During the conversation, it was highlighted how organizations are evolving toward the Frontier Firm model, where AI ceases to be a technological add-on and becomes the core of business strategy. A transformation that involves empowering employees, enhancing customer experience, and driving innovation and efficiency through process reinvention.
A clear example of this reality was the intelligent agents presented by Antonio. Solutions that Axazure is already implementing in multiple projects to automate tasks, improve decision-making, and enable new forms of collaboration between human teams and AI systems. A tangible demonstration of how this vision is already taking shape and generating real impact in organizations.
Next came the “Copilot Duel”, a session where Demian Raschkovan (Director of the CRM unit at Axazure) and Juan Antonio Tomás (D365 Technical Lead at Axazure) faced off live, showcasing the capabilities of AI applied to ERP and CRM. Through real examples, they demonstrated how Dynamics 365 and Power Platform can boost productivity, automate tasks, and take operational efficiency to a new level in business environments.
Stories That Inspire
EROSKI’s participation was one of the most relatable and enriching moments of the day. Josu Madariaga del Solar (Customer Experience Director at EROSKI), Azucena Gallardo (Head of SAC Group EROSKI), and Lázaro Alcázar (Director of the Managed Services unit at Axazure) shared the “Contact Center transformation journey” of Eroski alongside Axazure—a process built on collaboration, listening, and mutual trust.
Through anecdotes and real situations, they recounted the challenges they faced firsthand—from complex moments with customers or high-demand peaks to the constant search for balance between operational efficiency and human touch. Their testimony made it clear that artificial intelligence, when applied with purpose, can further humanize customer service by providing agents with tools that allow them to be more empathetic, resourceful, and approachable.
They especially highlighted how the project began. Lázaro and the Axazure team visited the Contact Center to learn firsthand about its operations, dynamics, and the team’s real needs. An approach that put people first and made a difference when designing a transformation aligned with EROSKI’s operational and emotional reality.
A conversation that made it clear that AI-driven transformation starts with people, active listening, and working side by side.
As the grand finale of the day, Eduard Monteagudo (Director of the Data unit at Axazure) took us “beyond the copilot.” In his session, Eduard opened the door to the next step in this evolution: collaborative AI agents, which are not only capable of assisting but also of understanding context, making decisions, and executing tasks autonomously, working in harmony with people and processes.
His intervention delivered a message that captivated the entire audience and summed up the moment we are living: “What was once impossible is now inevitable.”
A reflection that defines this new stage, where we leave behind the vision of AI as a mere occasional support to start integrating it as a true team member—capable of amplifying our talent, driving results, and redefining the limits of what an organization can achieve.
A Closing with a Taste of the Future
After an intense morning of knowledge and networking, we closed the day with a lunch where conversations continued among attendees, speakers, and the Axazure team. It was the perfect moment to keep chatting, laughing, getting to know each other better, and putting faces (and voices) to many relationships that are usually built through a screen.
We left with the feeling of having learned together, inspired each other, and, above all, of continuing to build a community where technology and people always go hand in hand.
Thank you to everyone who made it possible. We leave with new ideas, lots of energy, and all the enthusiasm to keep sharing what’s coming.
And, as always, with that attitude that drives us.
#AxazureRocks
About the Author: Beatriz Fernández
