From Tuesday through Thursday, the Sixth edition of the Digital Enterprise Show (DES) gathered at the Malaga Palace of Fairs and Congresses, an international fair that has grown since its 2016 inception as a hub for the world’s leading technology companies outside Madrid.
The primary highlight of the day was the appearance of former U.S. president Barack Obama, who delivered a private talk titled “A Conversation with Barack Obama.” Access to the session carried a premium price, with tickets approaching two thousand euros. The speech was delivered entirely in English, without an interpreter, and drew a large audience.
Despite the steep ticket price, around a thousand attendees filled the venue, including many invited officials and members of the press who participated in the session. The crowd began forming well ahead of the scheduled start, creating long lines at the main pavilion of the fairgrounds.
Obama spoke about the warmth and openness of Hispanic culture, touching on topics such as climate technology and artificial intelligence, and highlighting the opportunities that new technologies present for nations. He noted how smartphones have become nearly ubiquitous in just over a decade and emphasized the rapid pace of technological progress, which continues to shape global society.
From the White House archives, Obama illustrated how today’s technologies alter the way government works. He recalled the tenure of the 44th president, contrasting it with the past where a small team could handle enormous workloads with the help of basic devices. He underscored that automation will inevitably reduce monotonous, uncreative work, but also stressed the need to balance automation with job creation in key sectors such as education, health, and caregiving, where professional value often remains undervalued.
He urged audiences to consider how work should be redistributed and redesigned, arguing for more training and higher compensation for tasks that cannot be automated. In his view, society should prepare for a future where technology augments human labor rather than replaces it, ensuring that meaningful work remains available in essential fields.
In summary, Obama framed the challenge of technological transition as adapting human society to the new capabilities offered by artificial intelligence, blockchain, and the metaverse. He posed a provocative question about comfort with automated systems, such as self-driving or autonomous rotation in vehicles, calling it a test that society must address.
Benefits and risks
The former North American leader also cautioned about the risks accompanying technological advancement, particularly the social impact of online platforms, which can carry toxic dynamics when misused. He pointed to the technologies that enable realistic yet fabricated videos and voices, noting that he has seen examples on social networks where his own likeness appeared saying things he did not say. Such misinformation makes it harder to discern truth from fiction.
Obama emphasized the urgency of proactive action and innovation to address these challenges, warning that non-democratic regimes could seize upon rapid information flows to gain advantage. He urged faster, more creative responses to safeguard democratic processes and public trust online.
Ukraine and climate concerns
On the topic of the Russian invasion of Ukraine, Obama highlighted Europe’s solidarity, including Spain’s, with the Ukrainian people. He described Putin as a threat to European democracy and cited the rise of totalitarian tendencies as seen in certain political movements in Europe. He stressed that people need belonging and health, without turning neighbors into enemies.
Regarding climate change, Obama noted clear evidence of climate instability affecting both Spanish and American agriculture. He warned that people may be forced to move as farming land becomes untenable and emphasized that addressing climate change means transitioning to clean energy while considering the economic costs and impacts on communities. The message was clear: adapting, transforming, and investing in sustainable solutions is essential to protect livelihoods while maintaining economic stability.