In an increasingly demanding and digitalized commercial environment, small and medium-sized businesses face the challenge of staying competitive without having the resources or knowledge needed to seize technological opportunities.
Aware of this reality, the Confederación Provincial de Empresarios de Santa Cruz de Tenerife (CEOE Tenerife) entrusted us with the implementation of a specialized training program in Generative Artificial Intelligence, designed specifically for the local commercial sector. This initiative aimed not only to reduce the digital gap but also to enable the strategic use of AI tools in the daily operations of local businesses.
The Challenge and the Objective
The main challenge was to bring artificial intelligence closer to businesses that, in many cases, had never interacted with these technologies before. It was necessary to design an accessible, practical, and results-oriented training experience that would allow participants to recognize the real value of AI and apply it immediately in their daily activities.
The objective was clear: to equip business owners with the skills to integrate AI-based solutions that automate processes, enhance their digital presence, and optimize operational management.
The Solution
We designed a structured hybrid training program consisting of three in-person sessions and three online sessions, complemented by ongoing access to a content platform (CourseHost). This platform enabled participants to view presentations, watch session recordings, complete practical exercises, and take short evaluations to consolidate their learning.
The training content focused on real-world applications of AI in commerce, such as:
- Creating content for social media and websites using generative models
- Automating repetitive tasks with tools like Zapier
- Optimizing inventory and analyzing sales through ChatGPT and Google Spreadsheet
- Improving customer service through automated responses on digital channels
The Positive Impact
More than 50 businesses from various sectors, sizes, and levels of digital maturity participated in the training. The combination of accessible, practical content, a user-centered methodology, and ongoing support enabled participants to:
- Overcome fear and skepticism around AI and understand its potential as a business ally
- Identify tangible improvements in their daily operations
- Take their first steps towards digital transformation, without requiring prior technical knowledge
Moreover, the flexible access format and the availability of materials on the platform ensured high participation and continuity, even for those unable to attend all live sessions.
Conclusions
This training experience demonstrates that artificial intelligence can also be a transformative tool for local commerce, as long as its benefits are presented clearly, accessibly, and with direct application in mind.
At Mottum Analytica, we reaffirm our commitment to promoting projects that bring technology closer to those who need it most, supporting local actors in their transition toward more innovative, sustainable, and competitive models. This case is a concrete example of how AI can serve as a democratizing tool—capable of creating real value in any context when implemented with a human-centered, pedagogical, and strategic approach.
Want to be part of the change?
At Mottum Analytica, we believe that artificial intelligence should not be a privilege for the few, but a useful and accessible tool for all. If you are part of an organization, institution, or community looking to build strategic AI capabilities, we’re here to help you make it happen. Explore our AI training programs tailored to different profiles and sectors—from introductory sessions to applied programs for real-world implementation.