Martín BeitiaI lead Iberia's strategic design, innovation, research and product design teams and co-lead Campus IA, the company's AI adoption programme. Over ten years turning ideas into products, services and partnerships that work inside a large organisation.
Research with customers and employees to understand what needs solving before deciding how.
Research Hub · 100,000+ customer interactionsTest fast with startups and internal teams, and scale only what proves real value.
IAGi · 5–10 pilots a year · Smartvel and omnichannel, from pilot to standardA solution exists when people use it. So we measure use and impact, and scale what works.
Campus IA · 1,500+ active users · NPS 90Iberia's AI adoption programme: bringing generative AI into employees' everyday work.
Iberia's internal ideation and entrepreneurship programme, open to every employee.
A conversational experience to discover destinations, compare options and plan a trip inside ChatGPT.
Proactive Automated Customer Assistance: digital oversight of operations in flight and at the airport.
Next-generation connectivity and what it changes about the onboard experience.
A central customer research capability, with insight that flows across the whole company.
An innovation pilot that became a key customer service channel.
From Kibber to Iberia: all 60 cases, filterable by organisation, type of work and year, each with its full story.
Projects where we were among the first to try something, and took it all the way into real operations.
Kibber, one of Spain's first junior cooperatives, born in LEINN together with the Basque Government.
Kutxa Fundazioa's first programme for young people: active cultural leisure for teenagers.
One of the first employees at Propelland's Madrid studio. I was part of its growth and its expansion into Latin America.
Pernod Ricard's first experience-booking platform, which became a spin-off within the group.
IATA Travel Pass, Tus Documentos (with Smartvel) and VeriFLY to validate travel documents before customers reached the airport. Used by more than a million customers.
The first low-cost ventilator approved by Spain's health authorities for covid-19 patients, built with the Celera team.
I consolidated Iberia's customer research at a key moment: the recovery after the pandemic.
Two cross-industry vehicles to boost innovation: Spain's first industrial decarbonisation alliance and an open innovation campus with 8 founding corporates.
One of the first airlines to integrate AirTag location into its baggage operation.
A corporate alliance to scale sustainable aviation fuel and cut emissions from business travel and cargo.
The first Spanish airline with Starlink wifi: free, in every cabin, from boarding onwards.
Iberia's first conversational channel inside ChatGPT, and our first step into agentic distribution.
How do you turn AI into business impact and a company-wide cultural shift?
When an AI agent buys on the customer's behalf, how does an airline sell?
What happens when an AI's answer is the first contact with your brand?
Where does physical automation add real value beyond the demo?
Grew the innovation area to a team of 30+, created the Research Hub and established strategic design as a discipline in the company. I've played an active role in the Iberia Next Chapter and Flight Plan 2030 strategic plans, and connected Iberia with the startup ecosystem.
Grew from 8 to 50+ people. Projects for Pernod Ricard (Planplanner, which became a spin-off), Walmart, Telefónica, Cosentino, Naturgy, Santander, Repsol and Coca-Cola.
One of Spain's first junior cooperatives, within Mondragon Team Academy. Projects in China, India, the US and Finland.
I created and launched #izanezberdin ("be different" in Basque), the cultural and educational programme for teenagers run by the Kutxabank foundation. I defined its initial strategy and ran the first editions.
Since studying entrepreneurship at Mondragon I've tried never to stop learning. The context changes, the tools change, and so does what's expected of anyone who leads. Going back to study every few years makes me question what I take for granted and connects me with people who think differently.
Talent and entrepreneurship networks I belong to outside Iberia.
As a PDD alumnus I stay actively involved in the network and keep sharing with it.
I created its alumni and mentoring programme, where I'm still a mentor.
The Rafael del Pino Foundation's talent network. I support Celera in its selection process and on its strategic board.
An international talent network, which I belong to as a Nova 111 member.
I write about innovation, design and the future of aviation, from practice and with more questions than settled answers.
Innovation, design, applied AI and what's next for aviation.
I help turn ambiguity into decisions: innovation strategy, AI adoption and the design of new products and services.
Pick the purpose of your trip
This site is also written for machines. It includes structured data and a summary for language models, so ChatGPT, Perplexity or any agent can describe accurately who I am and what I do. GEO, applied to myself.