Food companies in Bizkaia travel to 2030 to anticipate their future with AI at the second ProtopIA meeting
BBK Kuna again brought together companies, key players and curious people in the second session of ProtopIA, where generative artificial intelligence was the main protagonist. A day to reflect, anticipate and collectively build the future of the food sector in Bizkaia.
Last 30 September, BBK Kuna was the meeting point of various voices, all committed to a common goal: explore the real impact of artificial intelligence and its challenges in Bizkaia’s food companies. This second session ProtopIA session, promoted by Innuba, was designed as a living laboratory, open to dialogue, imagination and action.
A meeting to learn, share and co-create
Artificial intelligence is already here and advancing at a rapid pace, transforming business models, processes and professions. How can we lead this transformation instead of just adapting to it? The Futurathon started with this question: a participatory dynamic designed to look beyond technology, and address the fundamental factor of any change: people.
After an inspiring talk by David Alayón (Innuba) on the concept of “augmented organizations”, and the intervention by Gorka García Landa (BAIC) that positioned the challenges and opportunities of AI in Euskadi, we moved on to group action. Each team worked with the “Letters of the Future”, a methodology to imagine what the sector will be like in 2030. Participants projected scenarios, identified opportunities and also ethical and human dilemmas linked to AI: the transparency of algorithms, the value of human decision-making, the importance of “soft skills” or the impact of isolation on individual efficiency.
Video summary of the session
Reflections and lessons learnt to activate the future
Powerful conclusions and questions emerged from the day session that mark the way forward:
An ethical and human challenge: AI must be an ally of sustainability and economic progress, but also of people’s well-being. Companies stressed the importance of transparency in the operation of algorithms, the need to preserve human judgement and organizational values, and shared responsibility in decision-making.
The key is in collaboration: no one has all the answers; therefore, collective creation in these spaces is key. Together we learned that the greatest differential value will continue to be collective intelligence and human connection, even in automated environments.
Preparing for change: it is not just about technical training, but about fostering new skills and a culture of continuous learning where “know how to ask” and “knowing how to orchestrate” AI has the same weight as traditional “know how”. The intergenerational divide and talent management are real challenges that require a long-term vision.
Activating inspiring futures for Bizkaia
This second ProtopIA session confirmed that the future is not written: we build it together, through collaboration, creativity and the will to innovate without losing sight of what is essentially human.
At BBK Kuna we will continue to foster meeting spaces for meeting, dialogue and experimentation, convinced that technological transformation will only be socially valuable if it is shared, inclusive and sustainable.
Would you like to add your voice and vision to the next session? We will hold the third and last session of this year on October 30.
You can register here.
We are waiting for you to continue activating future inspirations for Bizkaia!