{"id":82103,"date":"2026-07-20T08:00:00","date_gmt":"2026-07-20T06:00:00","guid":{"rendered":"https:\/\/entelgy.com\/?p=82103"},"modified":"2026-07-15T10:42:48","modified_gmt":"2026-07-15T08:42:48","slug":"tech-washing-la-confianza-sera-el-verdadero-diferencial-en-la-nueva-era-de-la-inteligencia-artificial","status":"publish","type":"post","link":"https:\/\/entelgy.com\/en\/actualidad-es\/tech-washing-la-confianza-sera-el-verdadero-diferencial-en-la-nueva-era-de-la-inteligencia-artificial\/","title":{"rendered":"Tech-washing: la confianza ser\u00e1 el verdadero diferencial en la nueva era de la inteligencia artificial\u00a0"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><strong>Computerworld, uno de los medios tecnol\u00f3gicos de referencia en Espa\u00f1a, publica una nueva tribuna de\u00a0Entelgy\u00a0firmada por\u00a0Alfredo Zurdo, Head\u00a0of\u00a0Digital Change de\u00a0Entelgy, en la que analizamos el auge del\u00a0<em>tech-washing<\/em>\u00a0y defendemos un modelo de adopci\u00f3n de la inteligencia artificial basado en capacidades reales, gobernanza y generaci\u00f3n de valor para el negocio.\u00a0<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">La velocidad a la que evoluciona la inteligencia artificial est\u00e1 llevando a muchas organizaciones a acelerar sus mensajes sobre innovaci\u00f3n. Sin embargo, cuando la comunicaci\u00f3n avanza m\u00e1s deprisa que la capacidad real de transformaci\u00f3n aparece el&nbsp;<em>tech-washing<\/em>, un fen\u00f3meno que puede poner en riesgo la confianza de clientes, empleados, inversores y reguladores. En un entorno marcado por la entrada en vigor del AI&nbsp;Act&nbsp;y por una creciente exigencia sobre el uso responsable de la IA, la credibilidad se convierte en un activo estrat\u00e9gico.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Desde&nbsp;Entelgy&nbsp;defendemos que el verdadero potencial de la inteligencia artificial no reside \u00fanicamente en incorporar nuevos modelos o herramientas, sino en integrarla dentro de la operaci\u00f3n de la empresa. Para conseguirlo es necesario modernizar aplicaciones, preparar los datos, conectar procesos, establecer modelos de gobierno y acompa\u00f1ar la transformaci\u00f3n de las personas para que la IA genere un impacto sostenible y medible.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este enfoque forma parte de nuestra visi\u00f3n de la&nbsp;<strong>Empresa Operativa con IA<\/strong>, donde aplicaciones, procesos, datos y personas funcionan como un \u00fanico ecosistema capaz de acelerar la toma de decisiones, incrementar la eficiencia operacional y convertir la inversi\u00f3n tecnol\u00f3gica en resultados tangibles para el negocio.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La confianza ya no se construye a partir de promesas tecnol\u00f3gicas, sino de evidencias. Por eso creemos que el liderazgo en la era de la inteligencia artificial depender\u00e1 cada vez m\u00e1s de la capacidad de demostrar con hechos que la innovaci\u00f3n est\u00e1 respaldada por una estrategia s\u00f3lida, una gobernanza adecuada y una transformaci\u00f3n capaz de generar valor real.&nbsp;<\/p>\n\n\n\n<div style=\"\n  max-width: 760px;\n  margin: 32px auto;\n  padding: 28px 32px;\n  background: linear-gradient(135deg, #041c2c 0%, #123c5a 100%);\n  border-radius: 16px;\n  text-align: center;\n  box-shadow: 0 12px 30px rgba(4, 28, 44, 0.18);\n  font-family: DIN, Arial, sans-serif;\n\">\n  <p style=\"\n    margin: 0 0 18px;\n    color: #ffffff;\n    font-size: 20px;\n    line-height: 1.4;\n    font-weight: 600;\n  \">\n    Descubre todas las claves para evitar el <em>tech-washing<\/em> y construir una adopci\u00f3n de la IA basada en confianza, gobernanza y resultados.\n  <\/p>\n\n  <a href=\"https:\/\/www.computerworld.es\/article\/4192683\/como-evitar-el-tech-washing-en-la-era-post-ia.html\" target=\"_blank\" rel=\"noopener noreferrer\" style=\"\n      display: inline-block;\n      padding: 14px 26px;\n      background-color: #fe5000;\n      color: #ffffff;\n      text-decoration: none;\n      font-size: 17px;\n      font-weight: 700;\n      border-radius: 8px;\n      transition: all 0.25s ease;\n      box-shadow: 0 6px 16px rgba(254, 80, 0, 0.28);\n    \" onmouseover=\"this.style.backgroundColor=&#039;#d94300&#039;; this.style.transform=&#039;translateY(-2px)&#039;;\" onmouseout=\"this.style.backgroundColor=&#039;#fe5000&#039;; this.style.transform=&#039;translateY(0)&#039;;\">\n    Haz clic aqu\u00ed para leer el art\u00edculo completo en Computerworld \u2192\n  <\/a>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Computerworld, uno de los medios tecnol\u00f3gicos de referencia en Espa\u00f1a, publica una nueva tribuna de\u00a0Entelgy\u00a0firmada por\u00a0Alfredo Zurdo, Head\u00a0of\u00a0Digital Change de\u00a0Entelgy, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":82104,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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