The second day of the technology congress The Wave has focused much of its attention on generative artificial intelligence (AI), featuring a notable presentation by Amazon Web Services (AWS). Sasha Rubel, Director of Public Policy for Generative AI in EMEA (Europe, the Middle East, and Africa) at AWS, highlighted the gap between the high level of knowledge among citizens and the slow adoption by European companies.
During her talk on the main stage «Planet Zero» at the Zaragoza Congress Palace, Rubel quantified this discrepancy: more than 80% of European citizens are already familiar with AI, while only 15% of companies have significantly integrated it into their processes.
“AI is already part of people’s everyday lives, but companies are slow to adopt it,” stated the executive, emphasizing the economic potential that is being overlooked. According to her data, full adoption of generative AI could generate up to 600 billion euros in added value in Europe by 2030. Even basic implementations, such as the use of chatbots, could unlock 190 billion euros.
Productivity, Quality of Life, and Changing Mindsets
Sasha Rubel argued that AI is not just a tool for efficiency, but an ally that enhances productivity and, by extension, the quality of life for people. She noted that startups are progressing much faster than large corporations, precisely due to their greater flexibility.
However, she identified several key barriers to faster adoption:
- Lack of Digital Skills: Only 31% of employees have been trained in AI, even though these skills have a positive impact on salaries. Rubel forecasted that more than half of jobs will require AI skills in the coming years and called for their importance to be equated with social skills such as creativity or problem-solving.
- Fragmented Regulation: The executive criticized that regulations vary between countries and sectors, creating uncertainty for companies about what they can and cannot do. She called for simplification and harmonization of regulations at the European level.
- Mindset: She recommended shifting from viewing AI solely as an optimization tool to considering it a creative partner.
Zaragoza, at the Epicenter of the Technological Revolution
AWS’s intervention is framed within a day in which The Wave has established Zaragoza as a benchmark for technological innovation in Southern Europe. The congress, which brings together more than 20,000 participants this edition, features active participation from major tech companies and places special emphasis on attracting young talent and generating opportunities in Aragon.
The presence of Amazon Web Services is particularly significant due to its strong investment in the region, with important data center projects that are helping position Aragon as a technology hub.
The event continues this Thursday, April 16, with a day specifically aimed at students and young people, with the goal of fostering technological vocations and strengthening the digital ecosystem in Aragon in light of the challenges and opportunities presented by artificial intelligence.
