Foundever establishes global AI innovation center in Barcelona

Foundever, a global leader in customer experience and service, has inaugurated its AI Lab in Barcelona. The lab will be a hub for technological innovation, focused on developing and implementing advanced AI solutions.

This lab underscores Foundever's dedication to digital transformation in the industry and establishes a global benchmark. AI experts from the 45 countries where Foundever operates will collaborate here to create more efficient, personalized, and seamless customer experiences.

“Barcelona has established itself as a key center for innovation in Europe, and our AI Lab reflects this vision”

Rebecca Jonsson, VP of AI Product at Foundever

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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, technological ecosystem, and global connectivity. 

"Barcelona has established itself as a key center for innovation in Europe, and our AI Lab reflects this vision. It is a space designed for collaboration between AI experts worldwide, where we will drive the future of customer experience with disruptive technology solutions. In addition, its climate, beaches, gastronomy, and cosmopolitan atmosphere make it a very attractive city to live in, which helps us attract the tech talent we are looking for. Located in the 22@ district, surrounded by technology companies and start-ups, we have a great opportunity to foster strategic collaborations and continue driving innovation in the sector," said Rebecca Jonsson, VP of AI Product at Foundever.

Jonsson added: "Generative AI opens up extraordinary opportunities not only to strengthen the relationship between brands and customers but also to create innovative experiences. We aim to develop solutions that automate tasks and optimize operational efficiency while adding value to the brands that rely on us."

Recognition of leadership in AI applied to customer experience

During the opening event, the Spanish Association of Customer Relationship Experts (AEERC) recognized Foundever's AI Lab with the CRECE AEERC 2025 award for new platforms and technology centers in Spain.

According to José Francisco Rodríguez, President of the AEERC, "This innovative AI Lab is an example of Foundever's commitment to excellence in customer service. Its ability to work in more than 60 languages and develop advanced technological solutions positions Spain at the forefront of AI in the sector".

Gema Marín, VP Country Manager of Foundever Spain, highlighted the importance of this recognition: "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. We are proud that the AEERC supports this initiative, as it reinforces our commitment to continuous improvement and operational excellence."

Barcelona, a booming tech hub in Europe

Top multinational companies developing artificial intelligence, including NTT Data, Microsoft, Apple, GFT, Sanofi, and Coovally, have chosen Catalonia for some of their projects. Out of the 160 international tech centers established in Catalonia, the majority are dedicated to deep tech, with a significant focus on generative AI, blockchain, and robotics.

Catalonia Trade & Investment has played a key role in supporting the establishment of these tech hubs, assisting 88% of the centers in setting up in the region. This demonstrates the government's commitment to attracting new international digital hubs, fostering knowledge generation in Catalonia, and connecting it to the local business network.

Catalonia's appeal for these hubs lies in its ability to attract highly qualified talent, the existing presence of parent companies, and the excellent quality of life.

About Foundever 

Foundever is a global customer experience technology company headquartered in Luxembourg City. With 150,000 employees worldwide, the Foundever team works for more than 800 of the world's leading brands. The company provides deep expertise and innovative CX technology solutions supporting clients' operational needs.   

With over 9 million conversations daily in over 60 languages and 45 countries, Foundever combines its global reach with an agile and entrepreneurial culture to enable companies of all sizes and industries to transform their CX. Foundever was previously known as Sitel Group and SYKES.  

Source: Foundever