Biography
Jesús Beatove is Head of AI & Automation at Baskonia Alavés Group, where he leads the adoption of artificial intelligence and automation across the organization, spanning sports, commercial, operations, finance, and customer-facing teams.
With a background in engineering, technology leadership, and business transformation, he focuses on turning AI from experimentation into measurable business impact — redesigning processes, building AI-powered solutions, and driving organizational adoption at scale.
Session
- AI For TechSpeaker
Use Case 8 - Building a Voice Agent for Sports Centre Customer Service
Tuesday 22 September, 17:30 – 17:55Main StageIBM & Baskonia Alaves Group present the design and deployment of an AI voice agent for customer service, beginning at the BAKH training and leisure center and built to extend across the group. The session covers the architecture behind the solution, the integration with existing booking and membership systems, and the operational results observed to date. It also addresses the practical challenges of conversational voice in a live environment, the criteria used to decide what the agent handles and what escalates to a human team, and what the initial deployment revealed about scaling further.