AI Shifts from Testing to Real-World Business Impact at PHIRE 2023
Leading companies in Europe, the Middle East, and Africa are showcasing how AI has moved beyond testing into real-world business results. At PHIRE 2023 in Madrid, firms like Ericsson and Martur Fompak International shared their progress in scaling AI responsibly while boosting productivity.
The event highlighted practical applications where AI now drives measurable improvements in operations and efficiency. Ericsson has rolled out its unified AI platform, Joule, to over 85,000 users. Strong leadership support and clear governance have helped embed the system across the company. A key focus has been building a secure, well-governed data foundation to ensure AI can scale reliably.
The firm is also creating a unified business data fabric using SAP Business Data Cloud. This setup allows Ericsson to expand AI use cases across different parts of its operations.
At Martur Fompak International, AI is transforming production and logistics. The company has deployed an autonomous intralogistics model powered by Joule and SAP’s embodied AI. Humanoid robots now work alongside digital systems to streamline order management, logistics, and production.
Özlem Altınısık, Group Intelligent Technologies Director at Martur Fompak, explained that the robots interact directly with production signals and business data. This integration cuts manual coordination, improves accuracy, and speeds up throughput.
Nazia Pillay, SAP’s Managing Director for Southern Africa, noted that the next stage of AI adoption is about execution. Companies are now focusing on real-world applications that deliver clear, measurable value rather than just experimenting with the technology. The examples from Ericsson and Martur Fompak demonstrate how AI is being applied to solve practical business challenges. Both companies have shown that strong governance, scalable data foundations, and direct integration with operations can lead to tangible improvements in efficiency and productivity. These developments mark a shift from AI as a theoretical tool to one that drives real business outcomes.
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