Biography
Jesús Beatove is Head of AI & Automation at Baskonia–Alavés Group, where he leads the group’s AI and automation strategy across both fan-facing products and internal operations, aligning innovation, IT, and business units to deliver measurable impact.
He is an Executive MBA graduate and industrial engineer with a master’s in Risk and Safety Management, and has built a career spanning AI & automation consulting, product and business leadership, and teaching. Prior to Baskonia, he worked as a Fractional CTO at Carbray International, designing and implementing end-to-end automations (email/WhatsApp bots, OCR-based billing, client portals) on a Microsoft–Zoho–n8n stack.
Jesús has also been an Associate Professor at ISDI, teaching professionals from companies like BBVA, Accenture, and Volkswagen how to integrate AI and automation into business strategy, and an AI & Innovation Consultant at Metacampus, helping organizations turn AI strategy into deployed systems with clear ROI. Earlier in his career, he held product and business director roles in metaverse and NFT ventures (CryptoAvatars, Polygonal Mind) and drove significant sales growth as Product Marketing Manager at Lyreco España.
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.