Ángel Barbero Joins Mormedi as Senior Advisor for Digital & AI Transformation

With extensive experience at the intersection of business, technology, and innovation, Ángel Barbero joins Mormedi as Senior Advisor for Digital & AI Transformation, strengthening our ability to help organizations navigate an increasingly complex and technology-driven landscape.

Throughout his career, Ángel has worked with companies across different industries, helping them rethink their strategies, explore new business models, and harness emerging technologies to create new opportunities. His experience also extends to entrepreneurship and education, giving him a broad perspective on how businesses can turn technological change into meaningful and sustainable transformation.

At Mormedi, Ángel will bring this business and technology perspective into our projects, connecting clients’ strategic ambitions with new digital capabilities and helping translate emerging opportunities into tangible solutions.

What makes this particularly relevant today is the speed at which artificial intelligence is reshaping organizations, industries, and the way we live and work. Combining Ángel’s experience with Mormedi’s strategic design capabilities will allow us to explore not only what technology can do, but how it can create real value for businesses and people.

We invited Ángel to share more about himself, his perspective on transformation, and what brought him to Mormedi.

Could you tell us a bit about your background and what you bring to Mormedi?

My background has always been closely connected to business and technology. Throughout my career, I’ve had the opportunity to work with companies from very different industries, helping them navigate change, rethink their strategies, develop new business models, and make the most of emerging technologies.

I’ve also spent quite a few years teaching and working with entrepreneurs, which has reinforced something I strongly believe in: the importance of staying curious, questioning assumptions, and never stopping learning.

That’s particularly relevant today, as AI and other emerging technologies are changing businesses at an extraordinary pace. For me, the interesting question isn’t simply what these technologies can do, but how companies can use them to create meaningful new opportunities.

At Mormedi, my role is to bring that business and technology perspective into our projects, helping clients connect their strategic ambitions with new digital capabilities and turn exciting ideas into real business opportunities.

What attracted you to join Mormedi?

What I find particularly exciting about Mormedi is the opportunity to bring together technology, business strategy, and design.

Technology alone rarely creates transformation. You need to understand the business opportunity, the people involved, and how an idea can become something tangible and valuable in the real world. Mormedi has an incredible ability to connect all of those dimensions through design.

I’m also really attracted by the international nature of the company and the diversity of perspectives within the team. There are people with very different backgrounds, experiences, and ways of thinking, and I genuinely believe that the most interesting solutions emerge when those perspectives come together.

Being able to contribute my experience while learning from such a talented team is something I’m really looking forward to.

How do you see AI and digital transformation reshaping businesses in the coming years?

I think we’re entering a fascinating period. AI is going to reshape not only how companies operate, but also how they create value, how people work, how customers interact with brands, and ultimately how entire industries are structured.

But I don’t think the opportunity is simply about adopting more technology. The real challenge is understanding where technology can genuinely make a difference and how it connects to the broader strategy of the organization.

That means asking bigger questions: Where could new business models emerge? Which capabilities will companies need? How will customer expectations change? What should remain human? And how can organizations experiment without losing sight of real business value?

This is where I believe Mormedi has a very distinctive role to play. By combining strategic thinking, design, technology, and a deep understanding of people, we can help clients move beyond experimentation and turn emerging technologies into meaningful new products, services, experiences, and businesses.

And outside of work, what keeps you inspired?

Music has always been a big part of my life. I love going to concerts, and I also play the guitar and sing whenever I get the chance.

I’m also really into diving. There’s something incredible about being underwater, completely disconnected from everything else, and discovering an entirely different world.

In very different ways, both music and diving allow me to switch off, explore something new, and recharge. I suppose curiosity plays a role there too.

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Ángel’s experience across business, technology, entrepreneurship, and education adds a new dimension to Mormedi’s capabilities at a moment when organizations are increasingly looking for ways to turn AI and digital transformation into tangible business value.

His perspective reinforces something we strongly believe at Mormedi: the future will not be shaped by technology alone, but by our ability to connect new capabilities with human needs, business opportunities, and thoughtful design.

We’re delighted to welcome Ángel to the team and excited about what we can build together.

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