KPMG apuesta por perfiles híbridos con IA

KPMG is betting on hybrid profiles with AI as the core of its business model. The professional services firm is not only deploying and developing tools for its professionals but also radically transforming its talent acquisition model. For Miguel Zapata, KPMG Spain's AI leader and the strategist responsible for the company's transformation, AI is not a technological issue, but a business strategy bet.

This bet is reflected in the composition of its team, with the firm committing to hire and develop more hybrid professionals over the next few years. These hybrid professionals combine legal, administration, business management or economics studies with technical skills. KPMG is making this transformation from the center of its organization, with over 60 employees dedicated to upskilling teams, an internal network of 600 'ninjas' pushing adoption across the firm, and 300 'makers' developing solution agents for each function and department.

Currently, 100% of KPMG's 6,500 professionals in Spain have licenses and access to AI tools, from Microsoft Copilot to proprietary solutions like KPMG Clara (audit), Digital Gateway (legal and tax), or KAI (legal). The firm believes AI can automate low-value tasks, freeing time for analysis, creativity, problem-solving, and client relationship building.

KPMG also plans to evolve its professional development, evaluation, and recognition systems in an era where technology boosts individual productivity. The value will increasingly be linked to impact, innovation, leadership, and strategic client contribution. AI doesn't reduce the importance of people; it elevates the skill set needed for professional excellence.

This technological deployment is accompanied by a significant investment in professional training. KPMG, which surpassed 6,800 hours of AI training and certification in 2025, aims to reach over 140,000 hours for its Spanish professionals by the end of the fiscal year, a 20-fold increase in AI training. The goal is for the entire organization to leverage these technologies safely, responsibly, and effectively.

KPMG is defining the training that will be offered next year, shifting from general to more advanced, function-specific capabilities. In April 2025, KPMG became the first Big Four firm in Spain to certify its AI management against ISO/IEC 42001. The firm's global investment in AI technology exceeded $2 billion over the past three years, with recent agreements with Anthropic and OpenAI to expand its tool portfolio.

KPMG's focus is on using AI to enhance service value, helping clients with governance, cybersecurity, change management, and technology adoption, implementing agent solutions to redesign processes and create new services. The firm's practical experience as a client zero has helped identify what works, what obstacles appear during implementation, and what decisions maximize ROI to support organizations in their AI adoption journeys.