Hercesa participates in the 12th Real Estate Forum at IE Business School with a speech focused on the impact of AI in the sector.

Hercesa has participated in the XII Real Estate Forum of IE Business School, where our Business Director, Alejandro Solano, took part in the session "AI as a transforming axis of Real Estate".

Madrid, 12 November 2025

Hercesa participated in the 12th Real Estate Forum of the IE Business School, one of the most important meetings for professionals in the sector, which this year focused on the major trends that are transforming real estate on a global scale.

Alejandro Solano, Business Director of Hercesa, took part as a speaker in the session “AI as the transforming axis of Real Estate”, a space dedicated to the analysis of the role of artificial intelligence as a lever for innovation, efficiency and competitiveness in the real estate sector.

AI, a direct ally in decision making and process improvement

During his speech, Alejandro Solano stressed that artificial intelligence “has become a strategic ally capable of providing critical information in real time, speeding up decision-making and optimising key processes in development activity”.

In his analysis, he highlighted the capacity of these tools to free up team time, improve data traceability and focus efforts on the customer experience, a priority within Hercesa’s global strategy.

Use case in Portugal: Emotional AI applied to business acquisition and qualification

Solano also presented Hercesa’s experience in the Portuguese market, where the company has implemented an emotional AI tool designed to improve the acquisition of contacts, their qualification and the identification of potential customers’ preferences.

This system makes it possible to adapt commercial communication to the real motivations of each user, increasing the efficiency of actions and the coherence of the customer journey, from the first impact to conversion.

Commitment to innovation and the evolution of the sector

Participation in the forum reaffirms Hercesa’s commitment to digital transformation, the application of advanced solutions and continuous improvement as differential elements of its model. The company continues to evolve its processes to promote a more efficient, sustainable and people-centred real estate.