Experts at Barcelona New Economy Week 2026 discuss AI and corporate purpose to retain talent in Catalonia

At the Barcelona New Economy Week (BNEW) 2026, held at the DFactory in Catalonia, Spain, experts and executives discussed the challenge of retaining talent in a competitive labor market. The panel, featuring representatives from BBVA, Veolia, Consum, EasyJet, and the Princesa de Girona Foundation, emphasized that organizations must consider the cost of failing to retain employees. They highlighted the use of artificial intelligence to create hyperpersonalized value propositions and to identify latent potential in young people. Speakers also stressed that technology alone is not enough; work environment, work-life balance, and recognition are essential for employee commitment.