WiB Cuatrecasas: integrating technology, talent and strategy to compete in the next decade

Ten years ago, artificial intelligence (“AI”) did not feature in the agendas of boards of directors, geopolitics played little part in strategic planning, and sustainability was largely confined to a chapter in annual reports. Today, these three topics play a central role in business decision-making. The past decade has seen greater changes in how companies compete, secure funding, attract talent, and are held accountable than in previous decades. These were among the key takeaways from Cuatrecasas’ tenth Women in Business (“WiB”) forum, held at the firm’s Madrid office with the slogan “A decade of connecting the dots. Building what comes next.” To explore how leadership has evolved and analyze what lies ahead, the forum brought together perspectives from sport, signature pastry-making, global food production, technology, and venture capital.

The event gathered together over 200 female executives from across the economy. The speakers agreed that the next decade will reward organizations that integrate technology, talent and business strategy. Where the focus ten years ago was on adapting to change, it is now on anticipating it. Rafael Fontana, honorary chair of Cuatrecasas, opened the event and welcomed the attendees: “Evidence shows that companies committed to increasing women’s representation in their workforce achieve strong results. Women’s access to leadership positions, the gender gap and bias should concern us all. Forums like this help us better understand these issues.”

Mariana Norton, partner at Cuatrecasas and WiB coordinator, introduced this edition and highlighted the forum’s mission: “For ten editions, we have reflected on leadership and anticipated future challenges with the same mission: to connect the women driving change.”

Helena Herrero, independent director of Naturgy and Mutua Madrileña and former senior vice president at HP, delivered a keynote address in which she explored the event’s slogan, “A decade of connecting the dots,” as a roadmap for navigating the way ahead. She said: “Over the past decade, innovation has had a far-reaching impact. AI is transforming how we work, computing capabilities are extraordinary, and technology is helping us become more efficient, improve processes and create value. Yet, technology is driven by data. It cannot appreciate the effort involved or understand its potential impact on work teams. Assessing the risks associated with its use is therefore essential.”

 A decade of business transformation

In recent years, there have been changes both in the factors shaping business decisions and the speed at which companies must respond. The emergence of new technologies, shifting consumer habits, sustainability, and an increasingly complex international environment are all now part of a single strategic conversation.

Against this backdrop, a discussion panel explored how organizations have evolved and responded to new conditions and opportunities. Moderated by Diana Rivera (partner at Cuatrecasas and the event coordinator), the discussion brought together leading voices from the business ecosystem: Beatriz Álvarez, chair of the Women’s Professional Football League; Pablo Ventura, general partner of Kfund; Paula Babiano, founder and CEO of Balbisiana; Laia Collazos, vice president of AI at Coca-Cola Europacific Partners; and Jordi Morral, managing partner of Europastry.

Diana Rivera opened the discussion by recalling that “in 2014, we asked ourselves how to support the next generation of female talent. In this tenth edition, we want to reflect on how leadership and different sectors have evolved, then look ahead and build the future we want together.”

The present: adapting without losing focus

The speakers identified four main challenges in the current business landscape: integrating AI and technology into decision-making; responding to changing consumer expectations; developing and retaining talent; and sustaining investment amid uncertainty. Paula Babiano highlighted how digital technology has transformed consumer behavior even in pastry-making, a traditional sector where everything appeared to have been invented. She commented: “Selling cakes online once seemed impossible. Then the COVID-19 pandemic accelerated digitalization, and sales through our online store soared. Digital technology and the power of social media reshaped consumer trends.”

The past decade has also created opportunities through new forms of cross-sector collaboration, innovation, internationalization and emerging markets. Jordi Morral has successfully harnessed these competitive advantages to take traditional baking to an industrial scale: “At Europastry, we streamline the process to ensure baked goods reach consumers in optimal condition. Innovation is part of our DNA, helping us improve both service and quality.”

Laia Collazos explained that, at a bottling company operating in 31 countries, decisions about consumers are now driven by data rather than intuition. This shift places greater emphasis on judgment: “As AI multiplies content and speeds up responses, leadership means asking the right questions and exercising sound judgment.”

Transformations over the next decade

Looking ahead to 2036, the discussion focused on three areas: the coexistence of people and technology in organizations; the redefinition of value chains; and a more cross-functional approach to leadership that bridges disciplines and sectors. Pablo Ventura explored changes in the entrepreneurial ecosystem and venture capital, and their connection with female talent—a longstanding focus of the forum: “We already have role models: Rebeca at Clarity, Carla at Theker, María at Tucuvi and many more. These founders have tremendous ambition. There is nothing stopping more women from taking that step. They just need to believe in themselves.”

A common conclusion emerged: no single sector or discipline can address the challenges of the coming decade alone. The answers lie in connecting different experiences. Beatriz Álvarez explained that, in sport in general and football in particular, the business side has become as important as the competition itself: “We have made decisive progress toward professionalization, raising the game’s profile, opening up new growth opportunities and improving conditions for female players. The challenge now is to build on that progress.”

Ten editions connecting leadership

Now in its tenth edition, WiB is an established forum for women in decision-making positions across various sectors. Over successive editions, it has encouraged the exchange of perspectives on business transformation to understand the present and anticipate future challenges. Javier Martí-Fluxá, managing partner of Cuatrecasas’ Madrid office, closed the event by thanking the attendees and the partners who organized it, and highlighting how, after ten editions, the forum has become a hallmark of the firm.

This edition connected experiences from different sectors to reflect on how the business landscape has evolved and anticipate the changes that will shape its future. It reaffirmed WiB’s longstanding purpose: to connect the dots and build the future together.