The application of Artificial Intelligence has become a lever for transforming business models, as well as driving new business opportunities. According to industry research figures, 98% of company leaders believe that Artificial Intelligence will play a transformative role in their organisation's strategies in the next three years. This vision becomes even more relevant after the irruption of Generative Artificial Intelligence, where the popular ChatGPT is framed. This technology has led to the democratisation of AI and is having an unprecedented impact on all segments of the industry, from the generation of content, such as videos, images, texts, presentations or audios, to the hyper-personalisation and automation of services, or the agility of processes.