrid:20260610T140000 SUMMARY:The future of payments: Innovation\, customer value and trust DESCRIPTION:This conversation explores how innovation\, evolving customer expectations\, and competitive dynamics are reshaping the payments lands cape. It will highlight the role of artificial intelligence in transformi ng financial services and enabling more personalized experiences\, while emphasizing the importance of trust\, security\, and differentiated value in an increasingly commoditized market. URL:https://www.des-show.com/es/agenda-sessions/the-future-of-payments-in novation-customer-value-and-trust-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85837@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T134000 DTEND;TZID=Europe/Madrid:20260610T140000 SUMMARY:Clausura: soberanía digital en el contexto actual DESCRIPTION:Una conversación con la secretaria de estado sobre los desaf íos y oportunidades para fortalecer la autonomía tecnológica del país \, proteger datos y garantizar infraestructuras críticas seguras en el e ntorno digital actual. URL:https://www.des-show.com/es/agenda-sessions/clausura-soberania-digita l-en-el-contexto-actual-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85839@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T134000 DTEND;TZID=Europe/Madrid:20260610T140000 SUMMARY:How to turn the Renault global brand success into a local success DESCRIPTION:This session explores how to turn Renault’s recent global b rand success into sustainable local impact. It starts by summarizing the pillars of Renault’s worldwide strategy\, including the “Nouvelle Vag ue” repositioning\, centralized brand governance\, and leadership in el ectrification and sustainable mobility. It then examines how these global assets can be translated at market level through sharper customer insigh t\, locally relevant product mixes\, and consistent yet flexible brand ex pression across all touchpoints. From leveraging global campaigns and pla tforms to designing locally adapted experiences that resonate with cultur al expectations while protecting brand equity.   URL:https://www.des-show.com/es/agenda-sessions/how-to-turn-the-renault-g lobal-brand-success-into-a-local-success-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-224213@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T134500 DTEND;TZID=Europe/Madrid:20260610T140000 SUMMARY:Energía\, competitividad y territorio: cómo la descarbonizació n operativa mejora el retail DESCRIPTION:La descarbonización es ya una palanca de eficiencia\, resili encia y competitividad para el retail\, más allá de su impacto ambienta l. La sesión abordará cómo la gestión energética\, la electrificaci ón y unas operaciones más eficientes pueden reducir costes\, mejorar la logística y generar impacto positivo en el territorio URL:https://www.des-show.com/es/agenda-sessions/energia-competitividad-y- territorio-como-la-descarbonizacion-operativa-mejora-el-retail-20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85844@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T153000 DTEND;TZID=Europe/Madrid:20260610T155000 SUMMARY:Creative sovereignty: The make-or-break human reset DESCRIPTION:As generative AI streamlines efficiency\, it subtly encourage s a troubling trend: outsourcing our own thinking. While AI can boost ind ividual productivity\, studies show a “homogenization trap” where our collective diversity diminishes and reliance on automation undermines in dependent judgment. This session will introduce the speaker point of view : Creative Sovereignty\, an essential leadership framework designed to sa feguard our attention\, agency\, and authorship in an increasingly automa ted world. Participants will shift from being passive humans in the loop to becoming intentional leaders at the forefront. They’ll learn to crea te “intentional friction” and establish reset rituals that ensure tec hnology enhances human creativity instead of replacing it. The future wil l be shaped by organizations that automate the routine while preserving w hat makes us uniquely human: meaning\, originality\, and critical thinkin g.   URL:https://www.des-show.com/es/agenda-sessions/creative-sovereignty-the- make-or-break-human-reset-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-121182@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T153000 DTEND;TZID=Europe/Madrid:20260610T155000 SUMMARY:Automatización con un toque humano DESCRIPTION:Cómo automatizar procesos sin perder cercanía: una sesión para entender qué interacciones conviene automatizar\, cuándo mantener intervención humana y cómo diseñar experiencias más eficientes\, pers onalizadas y útiles para conectar mejor con los usuarios. URL:https://www.des-show.com/es/agenda-sessions/automatizacion-con-un-toq ue-humano-20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85841@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T153000 DTEND;TZID=Europe/Madrid:20260610T160000 SUMMARY:10 years of DES: A decade of leadership in digital transformation DESCRIPTION:This roundtable brings together executives who have shaped DE S over the past decade to discuss how leadership has evolved with digital transformation. Speakers will highlight key lessons\, trends\, and skill s required to lead organizations in an increasingly digital and fast-chan ging world.This roundtable brings together executives who have shaped DES over the past decade to discuss how leadership has evolved with digital transformation. Speakers will highlight key lessons\, trends\, and skills required to lead organizations in an increasingly digital and fast-chang ing world. URL:https://www.des-show.com/es/agenda-sessions/10-years-of-des-a-decade- of-leadership-in-digital-transformation-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85845@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T153000 DTEND;TZID=Europe/Madrid:20260610T160000 SUMMARY:Accesibilidad\, reciclaje\, sostenibilidad y tecnología DESCRIPTION:La intersección entre accesibilidad\, reciclaje\, sostenibil idad y tecnología está redefiniendo la manera en que diseñamos product os\, servicios y entornos más responsables con el planeta y con las pers onas. Esta mesa redonda explora cómo las innovaciones tecnológicas pued en impulsar prácticas sostenibles\, fomentar la economía circular y gar antizar que los avances sean accesibles para todos. Los participantes dis cutirán casos prácticos\, estrategias de implementación y oportunidade s de colaboración entre empresas\, instituciones y sociedad civil\, dest acando cómo la tecnología puede ser una herramienta clave para construi r un futuro más inclusivo y sostenible. URL:https://www.des-show.com/es/agenda-sessions/accesibilidad-reciclaje-s ostenibilidad-y-tecnologia-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85842@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T153000 DTEND;TZID=Europe/Madrid:20260610T161000 SUMMARY:Digital Health: Innovate\, heal\, transform DESCRIPTION:Digital technologies are revolutionizing healthcare delivery. This session explores AI-driven diagnostics\, telemedicine\, and connect ed patient experiences that improve outcomes while reducing cost and comp lexity. URL:https://www.des-show.com/es/agenda-sessions/digital-health-innovate-h eal-transform-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85843@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T153000 DTEND;TZID=Europe/Madrid:20260610T161000 SUMMARY:Quantum computing: Revolutionizing industries DESCRIPTION:Quantum computing promises to transform industries from finan ce to pharmaceuticals. Explore breakthroughs\, use cases\, and the strate gic implications of adopting quantum technologies today. URL:https://www.des-show.com/es/agenda-sessions/quantum-computing-revolut ionizing-industries-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-224607@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T154500 DTEND;TZID=Europe/Madrid:20260610T160000 SUMMARY:HAYS – Tech Talent Explorer 2026 DESCRIPTION:In an AI-shaped talent market\, data is everything. Explore h ow the Tech Talent Explorer turns complex workforce data into clear\, act ionable decisions on skills\, hiring\, and compensation. URL:https://www.des-show.com/es/agenda-sessions/hays-tech-talent-explorer -2026-20260610-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-158834@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T155000 DTEND;TZID=Europe/Madrid:20260610T162000 SUMMARY:Datos\, IA y soberanía: el equilibrio entre innovación\, contro l y competitividad DESCRIPTION:Un debate sobre cómo las organizaciones están integrando la inteligencia artificial en sus operaciones mientras garantizan la gobern anza y soberanía de sus datos. A través de casos reales y experiencias de negocio\, se analizarán los retos de escalabilidad\, la dependencia t ecnológica\, el marco regulatorio europeo y el impacto de la IA en la tr ansformación de procesos y la generación de ventajas competitivas.      URL:https://www.des-show.com/es/agenda-sessions/datos-ia-y-soberania-el-e quilibrio-entre-innovacion-control-y-competitividad-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-121183@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T155000 DTEND;TZID=Europe/Madrid:20260610T163000 SUMMARY:IA responsable: la ética como ventaja competitiva DESCRIPTION:Conocemos casos reales y\, desde el Certificado de Transparen cia Algorítmica de Adigital\, vemos cómo la IA responsable y la ética se convierten en ventaja competitiva: más confianza\, menos reclamacione s y mejores resultados. URL:https://www.des-show.com/es/agenda-sessions/ia-responsable-la-etica-c omo-ventaja-competitiva-20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-225096@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T160000 DTEND;TZID=Europe/Madrid:20260610T161500 SUMMARY:APPLIVERY – From the Digital Workplace to the Autonomous Workpl ace DESCRIPTION:How AI and operational automation are redefining the way comp anies manage devices\, applications\, security\, and the employee experie nce. URL:https://www.des-show.com/es/agenda-sessions/applivery-from-the-digita l-workplace-to-the-autonomous-workplace-20260610-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85849@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T160000 DTEND;TZID=Europe/Madrid:20260610T162000 SUMMARY:Gobernanza 4.0: ética que impulsa la tecnología DESCRIPTION:Las decisiones digitales requieren transparencia y responsabi lidad. Esta sesión aborda cómo la gobernanza corporativa y la tecnolog ía pueden converger para crear organizaciones más confiables y resilien tes. Exploraremos por qué la ética\, integrada desde el diseño\, se co nvierte en un factor clave para la competitividad y la confianza en la te cnología emergente. URL:https://www.des-show.com/es/agenda-sessions/gobernanza-4-0-etica-que- impulsa-la-tecnologia-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-124149@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T160000 DTEND;TZID=Europe/Madrid:20260610T162000 SUMMARY:The role design method: Stop assigning roles\, start engineering them DESCRIPTION:Digital transformation often fails not because of technology\ , but because organizations automate broken processes without redesigning ownership and accountability. Micah Logan introduces The Role Design Met hod a practical framework for engineering roles around real work\, decisi on rights\, and capacity before deploying AI and automation. Attendees wi ll learn how role clarity accelerates technology adoption\, reduces imple mentation friction\, and turns digital strategy into measurable results.   URL:https://www.des-show.com/es/agenda-sessions/the-role-design-method-st op-assigning-roles-start-engineering-them-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224432@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T160000 DTEND;TZID=Europe/Madrid:20260610T173000 SUMMARY:STARTUPS THE SCALE UP! – AI & the next wave DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/startups-the-scale-up-ai- the-next-wave-20260610/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-98908@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T161000 DTEND;TZID=Europe/Madrid:20260610T163000 SUMMARY:Quantum computing: breaking tech limits DESCRIPTION:Quantum computing is often surrounded by bold promises\, but what can it actually deliver today? As a next-generation technology\, qua ntum is not here to replace classical systems\, but to extend them. This session explores how quantum computing is beginning to integrate with exi sting technologies\, augmenting current capabilities in areas where class ical approaches start to reach their limits. URL:https://www.des-show.com/es/agenda-sessions/quantum-computing-breakin g-tech-limits-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85847@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T161000 DTEND;TZID=Europe/Madrid:20260610T164000 SUMMARY:Ver sin estar: la nueva atención médica DESCRIPTION:En un contexto donde la tecnología acorta distancias y redef ine la experiencia humana\, la práctica médica evoluciona hacia modelos capaces de diagnosticar\, monitorear y acompañar a los pacientes sin la necesidad de la presencia física. URL:https://www.des-show.com/es/agenda-sessions/ver-sin-estar-la-nueva-at encion-medica-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-225057@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T161500 DTEND;TZID=Europe/Madrid:20260610T163000 SUMMARY:BUSCOS – Del CV a la Evidencia: Si no se demuestra\, no cuenta DESCRIPTION:De confiar casi todo al currículum\, la entrevista y la intu ición\, a observar evidencias concretas de cómo una persona razona\, de cide y responde ante situaciones reales del puesto. URL:https://www.des-show.com/es/agenda-sessions/buscos-del-cv-a-la-eviden cia-si-no-se-demuestra-no-cuenta-20260610-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85846@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T162000 DTEND;TZID=Europe/Madrid:20260610T164000 SUMMARY:The future of work in the age of AI: Talent\, business\, and tran sformation DESCRIPTION:Artificial Intelligence is reshaping the way organizations op erate\, redefining skills\, roles\, and competitive advantage. This sessi on will explore key insights and emerging trends on how AI will impact pr ofessionals\, talent management\, employment\, and business models in the coming years. We will examine the main challenges companies face—such as reskilling\, ethical considerations\, and workforce transformation—a longside the opportunities to drive innovation\, productivity\, and susta inable growth. URL:https://www.des-show.com/es/agenda-sessions/the-future-of-work-in-the -age-of-ai-talent-business-and-transformation-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-158835@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T162000 DTEND;TZID=Europe/Madrid:20260610T164000 SUMMARY:Lo mío no es normal\, pero lo tuyo tampoco DESCRIPTION:David Rodríguez\, CEO y fundador de Fundación Pegasus\, com parte una experiencia vital y profesional que invita a mirar la diferenci a —y el emprendimiento— desde otro lugar. A través del humor\, la em oción y situaciones reales\, conecta con el público para poner sobre la mesa esas barreras invisibles que aparecen cuando queremos dar un paso m ás: emprender\, innovar o salir de lo conocido. Una charla que cuestiona creencias\, desmonta excusas y abre una reflexión incómoda pero necesa ria:¿qué es realmente lo que nos frena? URL:https://www.des-show.com/es/agenda-sessions/lo-mio-no-es-normal-pero- lo-tuyo-tampoco-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85850@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T162000 DTEND;TZID=Europe/Madrid:20260610T165000 SUMMARY:Connected marketing: From channels to ecosystems DESCRIPTION:Marketing is evolving from channel management to ecosystem or chestration. Learn how integrating platforms\, data\, and customer touchp oints creates seamless\, end-to-end experiences. URL:https://www.des-show.com/es/agenda-sessions/connected-marketing-from- channels-to-ecosystems-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-225365@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T163000 DTEND;TZID=Europe/Madrid:20260610T164500 SUMMARY:TRAVELANDZ – IA conversacional para viajes corporativos DESCRIPTION:Demo de cómo Travelandz permite pedir\, comparar y aprobar v iajes de trabajo por chat\, conectando vuelos\, hoteles\, policy\, aproba ciones y control financiero en una experiencia simple con IA. URL:https://www.des-show.com/es/agenda-sessions/travelandz-ia-conversacio nal-para-viajes-corporativos-20260610-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85854@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T163000 DTEND;TZID=Europe/Madrid:20260610T170000 SUMMARY:Quantum for industry DESCRIPTION:Quantum applications are rapidly expanding into industrial op timization\, opening new pathways to solve challenges once considered int ractable. In this session\, leading organizations from sectors such as en ergy\, finance\, and advanced technology will share how they are leveragi ng quantum algorithms—ranging from optimization and simulation to hybri d quantum-classical approaches—to address complex\, real-world problems . Gain insight into practical use cases\, current limitations\, and the e merging opportunities that are driving the transition from experimentatio n to tangible business impact. URL:https://www.des-show.com/es/agenda-sessions/quantum-for-industry-2026 0610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-121184@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T163000 DTEND;TZID=Europe/Madrid:20260610T183000 SUMMARY:Gala de Premios Ecommerce DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/gala-de-premios-ecommerce -20260610/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85851@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T164000 DTEND;TZID=Europe/Madrid:20260610T170000 SUMMARY:IA\, OEA y sostenibilidad para la PYME DESCRIPTION:Esta sesión analiza cómo la combinación de inteligencia ar tificial\, certificación OEA y sostenibilidad puede convertirse en un fa ctor clave de competitividad para la pyme. Se abordará cómo integrar es tos tres ejes para mejorar la eficiencia operativa\, reforzar la confianz a en la cadena de suministro internacional y cumplir con las nuevas exige ncias regulatorias y medioambientales. URL:https://www.des-show.com/es/agenda-sessions/ia-oea-y-sostenibilidad-p ara-la-pyme-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85853@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T164000 DTEND;TZID=Europe/Madrid:20260610T170000 SUMMARY:Agrifood Tech: Digital transformation of the food value chain DESCRIPTION:Agrifood Tech is reshaping the food value chain through AI\, IoT\, robotics\, and data-driven solutions. From smart farming to advance d food processing\, digital technologies are driving efficiency\, sustain ability\, and traceability across the sector. This session explores how i nnovation is strengthening competitiveness\, enabling new business models \, and positioning the agrifood ecosystem as a strategic pillar of indust rial and technological transformation. URL:https://www.des-show.com/es/agenda-sessions/agrifood-tech-digital-tra nsformation-of-the-food-value-chain-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85852@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T164000 DTEND;TZID=Europe/Madrid:20260610T171000 SUMMARY:IA en consultoría: oportunidades y retos en el sector público DESCRIPTION:La inteligencia artificial está redefiniendo la forma en que las organizaciones abordan la consultoría\, ofreciendo herramientas ava nzadas para el análisis de datos\, la optimización de procesos y la tom a de decisiones estratégicas. Esta sesión se centra en cómo la IA pued e potenciar la eficiencia y la innovación en el sector público\, identi ficando oportunidades clave para modernizar servicios\, mejorar la gesti ón y fomentar la transparencia.Al mismo tiempo\, se analizan los retos a sociados\, como la adaptación del talento\, la gobernanza ética y la se guridad de la información\, ofreciendo un enfoque integral para afrontar la transformación digital de manera sostenible y efectiva. URL:https://www.des-show.com/es/agenda-sessions/ia-en-consultoria-oportun idades-y-retos-en-el-sector-publico-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224725@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T164500 DTEND;TZID=Europe/Madrid:20260610T170000 SUMMARY:GOKARTEX – Immersion in Motion: The Next Layer of Immersive Exp eriences DESCRIPTION:Immersive experiences made a major leap when VR escaped the c hair and became free roaming. Now a new layer is emerging where real moti on through real vehicles\, turning users from spectators into travelers. "Immersion in Motion" opens new ground across education\, entertainment\, and beyond. URL:https://www.des-show.com/es/agenda-sessions/gokartex-immersion-in-mot ion-the-next-layer-of-immersive-experiences-20260610-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85855@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T165000 DTEND;TZID=Europe/Madrid:20260610T172000 SUMMARY:Marketing y comunicación como motores de innovación DESCRIPTION:En un entorno de cambio constante\, el marketing y la comunic ación se consolidan como un motor clave de innovación empresarial. Esta mesa redonda analiza cómo las organizaciones están utilizando el marke ting para impulsar nuevas ideas\, acelerar la transformación digital y c onectar estrategia\, tecnología y cliente como palancas de crecimiento s ostenible. URL:https://www.des-show.com/es/agenda-sessions/marketing-y-comunicacion- como-motores-de-innovacion-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-224606@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T170000 DTEND;TZID=Europe/Madrid:20260610T171500 SUMMARY:STIDI – El momento es ahora: haz que tu marca deje de ser invis ible para la IA DESCRIPTION:En esta charla exploraremos cómo el paso del SEO la GEO/AEO impacta en la visibilidad digital de las marcas y por qué la evolución hacia ecosistemas locales sólidos\, que construyen reputación a través de reseñas\, coherencia de marca y autoridad\, se ha vuelto imprescindi ble URL:https://www.des-show.com/es/agenda-sessions/stidi-el-momento-es-ahora -haz-que-tu-marca-deje-de-ser-invisible-para-la-ia-20260610/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85848@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T170000 DTEND;TZID=Europe/Madrid:20260610T172000 SUMMARY:Cracking the uncrackable: The quantum threat to identity DESCRIPTION:As quantum computing edges closer to reality\, the foundation s of modern security begin to fracture. This work explores how once-unbre akable encryption may soon become obsolete\, exposing global businesses a nd digital identities to unprecedented risks. Through a forward-looking l ens\, it examines the race between technological disruption and cybersecu rity innovation\, revealing what’s at stake—and what must be done—t o protect trust in a post-quantum world.   URL:https://www.des-show.com/es/agenda-sessions/cracking-the-uncrackable- the-quantum-threat-to-identity-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85856@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T170000 DTEND;TZID=Europe/Madrid:20260610T172000 SUMMARY:External communication and technology in health and pharma DESCRIPTION:In the rapidly evolving healthcare and pharmaceutical sectors \, technology is transforming how organizations communicate externally. T his roundtable explores how digital tools\, social media\, and data-drive n strategies enhance stakeholder engagement\, support public health initi atives\, and manage corporate reputation.Participants will discuss best p ractices for leveraging technology in media relations\, crisis communicat ion\, and patient outreach\, highlighting how innovative communication ap proaches build trust\, ensure transparency\, and strengthen credibility i n the health and pharma landscape. URL:https://www.des-show.com/es/agenda-sessions/external-communication-an d-technology-in-health-and-pharma-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85857@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T170000 DTEND;TZID=Europe/Madrid:20260610T173000 SUMMARY:Gestión del cambio en la adopción de la IA DESCRIPTION:Esta sesión reúne a expertos y líderes empresariales para debatir uno de los mayores retos de la inteligencia artificial: las perso nas y la cultura organizativa. A través de distintas perspectivas\, la m esa redonda abordará cómo preparar a los equipos\, redefinir procesos\, superar resistencias y alinear la tecnología con la estrategia del nego cio. Un espacio de diálogo abierto para compartir experiencias reales\, aprendizajes clave y buenas prácticas que ayuden a las organizaciones a adoptar la IA de forma sostenible\, ética y efectiva. URL:https://www.des-show.com/es/agenda-sessions/gestion-del-cambio-en-la- adopcion-de-la-ia-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85858@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T171000 DTEND;TZID=Europe/Madrid:20260610T173000 SUMMARY:EIRA: The future of urban AI from MIT DESCRIPTION:This talk presents EIRA\, an Urban AI infrastructure platform emerging from research at MIT’s Department of Urban Studies and Planni ng. It explores how artificial intelligence can function as a foundationa l layer for cities\, enabling better integration of urban data\, smarter decision-making\, and more adaptive urban systems. The session highlights how research developed at MIT can translate into practical tools that he lp cities evolve toward a new generation of intelligent\, data-driven urb an infrastructure. URL:https://www.des-show.com/es/agenda-sessions/eira-the-future-of-urban- ai-from-mit-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-225519@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T171500 DTEND;TZID=Europe/Madrid:20260610T173000 SUMMARY:INTERNALIA – When Half a City Asks at Once: Conversational AI f or Mass Events and Cities — The TuFerIA Case DESCRIPTION:Internal·IA deploys conversational AI for cities and mass ev ents. Seville Fair 2025–2026 with ATICA (two editions\, covered by Xata ka). Málaga Fair 2025: 25\,000 messages in a week. Málaga Holy Week 202 6: 10\,016 messages\, visual recognition of 45 brotherhoods\, real-time G PS. Continuous track record across Spanish cities — Málaga\, Marbella\ , Seville and beyond. Conversational AI has become public infrastructure. This session is for city councils and event organizers evaluating adopti on. URL:https://www.des-show.com/es/agenda-sessions/internalia-when-half-a-ci ty-asks-at-once-conversational-ai-for-mass-events-and-cities-the-tuferia- case-20260610-3/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-124150@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T172000 DTEND;TZID=Europe/Madrid:20260610T174000 SUMMARY:Quantum in business: Real-world use cases and strategies DESCRIPTION:This session focuses on how companies can move from quantum t heory to practical implementation. It explores real business use cases ac ross industries showing where quantum technologies are already creating v alue. Attendees will learn how to identify opportunities\, evaluate readi ness\, and integrate quantum solutions into existing operations. An overv iew of how quantum computing can be applied in business\, highlighting pr actical use cases and strategies for adoption across industries\, as well as key challenges and opportunities.   URL:https://www.des-show.com/es/agenda-sessions/quantum-in-business-real- world-use-cases-and-strategies-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-224305@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T172000 DTEND;TZID=Europe/Madrid:20260610T174000 SUMMARY:AI for health: Success stories in business with AI DESCRIPTION:AI is transforming healthcare\, biotech\, and life sciences b y enabling faster research\, more accurate diagnostics\, and personalized treatments. Its impact is already visible in areas such as drug discover y\, clinical decision-making\, and patient care. This session will showca se real success stories where AI has delivered measurable outcomes across the sector\, highlighting key learnings\, challenges\, and strategies to drive innovation and improve health outcomes at scale. URL:https://www.des-show.com/es/agenda-sessions/ai-for-health-success-sto ries-in-business-with-ai-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-224339@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T172000 DTEND;TZID=Europe/Madrid:20260610T174000 SUMMARY:The perfect storm: AI and its impact on the marketing profession DESCRIPTION:Artificial Intelligence is reshaping the marketing industry a t an unprecedented speed\, redefining roles\, skills\, workflows\, and th e very future of the profession. In this session\, we will explore how AI is transforming the marketing landscape\, the opportunities it creates\, and the challenges professionals and organizations must face to remain c ompetitive in an era of constant disruption. The talk will also unveil th e results of a large-scale research study conducted across six European c ountries\, analyzing more than 13\,000 LinkedIn job offers related to mar keting and digital professions. Through this data-driven approach\, atten dees will gain unique insights into the most demanded AI-related skills\, the evolution of marketing roles\, and the growing gap between academic training and real market needs. URL:https://www.des-show.com/es/agenda-sessions/the-perfect-storm-ai-and- its-impact-on-the-marketing-profession-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-93227@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T173000 DTEND;TZID=Europe/Madrid:20260610T175000 SUMMARY:Transformación responsable: empresas y tecnología DESCRIPTION:Analizaremos cómo las organizaciones pueden integrar la inno vación tecnológica sin perder de vista su impacto social\, ético y amb iental. En un contexto marcado por la aceleración digital\, se abordará n temas clave como la inteligencia artificial responsable\, la sostenibil idad\, la protección de datos y el papel de las empresas en la construcc ión de un futuro más equitativo. URL:https://www.des-show.com/es/agenda-sessions/transformacion-responsabl e-empresas-y-tecnologia-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85859@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T173000 DTEND;TZID=Europe/Madrid:20260610T180000 SUMMARY:El nuevo manual tecnológico del CEO DESCRIPTION:El CEO moderno debe comprender\, gobernar y desplegar estrat égicamente las tecnologías emergentes. Esta sesión ofrece una hoja de ruta práctica para integrar herramientas digitales\, estrategias de inno vación y la toma de decisiones basada en datos a nivel ejecutivo.   URL:https://www.des-show.com/es/agenda-sessions/el-nuevo-manual-tecnologi co-del-ceo-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85860@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T174000 DTEND;TZID=Europe/Madrid:20260610T181000 SUMMARY:Reprogramando el turismo: del modelo tradicional al ecosistema di gital inteligente DESCRIPTION:Los destinos turísticos se transforman con datos y tecnolog ía. Este taller invita a imaginar y diseñar experiencias conectadas\, s ostenibles e inteligentes\, integrando movilidad\, cultura y servicios di gitales para la próxima década. URL:https://www.des-show.com/es/agenda-sessions/reprogramando-el-turismo- del-modelo-tradicional-al-ecosistema-digital-inteligente-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85861@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T174000 DTEND;TZID=Europe/Madrid:20260610T181000 SUMMARY:Diversity in AI: The future of marketing and people DESCRIPTION:AI is transforming marketing and communication from both a bu siness and people perspective. This session explores how diverse voices a re driving innovation\, talent transformation\, ethical AI adoption\, and human-centered strategies to shape a more inclusive and impactful future . URL:https://www.des-show.com/es/agenda-sessions/diversity-in-ai-the-futur e-of-marketing-and-people-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-93226@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T174000 DTEND;TZID=Europe/Madrid:20260610T181000 SUMMARY:Global South and exponential technologies DESCRIPTION:This roundtable will explore how the Global South can better integrate into the digital economy by leveraging emerging trends and expo nential technologies. Participants will discuss opportunities\, challenge s\, and strategies to harness innovations like AI\, fintech\, and decentr alized systems for inclusive and equitable growth. URL:https://www.des-show.com/es/agenda-sessions/global-south-and-exponent ial-technologies-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-93228@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T175000 DTEND;TZID=Europe/Madrid:20260610T181000 SUMMARY:Proyecto europeo dibest: empresas blue y turismo social DESCRIPTION:Una aproximación innovadora al desarrollo sostenible en Euro pa\, combinando los principios de la economía azul con estrategias inclu sivas de turismo social. A través del proyecto DIBEST\, se analizan mode los de negocio que promueven el aprovechamiento responsable de los recurs os marinos\, al tiempo que fomentan la accesibilidad y la equidad en la a ctividad turística. URL:https://www.des-show.com/es/agenda-sessions/proyecto-europeo-dibest-e mpresas-blue-y-turismo-social-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85862@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T180000 DTEND;TZID=Europe/Madrid:20260610T183000 SUMMARY:Geopolítica e inteligencia artificial: pensamiento crítico para entender el nuevo orden global DESCRIPTION:"En un mundo marcado por la tensión entre potencias\, la rev olución de la inteligencia artificial y la sobreinformación\, Albert Ri vera analiza cómo el nuevo orden global está redefiniendo la economía\ , las empresas y el liderazgo. Una conversación incisiva sobre geopolít ica\, competitividad\, poder tecnológico y pensamiento crítico\, con fo co en los riesgos y oportunidades que marcarán la próxima década para Europa\, España y el mundo de los negocios." URL:https://www.des-show.com/es/agenda-sessions/geopolitica-e-inteligenci a-artificial-pensamiento-critico-para-entender-el-nuevo-orden-global-2026 0610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85863@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T181000 DTEND;TZID=Europe/Madrid:20260610T183000 SUMMARY:Berlin: Balancing creative tourism\, regulation and urban identit y DESCRIPTION:Berlin exemplifies a city where tourism is inseparable from c ultural production\, creative economies and urban identity. Long position ed as an open\, experimental and affordable destination\, the city has in creasingly confronted tensions between visitor growth\, housing availabil ity and neighbourhood life. Through regulatory measures\, cultural policy and district-level governance\, Berlin seeks to balance tourism with the protection of local communities and creative ecosystems. Its approach hi ghlights how cities with strong cultural capital can govern tourism not t hrough scale or promotion\, but through identity stewardship\, social saf eguards and place-based regulation. URL:https://www.des-show.com/es/agenda-sessions/berlin-balancing-creative -tourism-regulation-and-urban-identity-20260610/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85864@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T181000 DTEND;TZID=Europe/Madrid:20260610T183000 SUMMARY:EDINT: From connected cities to intelligent urban ecosystems DESCRIPTION:Cities are entering a new era where connectivity\, data\, and artificial intelligence are converging to reshape urban life and public services. This session will explore how digital infrastructure\, real-tim e data\, and innovation platforms are enabling smarter\, more efficient\, and citizen-centric cities. Through two complementary perspectives\, the audience will discover how municipalities and technology providers are c ollaborating to transform urban environments: from data-driven decision-m aking and intelligent city management to the evolution from connectivity towards predictive\, adaptive\, and AI-powered public services. URL:https://www.des-show.com/es/agenda-sessions/edint-from-connected-citi es-to-intelligent-urban-ecosystems-20260610/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85865@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T181000 DTEND;TZID=Europe/Madrid:20260610T183000 SUMMARY:Perico ID: Winning the modern fan\, digital transformation lesson s from RCD Espanyol DESCRIPTION:This session explores how RCD Espanyol is redefining fan enga gement through Perico ID\, a unified digital identity that lets supporter s access every club touchpoint—app\, web\, OTT\, e-commerce\, and ticke ting—with a single login. Built on a fully integrated architecture laun ched all at once—a datalake as the brain\, Salesforce Marketing Cloud f or automated and personalized journeys\, and SSO to eliminate friction— the system delivers both an aspirational fan experience and a powerful da ta engine for the club. The result: a golden fan record that captures eve ry interaction and enables hyper-personalized activation based on real be havior and transactions across the ecosystem. URL:https://www.des-show.com/es/agenda-sessions/perico-id-winning-the-mod ern-fan-digital-transformation-lessons-from-rcd-espanyol-20260610/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-85866@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T181000 DTEND;TZID=Europe/Madrid:20260610T183000 SUMMARY:Proptech responsable: tecnología para un acceso a la vivienda ju sta DESCRIPTION:Esta sesión explora cómo el PropTech responsable puede mejo rar el acceso a la vivienda alineando la tecnología\, los objetivos ESG y la confianza. A través del caso de Vivara\, una plataforma de alquiler garantizado respaldada por la aseguradora GCO\, mostraremos cómo los da tos\, los flujos de trabajo digitales y el acompañamiento humano pueden reducir el riesgo del alquiler para pequeños propietarios\, al tiempo qu e protegen a los inquilinos y a las comunidades locales. URL:https://www.des-show.com/es/agenda-sessions/proptech-responsable-tecn ologia-para-un-acceso-a-la-vivienda-justa-20260610/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224866@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260610T183000 DTEND;TZID=Europe/Madrid:20260610T190000 SUMMARY:European Digital Mindset Awards 2026 DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/european-digital-mindset- awards-2026-20260610/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85867@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T100000 DTEND;TZID=Europe/Madrid:20260611T101000 SUMMARY:Apertura bloque IA DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/apertura-bloque-ia-202606 11-2/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-73730@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T100000 DTEND;TZID=Europe/Madrid:20260611T102000 SUMMARY:Liderazgo español en comercio exterior DESCRIPTION:Esta sesión pone el foco en cómo las empresas españolas pu eden fortalecer su liderazgo en comercio exterior en un entorno global ca da vez más competitivo. Se debatirán estrategias para diferenciarse\, i nnovar en modelos de negocio internacionales y consolidar marcas sólidas en el exterior\, impulsando una cultura empresarial orientada al crecimi ento global. URL:https://www.des-show.com/es/agenda-sessions/liderazgo-espanol-en-come rcio-exterior-20260611/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-81061@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T100000 DTEND;TZID=Europe/Madrid:20260611T102000 SUMMARY:Operationalising Ethics: A C-Suite Guide to Safe and Scalable AI Adoption DESCRIPTION:As organisations race to integrate GenAI\, they often overloo k the 'Diversity Gap' in their data and teams. This isn't just a social i ssue—it’s a commercial risk leading to biased algorithms and product failure. We explore why the 'Future of Work' depends on democratisation —ensuring AI is built by diverse teams to prevent blind spots. URL:https://www.des-show.com/es/agenda-sessions/operationalising-ethics-a -c-suite-guide-to-safe-and-scalable-ai-adoption-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-82930@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T100000 DTEND;TZID=Europe/Madrid:20260611T102000 SUMMARY:The Network That Thinks: Telecommunications and AI DESCRIPTION:Rising complexity in mobile and satellite networks demands ad vanced AI/ML to operate\, manage\, and secure critical infrastructures. B uilding on university research and close collaboration with Málaga’s t elecom ecosystem\, this talk highlights applied R&D in deep learning\, ge nerative and multimodal AI\, and emerging quantum-computing approaches fo r network optimization\, automation\, and security. URL:https://www.des-show.com/es/agenda-sessions/the-network-that-thinks-t elecommunications-and-ai-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-82931@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T100000 DTEND;TZID=Europe/Madrid:20260611T102000 SUMMARY:Quantum-Inspired AI for Real-World Business Impact DESCRIPTION:Discover how cutting-edge AI compression techniques and quant um-inspired optimization algorithms are enabling organizations to run pow erful models more efficiently while solving complex business challenges. The talk will highlight practical enterprise use cases\, demonstrating ho w these technologies reduce computational costs\, improve performance\, a nd unlock new capabilities across industries. URL:https://www.des-show.com/es/agenda-sessions/quantum-inspired-ai-for-r eal-world-business-impact-20260611/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-83890@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T100000 DTEND;TZID=Europe/Madrid:20260611T102000 SUMMARY:Immersive Transmedia Storytelling: Real Award-Winning Business Ca se Experiences DESCRIPTION:Storytelling is no longer confined to a single platform. Toda y\, the most powerful narratives unfold across physical\, digital\, and s patial environments\, creating immersive worlds where audiences don’t j ust consume stories — they experience them. This session explores real award-winning business cases where immersive transmedia strategies\, comb ining XR\, AI\, and interactive design\, have generated measurable impact in brand engagement and audience connection. URL:https://www.des-show.com/es/agenda-sessions/immersive-transmedia-stor ytelling-real-award-winning-business-case-experiences-20260611/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-225069@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T100000 DTEND;TZID=Europe/Madrid:20260611T103000 SUMMARY:El impacto de la IA en el Negocio del Retail DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/el-impacto-de-la-ia-en-el -negocio-del-retail-20260611-2/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-73729@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T101000 DTEND;TZID=Europe/Madrid:20260611T103000 SUMMARY:AI as a business intangible DESCRIPTION:Exploration of AI as a strategic asset. It analyzes its impac t on decision-making and efficiency. A global view of the value generated . URL:https://www.des-show.com/es/agenda-sessions/ai-as-a-business-intangib le-20260611/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-73728@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T102000 DTEND;TZID=Europe/Madrid:20260611T104000 SUMMARY:España como epicentro de Iberoamérica\, potencia económica mun dial DESCRIPTION:Analiza la posición de España en la economía global y los factores que determinan el éxito de sus empresas. Esta sesión examina l ogros recientes\, retos estructurales y oportunidades estratégicas para competir a nivel internacional. URL:https://www.des-show.com/es/agenda-sessions/espana-como-epicentro-de- iberoamerica-potencia-economica-mundial-20260611/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-81062@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T102000 DTEND;TZID=Europe/Madrid:20260611T105000 SUMMARY:Data and AI for the People: Resetting the System DESCRIPTION:Data and AI have the power to redefine systems for the common good. This session explores how organizations can reset data and AI mode ls to be more inclusive\, transparent\, and people-centered—unlocking i nnovation while rebuilding trust and social impact. URL:https://www.des-show.com/es/agenda-sessions/data-and-ai-for-the-peopl e-resetting-the-system-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-82932@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T102000 DTEND;TZID=Europe/Madrid:20260611T105000 SUMMARY:Modern Defense: Technology\, Data\, and the Future of Military Op erations DESCRIPTION:Unmanned and autonomous systems are transforming the full spe ctrum of military activity—from combat operations to intelligence\, sur veillance\, logistics\, and strategic decision-making. Drones\, robotic v ehicles\, autonomous maritime platforms\, and AI-enabled systems are incr easingly integrated with data networks\, satellite capabilities\, and adv anced analytics to support both offensive and defensive missions. This se ssion explores how these technologies enhance situational awareness\, ena ble faster and more informed decision cycles\, reduce risk to personnel\, and reshape the geostrategic landscape. Participants will examine the ro le of unmanned systems within modern command-and-control architectures\, multi-domain operations\, cyber-enabled warfare\, and data-driven defense strategies. URL:https://www.des-show.com/es/agenda-sessions/modern-defense-technology -data-and-the-future-of-military-operations-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-93229@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T102000 DTEND;TZID=Europe/Madrid:20260611T105000 SUMMARY:Intelligent (AI-Based) Immersive Education: Reimagining Learning in the Age of Spatial Intelligence DESCRIPTION:AI and immersive technologies are redefining how people learn . By combining artificial intelligence with virtual and interactive envir onments\, education can become more personalized\, engaging\, and adaptiv e to each learner. This session will explore how AI-driven immersive educ ation is transforming training and learning experiences\, enabling instit utions and organizations to deliver more effective\, interactive\, and sc alable educational models. URL:https://www.des-show.com/es/agenda-sessions/intelligent-ai-based-imme rsive-education-reimagining-learning-in-the-age-of-spatial-intelligence-2 0260611/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-82933@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T102000 DTEND;TZID=Europe/Madrid:20260611T110000 SUMMARY:Liderar en la era de la IA: negocio\, innovación y responsabilid ad DESCRIPTION:"El liderazgo en la era de la inteligencia artificial exige e quilibrar el rendimiento del negocio con la responsabilidad ética. Las o rganizaciones deben impulsar la adopción de la IA de forma que genere va lor\, mejore las operaciones y acelere la innovación\, sin comprometer l a confianza\, la transparencia ni el cumplimiento normativo. Esta sesión explorará cómo los líderes pueden integrar la IA en el núcleo de sus organizaciones\, impulsando resultados de negocio sostenibles mientras g arantizan una innovación responsable\, segura y alineada con los valores de la empresa y las expectativas de la sociedad."   URL:https://www.des-show.com/es/agenda-sessions/liderar-en-la-era-de-la-i a-negocio-innovacion-y-responsabilidad-20260611/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85868@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T103000 DTEND;TZID=Europe/Madrid:20260611T111000 SUMMARY:Herramientas de IA aplicadas al comercio electrónico DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/herramientas-de-ia-aplica das-al-comercio-electronico-20260611/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-224433@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T103000 DTEND;TZID=Europe/Madrid:20260611T114500 SUMMARY:STARTUPS THE SCALE UP! – Retail & eCommerce DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/startups-the-scale-up-ret ail-ecommerce-20260611/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224214@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T104000 DTEND;TZID=Europe/Madrid:20260611T111000 SUMMARY:El apoyo de los parques científicos y tecnológicos a la digital ización de las empresas DESCRIPTION:Mesa redonda con representantes de parques científicos y tec nológicos miembros de APTE en la que se abordará el papel de los parque s como impulsores de la transformación digital empresarial\, compartiend o iniciativas\, servicios y casos de apoyo a empresas innovadoras en ámb itos como la inteligencia artificial\, la digitalización industrial o la innovación abierta. URL:https://www.des-show.com/es/agenda-sessions/el-apoyo-de-los-parques-c ientificos-y-tecnologicos-a-la-digitalizacion-de-las-empresas-20260611/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-224726@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T104500 DTEND;TZID=Europe/Madrid:20260611T110000 SUMMARY:ENISA – Financiación que construye futuro DESCRIPTION:Enisa impulsa el ecosistema emprendedor y las pymes española s mediante préstamos participativos y la certificación de empresas emer gentes. Su modelo financiero apoya proyectos viables e innovadores sin ex igir avales ni diluir el capital\, ayudando además a desbloquear rondas de inversión. URL:https://www.des-show.com/es/agenda-sessions/enisa-financiacion-que-co nstruye-futuro-20260611-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-82934@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T105000 DTEND;TZID=Europe/Madrid:20260611T111000 SUMMARY:Surveillance Technologies: The Fundamental Rights Dilemma DESCRIPTION:In an increasingly digital world\, surveillance technologies such as biometrics\, facial recognition\, and large-scale data analytics are transforming the way societies function. While these tools offer bene fits in security\, efficiency\, and innovation\, they also raise critical concerns about privacy\, individual freedoms\, and the protection of fun damental rights. This talk explores the ethical\, legal\, and social impl ications of modern surveillance systems\, examining how governments and c orporations collect\, process\, and use personal data. It will also addre ss the challenges of balancing technological advancement with the safegua rding of civil liberties\, highlighting current debates\, regulatory effo rts\, and future risks in the age of mass surveillance. URL:https://www.des-show.com/es/agenda-sessions/surveillance-technologies -the-fundamental-rights-dilemma-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-81063@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T105000 DTEND;TZID=Europe/Madrid:20260611T112000 SUMMARY:Leading in a fragmented world: AI\, sovereignty\, and the new rul es of competitive advantage DESCRIPTION:Global markets are no longer just shaped by trade and geopoli tics. They are being redefined by AI\, data sovereignty\, and a regulator y environment that is evolving faster than most organizations can adapt t o.For CEOs\, this fragmentation presents a fundamental leadership challen ge: how do you move decisively when the rules are still being written? Th e organizations pulling ahead are those whose leaders treat uncertainty a s a design constraint rather than a barrier\, deploying AI responsibly\, navigating digital fragmentation across regions\, and building operating models that are resilient by design.Drawing on direct experience advising executives and institutions on AI strategy\, governance\, and global tra nsformation\, this keynote focuses on how senior leaders can align AI amb ition with regulatory reality\, turn compliance into competitive advantag e\, and lead with clarity and confidence in an increasingly complex world .     URL:https://www.des-show.com/es/agenda-sessions/leading-in-a-fragmented-w orld-ai-sovereignty-and-the-new-rules-of-competitive-advantage-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85869@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T105000 DTEND;TZID=Europe/Madrid:20260611T113000 SUMMARY:The new genz and immersive experiences: The power of immersive co nnections DESCRIPTION:"Gen Z is reshaping how content\, brands\, and experiences ar e created and consumed. Growing up in a digital-first world\, this genera tion expects interactive\, immersive\, and personalized experiences acros s platforms. This session will explore how immersive technologies\, gamin g environments\, and interactive storytelling are redefining engagement w ith Gen Z\, and what organizations must do to connect with the expectatio ns of the next generation of audiences and consumers."     URL:https://www.des-show.com/es/agenda-sessions/the-new-genz-and-immersiv e-experiences-the-power-of-immersive-connections-20260611/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-224558@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T110000 DTEND;TZID=Europe/Madrid:20260611T111500 SUMMARY:TODOENCLOUD – La IA que puedes gobernar: soberanía cloud y con trol en la era de la inteligencia artificial DESCRIPTION:La IA no solo consume datos: consume contexto\, conocimiento y decisiones. En esta charla explicaremos por qué la soberanía cloud se ha convertido en una pieza clave para adoptar IA con confianza\, trazabi lidad y capacidad de salida\, y cómo una nube cercana y técnica permite no perder el control. URL:https://www.des-show.com/es/agenda-sessions/todoencloud-la-ia-que-pue des-gobernar-soberania-cloud-y-control-en-la-era-de-la-inteligencia-artif icial-20260611/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-98909@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T110000 DTEND;TZID=Europe/Madrid:20260611T114000 SUMMARY:ROI-focused AI: Measuring real business impact DESCRIPTION:AI is only as valuable as the results it produces. This sessi on examines frameworks and methodologies to quantify AI’s impact on rev enue\, cost savings\, operational efficiency\, and strategic advantage. URL:https://www.des-show.com/es/agenda-sessions/roi-focused-ai-measuring- real-business-impact-20260611/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-82935@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T111000 DTEND;TZID=Europe/Madrid:20260611T114000 SUMMARY:Tecnología y Seguridad: Claves para la Defensa del Futuro DESCRIPTION:Analizaremos el impacto de tecnologías como la inteligencia artificial y la ciberseguridad en la defensa y la protección de infraest ructuras críticas. Un debate sobre retos\, riesgos y oportunidades en el nuevo entorno digital.Se explorarán casos prácticos como la investigac ión de ciberataques\, el análisis de dispositivos incautados\, la traza bilidad de evidencias digitales en procesos judiciales o el apoyo técnic o en operaciones contra el fraude\, el crimen organizado y las amenazas h íbridas. Además\, se pondrá en valor la colaboración entre peritos te cnológicos y cuerpos de seguridad para reforzar la capacidad de respuest a ante incidentes complejos. Una sesión enfocada a entender cómo la tec nología se convierte en un aliado estratégico en la protección de la s ociedad y las empresas. URL:https://www.des-show.com/es/agenda-sessions/tecnologia-y-seguridad-cl aves-para-la-defensa-del-futuro-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85871@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T111000 DTEND;TZID=Europe/Madrid:20260611T115000 SUMMARY:AI and the world of luxury DESCRIPTION:How the luxury world is not exempt from the rise of AI URL:https://www.des-show.com/es/agenda-sessions/ai-and-the-world-of-luxur y-20260611/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85882@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T111000 DTEND;TZID=Europe/Madrid:20260611T115000 SUMMARY:Tecnología contra la corrupción: clave para el liderazgo y la c ompetitividad de un país DESCRIPTION:La corrupción en las administraciones públicas representa u no de los principales obstáculos para el desarrollo institucional\, la c onfianza ciudadana y la competitividad económica. En este contexto\, la ingeniería informática emerge como una herramienta estratégica para im pulsar la transparencia\, la trazabilidad y la rendición de cuentas medi ante el uso de tecnologías como el análisis de datos\, la inteligencia artificial\, la ciberseguridad\, el blockchain y los sistemas de informac ión interoperables.Esta mesa redonda abordará cómo la incorporación p rioritaria de soluciones tecnológicas —tanto en el sector público com o en el privado— puede fortalecer los mecanismos de prevención\, detec ción y control de prácticas irregulares. Asimismo\, se debatirá sobre el papel de la innovación digital en la construcción de instituciones m ás eficientes y confiables\, posicionando la lucha contra la corrupción no solo como una exigencia ética\, sino como un factor diferencial de l iderazgo internacional y competitividad económica. URL:https://www.des-show.com/es/agenda-sessions/tecnologia-contra-la-corr upcion-clave-para-el-liderazgo-y-la-competitividad-de-un-pais-20260611/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-225058@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T111500 DTEND;TZID=Europe/Madrid:20260611T113000 SUMMARY:MENDO – De la Adopción a la Agentización Construyendo una est rategia GenAI basada en datos DESCRIPTION:Descubre cómo las grandes empresas usan datos de adopción\, casos de uso reales y feedback de los equipos para acelerar el ROI de la IA generativa. A través de la experiencia de Mendo\, exploraremos cómo construir una estrategia GenAI escalable\, centrada en usuarios\, adopci ón y agentes inteligentes. URL:https://www.des-show.com/es/agenda-sessions/mendo-de-la-adopcion-a-la -agentizacion-construyendo-una-estrategia-genai-basada-en-datos-20260611/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-224400@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T112000 DTEND;TZID=Europe/Madrid:20260611T115000 SUMMARY:Youtube y el algoritmo del poder: creadores\, IA y la batalla por la influencia digital DESCRIPTION:En un entorno donde la atención se ha convertido en uno de l os activos más valiosos para las marcas\, YouTube y los creadores de con tenido están redefiniendo la forma en que se informa\, se influye y se c onstruye confianza en la era digital. Esta mesa redonda reunirá a alguno s de los creadores más influyentes del ecosistema digital para analizar cómo la inteligencia artificial\, los algoritmos y las nuevas dinámicas de consumo están transformando las estrategias de contenido\, el negoci o de la influencia y la relación entre audiencias y marcas.   URL:https://www.des-show.com/es/agenda-sessions/youtube-y-el-algoritmo-de l-poder-creadores-ia-y-la-batalla-por-la-influencia-digital-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224222@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T113000 DTEND;TZID=Europe/Madrid:20260611T115000 SUMMARY:IA agéntica: consciencia artificial y toma de decisiones corpora tivas DESCRIPTION:Los nuevos agentes de IA desarrollan una 'subjetividad sinté tica' esencial para la toma de decisiones que requiere una nueva orientac ión a producto en el ecosistema corporativo. Esto hace necesario redefin ir la gobernanza algorítmica\, con un marco metodológico donde el produ cto evoluciona de forma homeostática\, priorizando el valor estratégico y la supervivencia competitiva. URL:https://www.des-show.com/es/agenda-sessions/ia-agentica-consciencia-a rtificial-y-toma-de-decisiones-corporativas-20260611/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85873@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T113000 DTEND;TZID=Europe/Madrid:20260611T120000 SUMMARY:The future of contents: Designing the learning ecosystems of tomo rrow DESCRIPTION:Education systems are undergoing a profound transformation dr iven by technology\, new learning models\, and evolving societal needs. T he challenge is no longer only to deliver knowledge\, but to design learn ing ecosystems that prepare individuals for a rapidly changing world. Thi s session will explore how institutions\, organizations\, and innovators are rethinking education through new technologies\, collaborative models\ , and lifelong learning strategies to build the learning ecosystems of to morrow. URL:https://www.des-show.com/es/agenda-sessions/the-future-of-contents-de signing-the-learning-ecosystems-of-tomorrow-20260611/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-83892@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T114000 DTEND;TZID=Europe/Madrid:20260611T120000 SUMMARY:Seniors vs Juniors: AI Points of View DESCRIPTION:How do senior and junior leaders interpret the evolution of a rtificial intelligence in the professional landscape? Do experienced voic es see disruption where younger ones see opportunity? Are expectations sh aped by years of practice — or by growing up alongside rapid technologi cal change? As AI reshapes decision-making\, creativity\, and work itself \, this open exploration asks where perspectives align\, where they diver ge\, and what each generation can learn from the other. URL:https://www.des-show.com/es/agenda-sessions/seniors-vs-juniors-ai-poi nts-of-view-20260611/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-93230@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T114000 DTEND;TZID=Europe/Madrid:20260611T120000 SUMMARY:Cibercrimen: presente\, pasado y futuro DESCRIPTION:Una charla tranquila sobre la evolución y las tendencias act uales del cibercrimen desde la perspectiva de quienes lo combaten a diari o. Un diálogo imprescindible que nos ofrece pistas acerca de lo que est á por venir y nos ayuda a prepararnos para hacerle frente. URL:https://www.des-show.com/es/agenda-sessions/cibercrimen-presente-pasa do-y-futuro-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-225193@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T114500 DTEND;TZID=Europe/Madrid:20260611T120000 SUMMARY:UIPATH – Beyond Automation: Orchestrating AI Agents\, Robots an d People with UiPath Maestro DESCRIPTION:The future of enterprise AI isn’t more agents — it’s or chestrated outcomes. See how Agentic Business Orchestration helps organis ations move from AI pilots to enterprise execution\, coordinating agents\ , robots\, APIs\, and people with governance and human oversight. URL:https://www.des-show.com/es/agenda-sessions/uipath-beyond-automation- orchestrating-ai-agents-robots-and-people-with-uipath-maestro-20260611-2/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-225533@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T114500 DTEND;TZID=Europe/Madrid:20260611T123000 SUMMARY:Qué startups sí financian los fondos en 2026: menos hype\, más ejecución DESCRIPTION:La mesa explorará cómo están evaluando los fondos las star tups de IA en 2026\, en un contexto donde ya no basta con añadir una cap a de IA al producto ni con contar una gran historia. Se abordarán las se ñales de ejecución real que buscan los inversores. URL:https://www.des-show.com/es/agenda-sessions/que-startups-si-financian -los-fondos-en-2026-menos-hype-mas-ejecucion-20260611-2/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-81064@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T115000 DTEND;TZID=Europe/Madrid:20260611T122000 SUMMARY:Tech Sovereignty: A Boardroom Imperativa DESCRIPTION:Controlling technology assets\, data\, and supply chains is n o longer optional—it’s strategic. This session examines how tech sove reignty influences corporate independence\, security\, and long-term comp etitiveness. URL:https://www.des-show.com/es/agenda-sessions/tech-sovereignty-a-boardr oom-imperativa-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-85870@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T115000 DTEND;TZID=Europe/Madrid:20260611T122000 SUMMARY:Nuestro patrimonio – Comunicación y aplicación de nuevas tecn ologías DESCRIPTION:Exploraremos cómo nuestro patrimonio puede preservarse\, com unicarse y revitalizarse mediante la aplicación estratégica de nuevas t ecnologías. se centra en el papel de las herramientas digitales\, las pl ataformas innovadoras y las soluciones emergentes para mejorar la accesib ilidad\, el compromiso y la gestión sostenible de los bienes culturales e históricos\, manteniendo al mismo tiempo su autenticidad y valor para las futuras generaciones.   URL:https://www.des-show.com/es/agenda-sessions/nuestro-patrimonio-comuni cacion-y-aplicacion-de-nuevas-tecnologias-20260611/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-225366@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T120000 DTEND;TZID=Europe/Madrid:20260611T121500 SUMMARY:IAORGANICA – El Sistema Operativo IA Post-agéntico DESCRIPTION:Mostraremos la arquitectura IA más avanzada del mundo\, y ha remos demostraciones en vivo de algunas de nuestras verticales en producc ión. Compliance\, auditoría\, trazabilidad Inmutable y ciberseguridad e n milisegundos. URL:https://www.des-show.com/es/agenda-sessions/iaorganica-el-sistema-ope rativo-ia-post-agentico-20260611/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-82936@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T120000 DTEND;TZID=Europe/Madrid:20260611T122000 SUMMARY:Responsible AI at scale: Building competitive advantage without l osing control DESCRIPTION:As AI systems become increasingly embedded in business operat ions\, organizations face the challenge of scaling innovation while maint aining control\, transparency\, and accountability. This keynote explores how responsible AI practices—grounded in governance\, interpretability \, and ethical design—can be transformed into a strategic advantage. It shows how companies can build scalable AI systems that are not only effe ctive\, but also trustworthy\, compliant\, and aligned with long-term bus iness value.   URL:https://www.des-show.com/es/agenda-sessions/responsible-ai-at-scale-b uilding-competitive-advantage-without-losing-control-20260611/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85876@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T120000 DTEND;TZID=Europe/Madrid:20260611T122000 SUMMARY:Breaking down LinkedIn algorithm DESCRIPTION:This session aims to demystify and break down LinkedIn's algo rithm and understand how to strategically leverage it to gain visibility\ , position our brands\, and generate real impact with valuable content. URL:https://www.des-show.com/es/agenda-sessions/breaking-down-linkedin-al gorithm-20260611/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-224215@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T120000 DTEND;TZID=Europe/Madrid:20260611T123000 SUMMARY:Tecnologías duales y disruptivas DESCRIPTION:Una mesa redonda organizada en el marco de DISRUPTIVE sobre e l impacto de las tecnologías duales y disruptivas en sectores estratégi cos como la salud\, la defensa y la industria. Se abordará cómo la inte ligencia artificial y las tecnologías duales están transformando la inn ovación\, la competitividad y la toma de decisiones en entornos cada vez más complejos. URL:https://www.des-show.com/es/agenda-sessions/tecnologias-duales-y-disr uptivas-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-139467@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T121500 DTEND;TZID=Europe/Madrid:20260611T123000 SUMMARY:COSMIKAL – Como evitar la exposición de activos críticos en e l puesto de trabajo DESCRIPTION:Abordaremos cómo proteger el acceso a los activos críticos desde el puesto de trabajo. En Cosmikal blindamos cada acceso a los activ os\, eliminando el riesgo vinculado a endpoints comprometidos y reduciend o al máximo los riesgos provocados por errores humanos\, responsables de l 80% de las incidencias. URL:https://www.des-show.com/es/agenda-sessions/cosmikal-como-evitar-la-e xposicion-de-activos-criticos-en-el-puesto-de-trabajo-20260611/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-82938@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T122000 DTEND;TZID=Europe/Madrid:20260611T124000 SUMMARY:Voice AI in Production: How companies built it with ElevenLabs DESCRIPTION:Voice AI has crossed from demo to production. In this session we'll walk through what ElevenLabs made possible today and what's coming next\, then dive into how eDreams\, one of Europe's largest travel platf orms\, deployed voice AI to transform customer experience\, with concrete numbers and real lessons. URL:https://www.des-show.com/es/agenda-sessions/voice-ai-in-production-ho w-companies-built-it-with-elevenlabs-20260611/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-83871@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T122000 DTEND;TZID=Europe/Madrid:20260611T124000 SUMMARY:TBC DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/tbc-20260611/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-136125@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T122000 DTEND;TZID=Europe/Madrid:20260611T124000 SUMMARY:From AI pilots to sovereign business systems: How European organi zations deploy AI without losing control of their data DESCRIPTION:European companies need AI without surrendering sensitive dat a\, compliance posture\, or cost control. This session shows how to move from isolated pilots to sovereign AI systems that support real operations . Using examples from ITSM automation\, privacy-safe data workflows\, and regulated processes\, it offers a practical framework for selecting use cases\, integrating with legacy tools\, keeping humans in the loop\, and deploying open-source AI under your own control. URL:https://www.des-show.com/es/agenda-sessions/from-ai-pilots-to-soverei gn-business-systems-how-european-organizations-deploy-ai-without-losing-c ontrol-of-their-data-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-225235@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T122000 DTEND;TZID=Europe/Madrid:20260611T124000 SUMMARY:AI applied to the automotive industry DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/ai-applied-to-the-automot ive-industry-20260611/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85874@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T122000 DTEND;TZID=Europe/Madrid:20260611T130000 SUMMARY:Impulsando el futuro: claves para acelerar la innovación empresa rial en España DESCRIPTION:La innovación es un factor decisivo para la competitividad d e las empresas en un entorno en constante cambio. Esta mesa redonda anali zará cómo impulsar el desarrollo tecnológico\, facilitar el acceso a f inanciación y fortalecer el crecimiento de startups y pymes\, fomentando un ecosistema más dinámico\, colaborativo y orientado a resultados. URL:https://www.des-show.com/es/agenda-sessions/impulsando-el-futuro-clav es-para-acelerar-la-innovacion-empresarial-en-espana-20260611/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-85877@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T122000 DTEND;TZID=Europe/Madrid:20260611T130000 SUMMARY:New forms of communication – Influencers and beyond DESCRIPTION:This roundtable debates the evolving landscape of communicati on\, focusing on the role of influencers as part of broader strategies ra ther than as the sole drivers of impact. participants will explore emergi ng formats\, peer-to-peer engagement\, and innovative approaches to story telling\, while discussing credibility\, measurement\, and how organizati ons can adapt to new communication dynamics without losing brand identity or strategic coherence.   URL:https://www.des-show.com/es/agenda-sessions/new-forms-of-communicatio n-influencers-and-beyond-20260611/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-224527@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T123000 DTEND;TZID=Europe/Madrid:20260611T124500 SUMMARY:Awards Ceremony The Scale Up! World Summit 2026 DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/awards-ceremony-the-scale -up-world-summit-2026-20260611/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-82937@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T123000 DTEND;TZID=Europe/Madrid:20260611T130000 SUMMARY:Cyber Resilience: Preparing for the Next Wave DESCRIPTION:Cyber threats are evolving in scale and sophistication. This session focuses on building resilient networks\, proactive defense strate gies\, and organizational readiness to withstand cyberattacks. URL:https://www.des-show.com/es/agenda-sessions/cyber-resilience-preparin g-for-the-next-wave-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-83891@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T124000 DTEND;TZID=Europe/Madrid:20260611T130000 SUMMARY:Agentic AI vs Traditional AI Agents: Autonomy Redifined DESCRIPTION:Next-generation AI agents are capable of autonomous decision- making beyond rule-based systems. This session compares agentic AI with t raditional approaches\, highlighting opportunities for efficiency\, adapt ability\, and strategic advantage. URL:https://www.des-show.com/es/agenda-sessions/agentic-ai-vs-traditional -ai-agents-autonomy-redifined-20260611/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85875@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T124000 DTEND;TZID=Europe/Madrid:20260611T130000 SUMMARY:From the org chart to the dynamic roster: how teams are being reb uilt around AI DESCRIPTION:AI is not automating roles one by one\, it is recomposing ent ire teams. The PM is moving closer to the engineer\, the engineer is beco ming an orchestrator of agents\, designers are turning into prototypers\, and operations is dissolving into product. From Shakers\, where we run t he freelance demand of hundreds of tech and product teams\, we will share what we are seeing in real time: the hybrid roles with the steepest grow th in demand\, the ones that have quietly disappeared from the brief\, an d what this means for how teams need to be designed going forward. URL:https://www.des-show.com/es/agenda-sessions/from-the-org-chart-to-the -dynamic-roster-how-teams-are-being-rebuilt-around-ai-20260611-2/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-124151@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T124000 DTEND;TZID=Europe/Madrid:20260611T130000 SUMMARY:El futuro de los centros de datos en Europa: desafíos y oportuni dades DESCRIPTION:Analizamos el papel estratégico de España dentro del ecosis tema europeo de centros de datos\, destacando las principales oportunidad es de crecimiento del sector. También aborda los desafíos regulatorios\ , energéticos y de sostenibilidad\, así como el impacto de la creciente digitalización en la demanda de infraestructuras. Una visión integral para comprender la evolución del mercado europeo y el potencial de Espa ña como un centro neurálgico clave en la industria de los centros de da tos.   URL:https://www.des-show.com/es/agenda-sessions/el-futuro-de-los-centros- de-datos-en-europa-desafios-y-oportunidades-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224480@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T124500 DTEND;TZID=Europe/Madrid:20260611T130000 SUMMARY:GRUPO MAINJOBS – B2G 2.0: cuando la Inteligencia Artificial se encuentra con la Contratación Pública DESCRIPTION:Uso de la Inteligencia Artificial en la Asistencia a Licitaci ones y Elaboración de Memorias URL:https://www.des-show.com/es/agenda-sessions/grupo-mainjobs-b2g-2-0-cu ando-la-inteligencia-artificial-se-encuentra-con-la-contratacion-publica- 20260611/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-225070@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T130000 DTEND;TZID=Europe/Madrid:20260611T131500 SUMMARY:ORBITANT – Ser AI-first no es dar licencias de Claude DESCRIPTION:Hoy en día existe muchos se autodenominan "AI-first" o early adopters de la IA cuando en realidad sólo añaden algunas licencias a s u set de herramientas. Ser AI-first implica mucho más\, es un cambio de mentalidad\, de cómo se construyen las bases\, la cultura o cómo se apo rta valor en el día a día. URL:https://www.des-show.com/es/agenda-sessions/orbitant-ser-ai-first-no- es-dar-licencias-de-claude-20260611/ LOCATION:Blue Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85872@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T130000 DTEND;TZID=Europe/Madrid:20260611T132000 SUMMARY:Diseñado para la realidad: Cómo ofrecer experiencias de retail que combinan lo humano y la IA a gran escala DESCRIPTION:Los retailers no tienen un problema de ambición con la IA\, sino de ejecución. Los sistemas heredados\, los recorridos de cliente fr agmentados y la complejidad operativa suelen impedir que las iniciativas de IA escalen con éxito. Esta sesión explorará cómo pueden trabajar j untos el talento humano y la IA en entornos reales de retail\, combinando la IA para las interacciones rutinarias con la experiencia humana para l os momentos complejos y de mayor valor. Descubre cómo convertir la ambic ión en torno a la IA en un rendimiento operativo escalable que reduzca c ostes\, genere confianza y aporte un impacto real en el negocio. URL:https://www.des-show.com/es/agenda-sessions/disenado-para-la-realidad -como-ofrecer-experiencias-de-retail-que-combinan-lo-humano-y-la-ia-a-gra n-escala-20260611/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-85878@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T130000 DTEND;TZID=Europe/Madrid:20260611T132000 SUMMARY:Industria\, tecnología y marca: el nuevo liderazgo en la era dig ital DESCRIPTION:En esta sesión se abordarán los grandes retos de la transfo rmación digital en España en los sectores industriales y tecnológicos\ , así como el impacto de la inteligencia artificial\, los datos y la inn ovación en la evolución de las empresas y su relación con los clientes .La conversación analizará cómo construir marcas relevantes en un merc ado cada vez más competitivos\, el papel de la tecnología en la mejora de la experiencia de usuario y cómo la digitalización se ha convertido en un elemento clave para impulsar eficiencia\, crecimiento y nuevos mode los de negocio en la industria. URL:https://www.des-show.com/es/agenda-sessions/industria-tecnologia-y-ma rca-el-nuevo-liderazgo-en-la-era-digital-20260611/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-207392@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T130000 DTEND;TZID=Europe/Madrid:20260611T132000 SUMMARY:Artificial Intelligence & Real Estate\, Threats and Opportunities | 2026 – 2040 DESCRIPTION:Artificial intelligence is reshaping work\, productivity and capital flows—raising concerns but also creating new opportunities. Thi s presentation examines how AI affects employment\, income and real estat e demand between 2026 and 2040. Focusing on global trends and lifestyle-d riven markets\, it explains why prime real estate remains resilient and w here investors face the greatest risks and opportunities in an AI-driven economy. URL:https://www.des-show.com/es/agenda-sessions/artificial-intelligence-r eal-estate-threats-and-opportunities-2026-2040-20260611/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-224762@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T130000 DTEND;TZID=Europe/Madrid:20260611T132000 SUMMARY:From smart cities to intelligent communities DESCRIPTION:A dialogue moderated by Marc Sanderson between Joaquín Quiñ ones and John Jung exploring the evolution from the Smart City concept to ward Intelligent Communities\, combining Malaga’s Smart City strategy a nd projects with international examples from Toronto and other leading ci ties within the Intelligent Community Forum (ICF) network. The discussion will cover topics including urban innovation\, digital transformation\, sustainability\, talent\, inclusion\, and international competitiveness.   URL:https://www.des-show.com/es/agenda-sessions/from-smart-cities-to-inte lligent-communities-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-82939@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T130000 DTEND;TZID=Europe/Madrid:20260611T133000 SUMMARY:Space-Based Defense: Satellite Technologies for Global Security DESCRIPTION:The next frontier of defense is orbital. This session examine s how satellite-based systems support intelligence\, surveillance\, and c ommunications\, enhancing situational awareness and strategic reach in gl obal security operations. URL:https://www.des-show.com/es/agenda-sessions/space-based-defense-satel lite-technologies-for-global-security-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85881@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T130000 DTEND;TZID=Europe/Madrid:20260611T134000 SUMMARY:De las ondas al streaming: la evolución de la radio digital DESCRIPTION:Esta mesa redonda analiza la transformación de la radio desd e su formato tradicional hasta su integración en el ecosistema digital. A través de la visión de expertos del sector\, se abordará cómo el st reaming\, los pódcast y las nuevas plataformas de distribución han rede finido la forma de consumir y producir contenido sonoro. También se deba tirán los retos actuales\, como la monetización\, la competencia con ot ros formatos digitales y la adaptación a audiencias cada vez más fragme ntadas\, así como las oportunidades que ofrece la innovación tecnológi ca para el futuro de la radio. URL:https://www.des-show.com/es/agenda-sessions/de-las-ondas-al-streaming -la-evolucion-de-la-radio-digital-20260611/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-85883@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T131000 DTEND;TZID=Europe/Madrid:20260611T135000 SUMMARY:Caso Real Madrid: Datos e IA aplicados al negocio DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/caso-real-madrid-datos-e- ia-aplicados-al-negocio-20260611-2/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-225121@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T131500 DTEND;TZID=Europe/Madrid:20260611T140000 SUMMARY:BEBYTE – Machine Learn\, People Lead: cómo la IA\, el metavers o y la gamificación pueden preparar a toda una generación para el futur o DESCRIPTION:Leading company in educational technology and entertainment d edicated to empowering the next generation with the skills needed to thri ve in a digital world. Founded in Brazil and now headquartered in Málaga \, Spain\, we develop innovative educational platforms and video games th at foster creativity and problem-solving.   URL:https://www.des-show.com/es/agenda-sessions/bebyte-machine-learn-peop le-lead-como-la-ia-el-metaverso-y-la-gamificacion-pueden-preparar-a-toda- una-generacion-para-el-futuro-20260611/ LOCATION:Green Innovation Theatre END:VEVENT BEGIN:VEVENT UID:session-85880@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T132000 DTEND;TZID=Europe/Madrid:20260611T134000 SUMMARY:Emprendedores y directivos españoles: cómo somos y cómo lidera mos DESCRIPTION:Conoce la mentalidad y los enfoques de los líderes empresari ales españoles. Esta sesión explora estilos de liderazgo\, toma de deci siones y estrategias culturales que caracterizan al tejido empresarial de l país y su capacidad de adaptarse a la nueva era digital.   URL:https://www.des-show.com/es/agenda-sessions/emprendedores-y-directivo s-espanoles-como-somos-y-como-lideramos-20260611/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-169411@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T132000 DTEND;TZID=Europe/Madrid:20260611T134000 SUMMARY:Kill the stack DESCRIPTION:Tech stacks are growing out of control — and the CIO knows it. As layers of cloud\, SaaS\, and legacy systems accumulate\, complexit y becomes the silent killer of speed\, innovation\, and control. This rou ndtable explores whether it’s time to radically rethink the stack: what to eliminate\, what to rebuild\, and how CIOs can simplify without putti ng the business at risk. Because today\, managing the stack is no longer enough — it may be time to kill parts of it.   URL:https://www.des-show.com/es/agenda-sessions/kill-the-stack-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-224167@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T132000 DTEND;TZID=Europe/Madrid:20260611T134000 SUMMARY:URBANTZ – Urbantz AI Assistant: Reconciling Performance\, Profi tability and Sustainability in Last-Mile Delivery DESCRIPTION:Real-time AI ecosystem optimizing last-mile delivery: more ca pacity\, fewer vehicles\, lower emissions — without extra hardware. URL:https://www.des-show.com/es/agenda-sessions/urbantz-urbantz-ai-assist ant-reconciling-performance-profitability-and-sustainability-in-last-mile -delivery-20260611/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-82940@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T132000 DTEND;TZID=Europe/Madrid:20260611T140000 SUMMARY:Key Takeaways 2026 DESCRIPTION:A concise synthesis of the most impactful insights from the e ntire congress. This session highlights trends\, lessons\, and actionable strategies across technology\, leadership\, AI\, and organizational tran sformation\, providing attendees with a clear roadmap for 2026 and beyond . URL:https://www.des-show.com/es/agenda-sessions/key-takeaways-2026-202606 11-2/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-83893@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T132000 DTEND;TZID=Europe/Madrid:20260611T140000 SUMMARY:The Great AI Hosting Debate: Cloud or On-Premise? DESCRIPTION:This panel brings together industry experts to debate the adv antages and challenges of hosting AI workloads in the cloud versus on-pre mise environments. Speakers will explore key factors such as scalability\ , cost\, security\, performance\, compliance\, and data sovereignty\, off ering practical insights to help organizations choose the most effective deployment model for their AI strategies. URL:https://www.des-show.com/es/agenda-sessions/the-great-ai-hosting-deba te-cloud-or-on-premise-20260611/ LOCATION:Auditorium ZOHO END:VEVENT BEGIN:VEVENT UID:session-85879@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T132000 DTEND;TZID=Europe/Madrid:20260611T140000 SUMMARY:AI applied to fashion and beauty DESCRIPTION:How AI optimizes operations and supply chains. Use of data to improve efficiency. Real applications URL:https://www.des-show.com/es/agenda-sessions/ai-applied-to-fashion-and -beauty-20260611/ LOCATION:Retail Tech Fest Auditorium END:VEVENT BEGIN:VEVENT UID:session-78265@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T133000 DTEND;TZID=Europe/Madrid:20260611T134500 SUMMARY:Critical decisions and effective leadership in cybersecurity DESCRIPTION:Explore how leaders in large\, complex organizations navigate cybersecurity challenges under high-pressure and uncertain conditions. T his session focuses on strategic decision-making\, risk prioritization\, and building resilient systems that protect critical infrastructure and c orporate assets. Gain insights into fostering a proactive security cultur e\, aligning cybersecurity with business objectives\, and driving effecti ve leadership that empowers teams to respond decisively to emerging threa ts in a global context. URL:https://www.des-show.com/es/agenda-sessions/critical-decisions-and-ef fective-leadership-in-cybersecurity-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85884@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T134000 DTEND;TZID=Europe/Madrid:20260611T140000 SUMMARY:Instrucciones para sentar a un koala en el comité de dirección DESCRIPTION:Cómo la IA y la creatividad reescriben las reglas del negoci o. Una historia imposible que describe la realidad: la IA está cambiando el mundo y los negocios\, un impacto que va mucho más allá de la simpl e automatización y el abaratamiento. La clave está en comprender esta n ueva inteligencia. Con un estilo narrativo único\, abrimos un cambio de mirada para redefinir la estrategia\, usar la creatividad como palanca de valor y repensar nuestro futuro. El Koala en el Comité de Dirección ya no es una metáfora. URL:https://www.des-show.com/es/agenda-sessions/instrucciones-para-sentar -a-un-koala-en-el-comite-de-direccion-20260611/ LOCATION:Digital Marketing Planet by Clear Channel END:VEVENT BEGIN:VEVENT UID:session-85885@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T134000 DTEND;TZID=Europe/Madrid:20260611T140000 SUMMARY:Metaliderazgo e IA: el nuevo paradigma de la prevención y la efi ciencia humana DESCRIPTION:Descubra cómo la IA está redefiniendo el liderazgo de vangu ardia (Metaliderazgo) y transformando la seguridad en el trabajo. De la m ano de líderes industriales y expertos en formación\, analizaremos cóm o la tecnología puede anticipar el riesgo humano y potenciar la capacida d de influencia de los directivos en la era digital. URL:https://www.des-show.com/es/agenda-sessions/metaliderazgo-e-ia-el-nue vo-paradigma-de-la-prevencion-y-la-eficiencia-humana-20260611/ LOCATION:España Empresa Digital END:VEVENT BEGIN:VEVENT UID:session-93231@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T134000 DTEND;TZID=Europe/Madrid:20260611T140000 SUMMARY:AI for Exponential Growth: Designing Future-Ready Organizations DESCRIPTION:Join us in an interactive workshop designed for executive aud iences seeking practical ways to leverage artificial intelligence for sus tainable\, exponential growth. In this session\, participants will explor e proven strategies drawn from real-world work with global companies and from the book Move to Great! 12 Strategies for Exponential Business Growt h by Capitalizing on AI. The experience goes beyond a traditional talk: t he audience will interact in real time with an AI-powered avatar\, enabli ng dynamic dialogue\, live questions\, and scenario exploration. Through practical frameworks\, engaging dynamics\, and hands-on tools\, participa nts will discover how to redesign their organizations to become more adap tive\, innovative\, and AI-driven. Blending strategic insight with immers ive interaction\, this workshop helps leaders understand how to translate AI potential into concrete business value—equipping them with actionab le ideas to build future-ready organizations. URL:https://www.des-show.com/es/agenda-sessions/ai-for-exponential-growth -designing-future-ready-organizations-20260611/ LOCATION:DES Arena by ADA END:VEVENT BEGIN:VEVENT UID:session-82941@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T134500 DTEND;TZID=Europe/Madrid:20260611T140000 SUMMARY:Entertainment\, Society and Security: Informed Citizens Are Prote cted Citizens DESCRIPTION:National security increasingly depends on an informed and eng aged society. This session explores how entertainment content and storyte lling can help build a culture of security awareness under the principle that informed citizens are protected citizens who contribute to national defense. The discussion will present the series ALERT\, available on Netf lix\, as a case study. Targeted at young audiences\, the series uses enga ging narratives to highlight real cybersecurity risks and everyday digita l threats\, helping viewers better understand the dangers of the online e nvironment and encouraging responsible digital behavior. Through this exa mple\, the session will examine how entertainment formats can effectively connect security topics with younger generations and strengthen public a wareness and resilience. URL:https://www.des-show.com/es/agenda-sessions/entertainment-society-and -security-informed-citizens-are-protected-citizens-20260611/ LOCATION:Auditorium T-Systems END:VEVENT BEGIN:VEVENT UID:session-85886@www.des-show.com DTSTAMP:20260604T034615Z DTSTART;TZID=Europe/Madrid:20260611T135000 DTEND;TZID=Europe/Madrid:20260611T140000 SUMMARY:Cierre del bloque y evento DESCRIPTION: URL:https://www.des-show.com/es/agenda-sessions/cierre-del-bloque-y-event o-20260611-2/ LOCATION:Retail Tech Fest Auditorium END:VEVENT END:VCALENDAR