MADRID – March 4, 2025 – Foundever®, a global leader in the customer experience (CX) industry, presented its AI lab in Barcelona, a technological innovation center designed for the development and application of advanced artificial intelligence (AI) solutions. This lab reinforces the company’s commitment to the digital transformation of the sector and becomes a global benchmark where AI experts from the +45 countries in which the company operates will work together to create more efficient, personalized and seamless customer experiences.
A global innovation hub from Barcelona
With the opening of the AI Lab, Foundever consolidates its presence in Spain and chooses Barcelona as its headquarters for its dynamism in innovation, its technological ecosystem and its global connectivity.
“Barcelona has established itself as a key hub for innovation in Europe, and our AI Lab reflects this vision, said Rebecca Jonsson, VP of AI Product at Foundever. “It is a space designed for collaboration between AI experts from around the world, where we will drive the future of customer experience with disruptive technology solutions. In addition, its climate, beaches, gastronomy and cosmopolitan atmosphere make an attractive city to live in, which helps us attract the tech talent for which we are looking. Located in the 22@ district, surrounded by tech companies and startups, we have a great opportunity to foster strategic collaborations and continue to drive innovation in the sector. Generative AI opens up extraordinary opportunities not only to strengthen the relationship between brands and customers, but also to create innovative experiences. Our goal is to develop solutions that automate tasks, optimize operational efficiency and, at the same time, bring added value to the brands that rely on us.”
Recognition for leadership in AI applied to customer experience
During the opening event, the Spanish Association of Customer Relationship Experts (AEERC) has recognized the Foundever AI Lab with the CRECE AEERC 2025 award, in the category of new platforms and technology centers in Spain.
“This this innovative AI Lab is an example of Foundever’s commitment to excellence in customer service,” said José Francisco Rodríguez, president of the AEERC. “Its ability to operate in more than 60 languages and develop advanced technological solutions positions Spain at the forefront of AI applied to the sector.”
“The AI Lab is not just a physical space, but a collaborative environment designed to accelerate innovation in AI and its application to the customer experience,” added Gema Marín, VP, Country Manager of Foundever in Spain. “We are proud that this initiative receives the support of the AEERC, as it reinforces our commitment to continuous improvement and operational excellence.”
Innovation, collaboration and future
The CRECE AEERC initiative rewards companies that contribute to the growth of the customer service sector through innovation and continuous improvement. With this new AI Lab, Foundever reinforces its role as a benchmark in the application of AI in CX, driving the development of technological solutions that redefine the relationship between companies and customers.
Learn more about Foundever at foundever.com.
About Foundever®
Foundever® is a global leader in the customer experience (CX) industry. With 150,000 associates across the globe, we’re the team behind the best experiences for +800 of the world’s leading and digital-first brands. Our innovative CX solutions, technology and expertise are designed to support operational needs for our clients and deliver a seamless experience to customers in the moments that matter.
Supporting +9 million customer conversations every day in +60 languages across 45 countries, Foundever combines global strength and scale with the agile, entrepreneurial approach of our founder-led culture, enabling companies of all sizes and industries to transform their CX. Sitel Group and SYKES are now Foundever.
Get to know us at foundever.com and connect with us on Facebook, LinkedIn and X.
Media contacts:
Rebecca Sanders & Mariana Victorino
media@foundever.com
Camarco
foundever@camarco.co.uk