Damm presents IAmm, its data and artificial intelligence hub
The company is moving closer towards its goal of becoming a data driven enterprise by creating a centre of excellence that drives innovation and the development of AI and data-driven solutions across the organisation
Damm has taken one step closer in its evolution towards becoming a data driven company with the creation of IAmm, its data and artificial intelligence (AI) hub. IAmm, presented today at the Talent Arena digital talent event, was created with a view to becoming a centre of excellence and talent for Damm where technology and knowledge strike the perfect balance to improve operational efficiency and optimise decision-making through projects focused on data and artificial intelligence. The hub, which comprises around 100 professionals, is located in the company's headquarters, in the former Estrella Damm factory in Barcelona.
With a view to ensuring that the project has a transversal impact on the company, the hub is made up of a multidisciplinary team of data, AI and business experts, and will work closely with all areas of the organisation. "At Damm, we have two fundamental pillars to drive us towards becoming a data-driven company: a committed team of people who go to great lengths every day and a solid technological architecture. IAmm is much more than a technology hub; it has shaken up how we make decisions and address the challenges of the future. With this centre of excellence, our goal is to democratise access to data, foster a culture in which AI is a key tool for all areas of the company and, above all, ensure that knowledge and innovation continue to be drivers of growth for Damm," says Laura Gil, Chief Digital and Data Officer at Damm.
People, as Damm's main asset, play a key role in the evolution towards a data-driven model. As a result, the company is driving a cultural change that fosters training in the use of data and AI at all levels. Through specific training programmes and a new organisational structure, Damm has strengthened its commitment to innovation, ensuring that its staff is prepared to make the most of the opportunities of this transformation. Elísabeth Hernández, Director of People Development at Damm, explains: "This entire transformation process has been accompanied by an ambitious training plan tailored to the company's needs. This includes a transversal training programme for the team to foster this internal paradigm shift and provide an overview of artificial intelligence, as well as specific trainings for some more technical profiles".
Guillermo Prieto, Damm's IT Director, said: "The goal of becoming a data-driven company is to create predictive models that allow us to improve our customers' experience and make data-driven decisions across our value chain. Artificial intelligence feeds off data, so we have prepared our company to be able to move large amounts of data and then apply advanced algorithms to gain valuable business insights.”
The data and artificial intelligence hub are driving key projects that are changing the way the company operates and makes decisions. These include transforming the workplace, i.e. the digital environment, to facilitate collaboration and productivity by rolling out tools such as Microsoft's Copilot Chat and Copilot M365. Damm is also going to great lengths to apply AI and data analysis in the Horeca channel, developing strategic projects to offer a better service to its customers.
Damm kicks off this new stage after having reached a digital maturity level of 90%, a milestone that consolidates the digitalisation process undertaken by the company in 2016. Over the last 11 years, Damm has carried out more than 250 technological projects, transforming its operating model and fostering a culture of continuous innovation. This evolution has led to the optimisation of key processes in production, logistics and marketing, paving the way for the integration of artificial intelligence and data analysis in strategic decision-making.
Visual identity created with AI to drive change
As part of the IAmm launch, Damm has developed new branding consisting of a visual identity, a jingle, and a concept video that reflect the essence of the data and artificial intelligence hub. The branding project and the audiovisual pieces have been co-created with artificial intelligence tools to highlight the opportunities offered by generative AI in the field of creativity.
IAmm is a play on the words "I am", make it people-centred, and "IA", which stands for Artificial Intelligence in Spanish, as well as the ending of the word Damm. This once again highlights the link between people and technology. A brand that reflects technological innovation, being ground-breaking yet inclusive, engaging, and mobilising the hub's community.
Ruth Falquina, CEO of Estado Latente, the agency Damm worked with to create this image, said: "Co-creation with AI is the future of creativity, and the IAmm brand is leading the cultural change the company is immersed in, making everyone at Damm feel part of this transformation".
