Customer experience and service company Foundever has opened an artificial intelligence lab in Barcelona to drive advanced technology solutions. This new technology innovation centre aims to develop and apply AI-based solutions that help transform the customer experience.

The AI Lab emphasises Foundever's commitment to achieving the digital transformation of its industry, and aims to be a global benchmark where AI experts from the 45 countries in which the company operates can work together to create more efficient, personalised and seamless customer experiences.

Foundever's Vice President of AI Products, Rebecca Jonsson, said, “Generative AI opens up extraordinary opportunities, not only to strengthen the relationship between brands and customers, but also to create innovative experiences. Our goal is to develop solutions that automate tasks, optimise operational efficiency and, at the same time, bring added value to the brands that trust us.”

Presence in Spain
With its origins in France and headquarters in Miami (Florida, USA), Foundever is taking a new step to consolidate its presence in Spain. The company explains that Barcelona has been chosen as the site for its global innovation hub due to the city’s dynamism in terms of innovation, its technological ecosystem and its global connectivity. The hub’s location, in the 22@ district, will facilitate the search for strategic collaborations with other companies.

Jonsson states that Barcelona “has established itself as a key centre for innovation in Europe”, and adds that the attraction of its climate, beaches, gastronomy and cosmopolitan atmosphere are a hook for “attracting the technological talent we are looking for”. Explaining the purpose of the new hub, she clarified, “It is a space designed for collaboration between AI experts from around the world, where we will drive the future of customer experience with disruptive technology solutions”.

Industry award
Although it has only just opened its doors, Foundever's AI Lab has already been recognised with the Crece 2025 award granted by the Spanish Association of Customer Relationship Experts (AEERC), in the category of new platforms and technology centres in Spain. The Association’s President, José Francisco Rodríguez, said that “this innovative AI Lab is an example of Foundever's commitment to excellence in customer service. Its ability to operate in over 60 languages and develop advanced technological solutions places Spain at the forefront of AI applied to industry.”

Gema Marín, Vice President and Country Manager of Foundever Spain, responded, “AI Lab is not just a physical space, but a collaborative environment designed to accelerate AI innovation and its application to the customer experience. We are proud that this initiative has been endorsed by the AEERC, as it reinforces our commitment to continuous improvement and operational excellence.”

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