Seat acelera en la integración de la IA

Seat has been assuming a leadership role in the transformation of mobility over the past few years, not only in the shift towards electric cars, for which it is investing 10 billion euros through the Future: Fast Forward initiative, but also in other areas such as digitalization. The Spanish automaker has a digitalization and innovation division called Seat Code, whose main mission is to develop customized solutions for Seat and Cupra brands and optimize sales and after-sales business through digital process digitization and data analysis.

Last year, this hub, which now has 300 workers, expanded its reach to include the design, programming, and operations of all digital ecosystems for Seat and Cupra while continuing strategic projects like Giravolta, an omnichannel mobility platform for shared fleet operators, and other initiatives focused on optimizing commercial operations through data management and AI integration.

In 2025, Seat launched an ambitious digital transformation strategy with the adoption of Microsoft Copilot 365 and Vortex PLAi, a user-friendly catalog of AI tools for the organization. Over 680 licenses of Copilot M365 were granted, accompanied by training, enabling employees to improve their daily task efficiency. The company has been applying AI in various areas, particularly in automating processes and intelligent data usage to increase operational efficiency, ensure information security, and support decision-making across different business areas.

Seat aims to comply with the EU Data Act and EU AI Act, which regulate the use of personal data and AI in businesses.

The electrification of Seat's factory in Martorell (Barcelona), which has already started producing its first fully electric models, the Cupra Raval and Volkswagen ID.Polo, is extending AI to logistics, production, quality, and procurement areas. Seat received a prize at the International Logistics Salon (SIL) 2025 in Barcelona for its implementation of automated guided vehicles, the consolidation of its supply chain control tower, and initial steps in applying AI for demand prediction and productive scenario simulation.

In corporate quality, Seat launched the advanced Field Monitoring platform, which integrates quality control of vehicles in real-world usage conditions, centralizing information and improving efficiency and speed in resolving issues or boosting collaboration between teams.

With 8.792 million euros in purchases, Seat created different purchasing workgroups focused on market challenges three years ago and updated them based on sector trends in 2025. The company empowered the AI group to integrate all digitalization and desimplification actions, including supplier proposal comparisons, predictive analysis of raw material or energy offer evolution in different territories, and project information and result management.

In terms of innovation, Seat applies AI to product design and user experience, and to promote the adoption of generative AI, it developed the HAI (Human Artificial Intelligence) program, which has trained 3,225 professionals in AI-related tasks by the end of 2025.