Andorra Advances Digital Skills but Lags in AI Adoption, Prioritizes Ethics

Andorra's digital transformation is progressing steadily, with 76.7% of the population possessing basic or advanced digital skills—above the European average—and over 60% of small and medium-sized enterprises (SMEs) showing moderate digital intensity. Yet adoption of cutting-edge tools remains limited: only 29.8% of businesses use cloud solutions, 5.8% apply data analytics, and 8.1% incorporate artificial intelligence.

These figures highlight untapped potential amid widespread concerns over technology's rapid advance. While automation and algorithms reshape daily life, the real challenge lies not in accelerating digitisation but in fostering trust and privacy, according to Fernando Galindo of Win2Win. He argues that advanced systems mean little if clients lack confidence in the provider. In a globalised market where speed, price, and technical security are standard, differentiation comes from coherence, transparency, and respect for individuals.

Central to this is data protection as a core brand element. Businesses build trust by collecting only essential information, ensuring clear legal basis for its use, explaining processes simply, and guaranteeing security. Galindo emphasises that reliable technology stems from internal culture, not just tools—evolving without sacrificing organisational values or the faith of clients, employees, and partners.

Ethical infrastructure plays a key role. Beyond declarations, organisations need practical mechanisms like an ethical channel to handle concerns, suspicions, or evidence of misconduct confidentially. This "canal ètic" captures reports securely, assesses their validity, and triggers proportionate, documented responses—preventing internal erosion or public scandals.

Canal Ètic Andorrà tailors this for local institutions and firms, offering pseudonymous secure reporting, triage and investigation protocols, legal and psychological support from licensed professionals, a neutral external reference contact, strict security controls, full traceability for audits or courts, and an intuitive user interface. Such systems promote responsible openness, distinguish facts from rumours, and reinforce moral commitments to stakeholders.

Ultimately, Galindo frames this as governance rooted in timeless ethics: rationality, prudence, courage, and respect. By embedding data protection and ethical channels, Andorran SMEs can turn transparency into a lasting competitive edge, ensuring innovation opens secure doors rather than risks.