In a press conference held yesterday in Madrid with the presence of Enrique Polo de LaraSenior VP & Country Leader de Salesforcelos AI agents They became protagonists and were positioned as a central lever for future economic growth, both globally and in the Spanish market. The central message was clear: the transformation towards agent company What Salesforce is promoting with its Agentforce solution is not incremental, but radical.
“AI agents will represent a radical transformation in the management models of organizations,” declared Enrique Polo de Lara during the meeting. “This transformation will be a great driver of economic growth and many Spanish companies and entities are positioning themselves as leaders in terms of adoption and innovation with this technology.”
These words are framed in a context where the numbers point to an unprecedented economic opportunity. According to a IDC report Sponsored by Salesforce, the digital gig economy powered by AI agents will generate a cumulative impact of 13 trillion dollars in global GDP by 2030, equivalent to 4.2% of global gross domestic product. In Spain, this impact will be more modest in magnitude but just as transformative: 154 billion dollars accumulated from 2025 to 2030, with an annual growth rate of 52%.
Investment in agentic AI soars
The investment supporting this transformation is equally significant. Globally, IDC estimates that investment in AI technologies associated with digital work will reach $3.34 trillion with an annual growth of 43%. The expected return is $4.3 for every dollar invested.
For Spain specifically, cumulative spending on AI technologies supporting digital work will reach $35.9 billion with a compound annual growth rate (CAGR) of 43% by 2030. Translated into the national business context, this means massive investment, exponential growth, and a window of opportunity that opens now but will not stay open indefinitely.
Multiplied productivity
Beyond macroeconomic numbers, the impact reaches directly to the line of work of each professional. According to IDC, Spanish workers plan to save 35% of their working time typical thanks to the use of AI tools, a figure that, in an 8-hour day, translates into almost 3 hours a day of tasks that can be assumed or automated by intelligent agents.
Globally, the average savings is slightly higher (41%), but the Spanish projection is particularly relevant because it shows a prepared market, aware of the potential and willing to transform. The impact priorities are clear: automation of routine tasks (55% of expectations), reduction of errors (53%) and increase in time available for higher value work (49%).
The Spanish agent company
Salesforce has revealed concrete numbers on adoption in Spain: more than 150 Spanish companies have begun implementing Agentforce in 2025, and 30 of them already have agents in production. Globally, these numbers are overwhelming: more than 12,500 Salesforce customers around the world have adopted Agentforce since its introduction just over a year ago.
This is not a pilot, it is a massive movement towards the agent company. And Spain is not on the periphery of this movement, it is at the epicenter of adoption, with Spanish companies positioning themselves as leaders in innovation and implementation, as is the case of Movistar Plus+.
A concrete example of how this transformation materializes was shared during the press conference by Roberto Rodríguez FernándezCustomer Support Manager of Movistar Plus+. The company has successfully implemented Agentforce to Completely transform your customer service.
Movistar Plus+ operates in a complex ecosystem: more than a million contents, ten different TV plans and queries that, although they may seem simple on the surface, require highly contextualized navigation. After an initial pilot, in March 2025 they launched a chatbot in their help center that uses Agentforce to respond to queries and incidents based on their knowledge base, with intelligent referral capacity to human professionals when necessary.
The platform was expanded in July 2025 to offer answers to sports content, integrating Data Cloud for access to structured data and context in real time. The result was a virtual assistant that effectively manages queries during non-traditional call center hours, multiplying the level of service without the need to increase customer service staff.
“What Movistar Plus+ is doing is exactly what Enrique Polo de Lara describes: radically transforming operational management models,” Roberto Rodríguez explained during the press conference. The company is not replacing workers; is reassigning routine tasks to agents so that human teams focus on complex and strategic resolutions.
The Spanish talent ecosystem is also preparing
Salesforce revealed that the number of certifications in Salesforce technologies has increased 6.5% year over year, reaching more than 24,000 certifications in Spain. Of particular importance, the 6,800 certifications in Agentforce and the 700 in Data Cloud, with increases of 46% and 24% respectively.
Additionally, Salesforce has strengthened its strategic alliances during Dreamforceextending Agentforce 360 to integrate with OpenAI, Anthropic, Google, AWS y Stripe. This expands the context, so that the agentic company is not a “Salesforce island”, it is an ecosystem where better models, better integrations and better partners converge to deliver value.
For Enrique Polo de Lara, Spain has a specific opportunity within this global transformation. More than 150 implementations underway, 30 already in production, 24,000 certifications and 154 billion dollars of projected economic impact, demonstrate that the window of opportunity is now. Companies that massively invest in AI agents today in 2025-2026 will be among the productivity and profitability winners in 2028-2030. Those who wait will probably have been left behind in competitiveness.
