How Telefónica links AI research to customers’ real-life experiences
Telefónica drives innovation in artificial intelligence by linking technical research to customers’ real needs. Through trend analysis, collaboration with technology ecosystems and continuous validation, it identifies which advances generate tangible value, transforming technological promises into useful, scalable services centred on the user experience.
AI & Technical Product research, Telefónica
Linking research to the customer experience
Artificial intelligence is currently experiencing a period of rapid growth. New capabilities, models and promises emerge every week, or even every day. When this happens, the most complex work has only just begun. Behind every project, application or service lie months of research, experimentation and validation, during which specialist teams seek to identify which innovations have the potential to make a real impact on the customer experience. The focus is on linking these disruptive developments to specific needs.
The role of technical research in AI: from innovation to real customer impact
A team specialising in innovation seeks to turn major breakthroughs in AI into real improvements for customers. Like Ulysses, we hear the sirens’ songs (new models, brilliant promises and irresistible features), but we remain firmly tied to the mast: our customers’ experience. This is how we distinguish between what merely sounds good and what truly changes habits, simplifies tasks or adds value.
Not all technology makes an impact, and that is where research acts as a filter. When a new capability emerges, we assess not only whether it works, but also which specific problem it could solve for a customer and whether it can be integrated securely and at scale.
In short, analysing trends and understanding capabilities and limitations helps us decide which direction to take. Research is just as important as product development, because without that process it would not be possible to build the services of the future.
How Telefónica drives research into artificial intelligence
Research involves identifying opportunities to translate scientific and technological advances into useful services for people in their diverse circumstances. To this end, Telefónica promotes several key initiatives.
On the one hand, listening to customers allows us to better understand their contexts and needs. To this end, we have our user research laboratory (UX Lab), with which we work closely to gain an in-depth understanding of their preferences.
Furthermore, we form part of a knowledge network that includes Wayra, its analyses and investments, alliances with strategic partners and participation in European research consortia.
These collaborations provide diverse perspectives and help to identify new opportunities for innovation.
Key trends in AI, robotics and wearables that will shape new services
There are currently several trends shaping the future of innovation:
The development of agent-based systems is one of the most significant. It encompasses the democratisation of language models, infrastructure shortages, debates on European sovereignty and the capabilities of agents. This leads us to explore aspects such as agents’ memory and coordination, which are fundamental to automating complex tasks.
Another area of focus is robotics, which goes far beyond a futuristic vision. Today, between 85% and 90% of robots are manufactured in China. This poses strategic challenges should there be rapid growth in demand, as has already occurred in other technological cycles.
At the same time, wearables are experiencing strong growth: smart glasses, rings, exoskeletons and AI-powered devices. This development opens up new lines of research centred on embedded AI, privacy and direct interaction with the user. Examples such as lifelogging devices reflect a future where technology continuously accompanies the user to improve their day-to-day life.
Taken together, these trends help define the framework within which the services of the future are being built.
Key skills for leading research into product-oriented AI
In an environment where technology is constantly evolving, the advantage lies not only in having the best models, but in knowing how to identify which innovations can truly improve people’s lives.
To this end, it is essential to develop skills such as collaboration, diversity of thought, technical excellence, scientific curiosity and a drive to improve the customer experience. Telefónica: leading the way in access to digital technology through innovation, trust and a European vision Telefónica has taken on the challenge of becoming the best gateway for citizens to access digital technologies, driving the company to become more innovative, competitive and customer-focused. This commitment is underpinned by European leadership, a contribution to technological sovereignty, the development of advanced services and the construction of the best network for accessing the most innovative technology. All of this with a clear objective: to offer more and better services, attract the best talent and build trust, recognising that quality is measured by the actual customer experience and the positive impact on society.
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