{"id":70790,"date":"2026-06-30T15:52:02","date_gmt":"2026-06-30T13:52:02","guid":{"rendered":"https:\/\/www.dircom.org\/?p=70790"},"modified":"2026-07-02T09:01:03","modified_gmt":"2026-07-02T07:01:03","slug":"la-intel%c2%b7ligencia-artificial-lidera-les-prioritats-estrategiques-de-les-empreses-espanyoles-segons-lestudi-approaching-the-future-2026","status":"publish","type":"post","link":"https:\/\/www.dircom.org\/ca\/2026\/06\/30\/la-intel%c2%b7ligencia-artificial-lidera-les-prioritats-estrategiques-de-les-empreses-espanyoles-segons-lestudi-approaching-the-future-2026\/","title":{"rendered":"La intel\u00b7lig\u00e8ncia artificial lidera les prioritats estrat\u00e8giques de les empreses espanyoles, segons l&#8217;estudi \u2018Approaching the Future 2026\u2019"},"content":{"rendered":"<p><a href=\"https:\/\/www.dircom.org\/ca\/catalunya\/\" target=\"_blank\" rel=\"noopener\">Dircom Catalunya<\/a> i Corporate Excellence \u2013 Centre for Reputation Leadership han presentat els resultats per a Espanya de l&#8217;estudi<a href=\"https:\/\/www.corporateexcellence.org\/recurso\/todo-sobre-approaching-the-future-2026\/c37fc385-dc52-af2f-1cf0-7be6cb0c1517\"> \u2018Approaching the Future 2026. Tend\u00e8ncies en reputaci\u00f3 i intangibles\u2019<\/a>, una trobada que ha reunit professionals de la comunicaci\u00f3 per analitzar els principals factors que marcaran l&#8217;agenda estrat\u00e8gica de les organitzacions durant els propers anys. La jornada ha estat inaugurada per M\u00aa Llu\u00efsa Mart\u00ednez Gistau, presidenta de Corporate Excellence \u2013 Centre for Reputation Institute, i Marc G\u00f3mez, secretari general de Dircom Catalunya.<\/p>\n<p>Durant la presentaci\u00f3 de l&#8217;informe, \u00c1ngel Alloza, CEO de Corporate Excellence \u2013 Centre for Reputation Leadership, i Clara Font\u00e1n, directora d&#8217;Operacions i Intel\u00b7lig\u00e8ncia de l&#8217;entitat, han exposat que la intel\u00b7lig\u00e8ncia artificial es consolida com el principal factor d&#8217;impacte per a les empreses espanyoles, seguida de la geopol\u00edtica i la retenci\u00f3 del talent. L&#8217;estudi tamb\u00e9 assenyala que la inversi\u00f3 de les organitzacions es concentra principalment en la IA, la comunicaci\u00f3 i la gesti\u00f3 del talent, mentre que, en l&#8217;\u00e0mbit comunicatiu, la creaci\u00f3 de contingut propi, la construcci\u00f3 d&#8217;un relat basat en el prop\u00f2sit i la comunicaci\u00f3 de la marca corporativa es mantenen entre les principals prioritats.<\/p>\n<p>La sessi\u00f3 s&#8217;ha completat amb una taula rodona protagonitzada per Doris Casares, Global Chief Corporate Affairs &amp; Communications de MANGO, i Jose Guerra, director de Comunicaci\u00f3 i Marca de Veolia a Espanya, que han compartit com les seves organitzacions estan incorporant aquestes tend\u00e8ncies a l&#8217;estrat\u00e8gia i la gesti\u00f3 di\u00e0ria.<\/p>\n\n\t\t<style>\n\t\t\t#gallery-1 {\n\t\t\t\tmargin: auto;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-item {\n\t\t\t\tfloat: left;\n\t\t\t\tmargin-top: 10px;\n\t\t\t\ttext-align: center;\n\t\t\t\twidth: 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Tend\u00e8ncies en reputaci\u00f3 i intangibles\u2019, una trobada que ha reunit professionals de la comunicaci\u00f3 per analitzar els principals factors que marcaran l&#8217;agenda estrat\u00e8gica de les organitzacions durant els propers anys. La jornada ha estat inaugurada per M\u00aa Llu\u00efsa Mart\u00ednez Gistau, presidenta de Corporate Excellence \u2013 Centre for Reputation Institute, i Marc G\u00f3mez, secretari general de Dircom Catalunya&#8230;.<\/p>\n","protected":false},"author":708,"featured_media":70771,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[1448],"tags":[1563],"class_list":["post-70790","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dircom-catalunya-ca","tag-reputacion-ca"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Dircom Catalunya i Corporate Excellence han presentat els resultats per a Espanya de l&#039;estudi Approaching the Future 2026. 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