The digital economy accounts for over 26.1% of GDP: key strategic insights from the Adigital–BCG report

David Galán, CEO and co-founder of MIG Advertising Spain, attended, on behalf of our company, the presentation of the fifth edition of the report on the Digital Economy in Spain, prepared by Adigital and Boston Consulting Group. The study confirms an already unstoppable trend: digitalisation is not a sectoral vertical, but a new structural dimension of the economy. 

The digital economy in figures 

According to the report, in 2024 the digitised economy reached 26% of Spanish GDP, representing an interannual growth of +1.8 percentage points and a total economic impact of 414 billion euros, 17% more than in 2023. This figure reflects three factors: 

• Direct impact (12.91% Q3): value added generated by digital activities. 
• Indirect impact (12.31 TP3T): spillover effect on related sectors. 
• Induced impact (0.8%): the effect of consumption linked to digital wages. 

This growth, as well as being quantitative, is a qualitative transformation of how value is generated, how it is produced, sold, communicated and managed. Digitalisation is consolidating as the new operating standard for the Spanish economy. 

Public AI: a new infrastructure for digital sovereignty 

One of the focal points of the report is the public artificial intelligence, understood as a strategic common good, at the service of the general interest. Spain is among the leading countries in connectivity, digital services and open AI deployment thanks to initiatives such as the Barcelona Supercomputing Center, the ALIA model or the European project OpenEuroLLM. 

This public infrastructure has three key implications: 

• Democratise access to advanced capabilities processing, modelling and data. 
• Strengthen strategic autonomy facing technological dependence on third parties. 
• Act as an innovation engine for startups, SMEs and the public sector itself. 

From MIG, we consider that this approach represents an opportunity to redefine the role of the State as a technological facilitator, generating a more competitive, ethical, and pluralistic ecosystem. 

Responsible AI: the key to ensuring that the transformation reaches every corner of the business world 

The second main focus of the study is the role of the AI as a Lever for Business Competitiveness, particularly among SMEs, which account for 99.1% of the national business sector. 

Despite progress in tools such as ERP (50% in small businesses and 78% in medium-sized businesses), the adoption of AI remains limited (9% and 21% respectively). In response, the report presents the IAmericas AI framework, a practical tool for assessing digital and organisational maturity, classifying AI system risk levels and establishing progressive adoption roadmaps. 

This is a realistic and operational proposal that allows SMEs to incorporate AI in a structured, ethical manner and aligned with their real capacity. 

From digital as a tool, to digital as a context 

This report does not just provide data and trends; it is also a roadmap on how we should understand digitalisation in 2025. It is no longer about incorporating technology to be more efficient, but about rethinking how value is created in an environment where digital is transversal, ubiquitous and decisive. 

At MIG Advertising Spain, we believe that the challenge is not just about adopting technology, but Align it with purpose, culture, and strategy. Because the true impact of digitalisation and AI in particular will come from their integration with human vision, values and decisions. That is to say, HumAIn power.