{"id":183382,"date":"2026-04-16T14:03:45","date_gmt":"2026-04-16T14:03:45","guid":{"rendered":"https:\/\/raed.academy\/?p=183382"},"modified":"2026-04-16T14:03:45","modified_gmt":"2026-04-16T14:03:45","slug":"implantar-la-ia-a-lempresa-sense-morir-a-lintent","status":"publish","type":"post","link":"https:\/\/raed.academy\/ca\/implantar-la-ia-a-lempresa-sense-morir-a-lintent\/","title":{"rendered":"Implantar la IA a l’empresa sense morir a l’intent"},"content":{"rendered":"
\"Josep

Dr. Josep Alet<\/p><\/div>\n

Josep Alet<\/strong><\/em><\/a>, president de l’Associaci\u00f3 d’Ag\u00e8ncies de M\u00e0rqueting Directe i Interactiu<\/strong>, soci fundador i professor de l’Institut de Comer\u00e7 Electr\u00f2nic i M\u00e0rqueting Directe<\/strong> i acad\u00e8mic corresponent de la Reial Acad\u00e8mia Europea de Doctors<\/strong> (RAED), va abordar la implantaci\u00f3 de la intel\u00b7lig\u00e8ncia artificial al teixit empresarial, el seu cost i el seu retorn en la pon\u00e8ncia “La paradoxa de la IA del 2026: de la tecnologia gen\u00e8rica a la capacitat situada”<\/strong>, que va presentar durant la X Trobada Acad\u00e8mica Internacional<\/strong> que la Reial Corporaci\u00f3 va celebrar entre els passats 15 i 20 de mar\u00e7 a diverses ciutats alemanyes sota el t\u00edtol gen\u00e8ric “El Rin com a corrent del coneixement: di\u00e0legs transfronterers”<\/strong>. Per a l’expert, l’adopci\u00f3 d’aquesta tecnologia disruptiva causa sovint frustraci\u00f3 a les organitzacions a causa de l’error estructural a la seva forma d’adopci\u00f3.<\/p>\n

“La intel\u00b7lig\u00e8ncia artificial ja no \u00e9s una aposta tecnol\u00f2gica, sin\u00f3 un fet consumat: la gran majoria de les organitzacions fa servir alguna forma d’IA, i el capital invertit es compta en centenars de milers de milions de d\u00f2lars a l’any. Tot i aix\u00f2, les dades mostren un contrast extrem: nom\u00e9s una minoria, entorn del 5%, captura valor significatiu a escala, mentre que la majoria est\u00e0 atrapada en un ‘purgatori de pilots’ on les proves de concepte funcionen al laboratori, per\u00f2 fracassen estrepitosament en mirar d’escalar. Aquesta paradoxa no s’explica per la qualitat dels models, sin\u00f3 per l’economia de la denominada corba J de la productivitat: la IA \u00e9s una tecnologia de prop\u00f2sit general que exigeix grans inversions complement\u00e0ries en el redisseny de processos, les capacitats de dades i el capital hum\u00e0 abans que la productivitat millori. Les empreses que inverteixen gaireb\u00e9 tot a tecnologia i amb prou feines en aquests actius intangibles es queden atrapades en la part baixa de la J; mentre que aquelles que reequilibren la seva inversi\u00f3 comencen a emergir com veritables AI Achievers”, va resumir Alet la seva intervenci\u00f3.<\/p>\n

Per a l’expert, el problema central rau en una visi\u00f3 reduccionista de la intel\u00b7lig\u00e8ncia artificial com a eina tecnol\u00f2gica, quan en realitat es tracta d’una capacitat organitzativa complexa. Moltes empreses s’han llan\u00e7at a adoptar models avan\u00e7ats sense replantejar els seus processos, la seva cultura ni la seva estructura de dades. Aquesta din\u00e0mica revela una desconnexi\u00f3 profunda entre l’experimentaci\u00f3 tecnol\u00f2gica i l’execuci\u00f3 estrat\u00e8gica, ja que cal tenir en compte que les tecnologies de prop\u00f2sit general, com la IA, no generen beneficis immediats i requereixen inversions pr\u00e8vies a actius intangibles com la formaci\u00f3, la reorganitzaci\u00f3 i la redefinici\u00f3 de processos. Durant aquesta fase inicial, va argumentar l’acad\u00e8mic, la productivitat pot fins i tot disminuir, la qual cosa desincentiva organitzacions que busquen resultats r\u00e0pids. Tot i aix\u00f2, aquelles que perseveren i porten a terme les transformacions necess\u00e0ries acaben per capturar avantatges significatius.<\/p>\n

\"\"Per aix\u00f2, per a Alet, el veritable factor diferencial no \u00e9s la sofisticaci\u00f3 de l’algoritme, sin\u00f3 la disciplina organitzativa. Les empreses que acaben traient un rendiment m\u00e9s gran d’aquesta tecnologia entenen que la intel\u00b7lig\u00e8ncia artificial no ha de desplegar-se de forma dispersa, sin\u00f3 alinear-se amb objectius estrat\u00e8gics concrets. Davant la proliferaci\u00f3 de casos d’\u00fas inconnexos, aquestes organitzacions concentren recursos en poques iniciatives d’alt impacte, construeixen infraestructures de dades robustes i redissenyen els fluxos de treball per integrar efica\u00e7ment la col\u00b7laboraci\u00f3 entre humans i m\u00e0quines. En aquest sentit, l’expert va assenyalar que l’\u00e8xit dep\u00e8n en gran manera d’invertir-ne m\u00e9s en persones i processos que en tecnologia. D’altra banda, va afegir, el context actual, amb la irrupci\u00f3 de sistemes d’IA aut\u00f2noms, l’auge de models m\u00e9s petits i especialitzats i la creixent pressi\u00f3 regulat\u00f2ria, especialment a Europa, obliguen les organitzacions a professionalitzar la governan\u00e7a de la intel\u00b7lig\u00e8ncia artificial.<\/p>\n

Precursor del m\u00e0rqueting relacional a Espanya, Alet va ingressar a la RAED en l\u2019any 2019 amb el discurs “M\u00e0rqueting qu\u00e0ntic, un nou paradigma de m\u00e0rqueting per fer un salt en la gesti\u00f3 dels clients”<\/strong>, una mat\u00e8ria a qu\u00e8 tamb\u00e9 va dedicar el llibre “Poder cu\u00e1ntico para ganar m\u00e1s en los negocios”<\/strong> (Profit Editorial), un popular manual en el qual aborda des d’un punt de vista divulgatiu el que ha vingut a denominar-se m\u00e0rqueting qu\u00e0ntic.<\/p>\n","protected":false},"excerpt":{"rendered":"

Josep Alet aborda la implantaci\u00f3 de la intel\u00b7lig\u00e8ncia artificial en el teixit empresarial, el seu cost i el seu retorn a la pon\u00e8ncia “La paradoja de la IA de 2026: de la tecnolog\u00eda gen\u00e9rica a la capacidad situada”<\/p>\n","protected":false},"author":12,"featured_media":150839,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[469,233,354,492],"tags":[],"class_list":["post-183382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actes-internacionals","category-economiques-i-empresarials","category-tecnologies-de-la-informacio-i-de-la-comunicacio","category-trobades-cientifiques-i-congressos","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nImplantar la IA a l'empresa sense morir a l'intent - Reial Acad\u00e8mia Europea 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