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When the company stops being a sum of processes and starts behaving like a living system

Image showing technological threads digitally transforming an everyday workspace.

When the company stops being a sum of processes and starts behaving like a living system Why linear models no longer explain business reality and how the concept of the company-as-system is born Most organizations still describe themselves as a collection of processes. This approach worked for decades in stable environments, where operations could be […]

Why Highly Digitalized Companies Are Still Inefficient

Why Highly Digitalized Companies Are Still Inefficient The paradox of digital maturity and why the current application model fails to sustain business competitiveness. Companies have invested in digitalization for years. ERPs, CRMs, industry platforms, automation, advanced analytics. Yet many organizations continue to show the same symptoms: operational friction, rising costs, lack of agility, and a […]

Presenting Digital Twins for Hotels at SCALEUP B2B

Scaleup b2b

Presenting Digital Twins for Hotels at SCALEUP B2B Last Saturday, I left my charger at a well-known (and not exactly cheap) hotel, and I realized it when I was already on my way back to Madrid.It took 48 hours to get confirmation that they had found it and to be told that I had to […]

Córdoba Technology Park

Parque tecnológico de Córdoba

Córdoba Technology Park  UGROUND GLOBAL, a company based in the Technology Park, participated in #SISTEDES2025, in the session dedicated to Digital Twin Applications in Infrastructure and Society.  Its CEO, Alfonso Díez Rubio, presented ROSE, a technology developed by the company in the field of Digital Twins for Organizations. In his presentation, he addressed the growing need for these new technologies, […]

IPFest Award Winners

Premios IPFEST

IPFest Award Winners 🤩 Thank you to our team and clients for this incredible achievement At #UGROUND, we’re celebrating! We’ve been honored with two awards at IPFest — the Local Scale-Up Award and the National Scale-Up Award — presented by Raúl Mata Jiménez, recognizing our work in research, knowledge transfer, and our contribution to enterprise […]

Optimizing Hotel Management through Artificial Intelligence and Digital Twins

https://www.youtube.com/watch?v=7_Nzd8XiWDI Optimizing Hotel Management through Artificial Intelligence and Digital Twins Tourism, which represents more than 10% of Spain’s GDP, faces an urgent challenge: adapting to new traveler expectations while optimizing internal operations. With over 80 million visitors each year, hotels are striving to stand out through technological innovation. This is where the Instituto Tecnológico Hotelero […]

Alfonso Díez, CEO of UGROUND: “We must industrialize technological change; it should not be based on craftsmanship or chance.”

alfonso-diez

Alfonso Díez, CEO of UGROUND: “We must industrialize technological change; it should not be based on craftsmanship or chance.” The proper management of relationships between companies makes the presence of actors such as Atlas Tecnológico increasingly necessary—organizations that act as connectors between clients and suppliers to foster collaboration. This is the focus of the conversation […]

Semantic Digital Twins for Organizational Development

semantic digital twins

Semantic Digital Twins for Organizational Development Alfonso Díez, CEO UGROUND, and Juan de Lara, Professor at the Autonomous University of Madrid, researcher in software engineering, discuss the digital transformation of the company through the Organizational Digital Twins (DTO). Applied to organizational models, the DTO is a new tool to address, technically and functionally, business digitalization projects […]