The analysis shows that AI is most used in marketing, administration, and innovation.

• Travel agencies focus on marketing (45.7%) and business organization (45.9%).

• Hotels and campsites use AI for marketing (42.3%) and process management (26.4%).

• Road transport applies AI mainly for administrative tasks (32.1%) and accounting (17.7%).

• The ICT sector leads overall, with high use in R&D (45.7%), marketing (41.2%), and cybersecurity (25.2%).

This activity demonstrates the usefulness of Power BI for integrating and visualizing complex data from multiple sources. It helps users identify trends and compare sectors easily, supporting data-driven decisions.

In conclusion, Power BI is a powerful tool for business analysis and reporting. It allows companies to track AI implementation and improve efficiency — though its setup can require technical knowledge and time investment.

The main goals are to increase customer satisfaction through personalization, enhance fleet and booking management, boost revenue with dynamic pricing, and ensure ethical and transparent AI use.

Key applications include chatbots for 24/7 customer support, automated bookings, personalized recommendations, and dynamic pricing that adjusts to demand and competitor activity.

Implementation should be gradual and measurable:

• Pilot phase: test chatbots and pricing algorithms.

• Evaluation: analyze KPIs such as response time and customer satisfaction.

• Scaling: extend AI to fleet optimization and predictive maintenance.

In conclusion, adopting AI allows rental companies to modernize operations, optimize decision-making, and gain a competitive advantage, as long as data quality, transparency, and staff training are ensured.

Activity 1 shows that AI is becoming increasingly important for Spanish companies, especially large enterprises. AI is used for automation, language processing and decision-making, which increases efficiency. Smaller companies are lagging behind due to a lack of knowledge and concerns about privacy.

Key areas of AI Application

AI is mainly used in marketing, administration and production, with applications such as customer analysis and robotisation. Companies often opt for ready-made solutions or external assistance.

Sector differences in AI Adoption

Sectors such as information and communication are leading the way, while transport and construction are lagging behind.

Personal learning reflections

We have learned how AI is used in practice and what challenges companies encounter, which as a student you sometimes have no idea about, nor what the disadvantages of using AI might be.

• Information Sources: Academic journals, reports, and books provide reliable insights on AI and smart transport, accessed through tools like Google Scholar and ScienceDirect.

• Digital Tools: Platforms such as Tableau, Excel, and Google Scholar alerts help manage, analyze, and visualize data.

• Social Networks and Communities: Engaging with experts on LinkedIn and similar platforms enables learning from real-world AI applications.

• Production and Reflection: Learners create and share content—like blogs, videos, or infographics—to deepen understanding and connect ideas.

Together, these elements foster active, reflective, and professional learning.