AI emerges as top priority for Spanish firms as real‑time reputation index launches

A study presented at Dircom Catalunya by Corporate Excellence‑Centre for Reputation Leadership surveyed 681 Spanish executives. Seventy‑two point one percent said artificial intelligence will have the greatest impact on their business by 2026, ahead of geopolitics (60.4%) and talent retention (50.4%). More than half of the organisations (54.8%) are already allocating larger budgets to AI, surpassing spending on communication and talent management. Respondents identified measuring the business impact of communication as the main challenge (38.5%).

At the same time, the new platform RepIndex AI, launched on 1 January 2026, uses six large language models – ChatGPT, Gemini, Perplexity, Grok, DeepSeek and Qwen – to evaluate corporate reputation in real time. Its weekly RIX metric, built on eight sub‑metrics, generated about 150 000 observations on IBEX 35 companies in its first hundred days. The platform highlighted that 86 % of the listed firms received the lowest score for corporate execution, a result attributed to the lack of structured, machine‑readable data. RepIndex AI calls for companies to improve data architecture so that AI‑based reputation measurement can be reliable.