The Artificial Intelligence Forum for Marketing, Communications and Customer Experience (MCX) began as Spain’s pioneering think tank dedicated to applying Artificial Intelligence (AI) within corporate and business settings. It emerged from the collaboration of eighteen seasoned experts drawn from diverse sectors including industry, services, technology, and communications across the country. This initiative set out to create a concrete, knowledge-driven hub where senior professionals could explore how AI tools and methodologies can elevate performance, streamline operations, and inform strategic decisions in real-world business environments.
Among the participating organizations are Ferrovial, Banco Santander, Microsoft, Vodafone, Repsol, Siemens, Antolin, Narrativa, Viajes El Corte Inglés, Orange, LG Electronics, Big Onion, Good Rebels, ISDI, Roche, and the Partnerships of Abogacía, Unibail Rodamco Westfield, along with VoiceMOD. The forum envisions expanding its participant base in the near term, welcoming new members as partners who share a commitment to advancing AI-enabled practices in commerce and industry. This expansion will broaden the knowledge network and encourage broader collaboration across markets and disciplines.
The forum has communicated that new members will join as partners in the weeks ahead, aiming to strengthen the collective expertise and resources available to member organizations. This deliberate growth strategy seeks to amplify the exchange of ideas, case studies, and practical frameworks that organizations can adapt to their own contexts. The emphasis stays on creating a transparent space where practical insights can be translated into actionable guidance for teams deploying AI in daily workflows.
Designed to foster dialogue and practical analysis, the initiative targets the dissemination of shared knowledge and actionable playbooks that help companies establish a reliable reference framework when integrating AI into ongoing operations. The core objective is to translate theoretical concepts into accessible, repeatable practices that can be adopted across different business units, ensuring a consistent, responsible approach to AI adoption that aligns with corporate goals and compliance requirements.
Fernando Polo, president of the Artificial Intelligence Forum and chief executive officer of Good Rebels, underscored the transformative role of AI in the modern business landscape. He remarked that the rapid advancement of artificial intelligence, particularly in boosting productivity, marks a watershed moment comparable to the emergence of personal computing and the internet. This shift is reshaping how organizations and people conduct business, collaborate, and create value in everyday interactions. The forum positions itself as a practical guide for navigating this transition with a clear focus on measurable outcomes and sustainable impact.
The forum sets four strategic domains to guide its work: ethics, automation, data, and productivity. These focus areas are designed to help professionals operate more efficiently, achieve superior results, and balance the personal and organizational implications of AI adoption. Each domain emphasizes responsible use, transparent governance, and concrete metrics that demonstrate benefits while safeguarding stakeholders and communities. The intent is to translate complex capabilities into usable approaches that professionals can implement across projects and teams, driving consistent improvements in performance and user experience.