Rafael Tamames Fernández

Rafael Tamames Fernández
Born
Rafael Tamames Fernández

(1981-01-01) 1 January 1981
Madrid, Spain
OccupationsEntrepreneur, author, public speaker
Years active2000–present
OrganizationsFindasense; Vivid Vision
Known forCo-founding Findasense; work on digital transformation and artificial intelligence
Notable work¿Qué robot se ha llevado mi queso? (2018); La inteligencia artificial y tú (2024)

Rafael Tamames Fernández (born 1981) is a Spanish entrepreneur, author and public speaker specialising in digital transformation and artificial intelligence. He co-founded the customer-experience consultancy Findasense, which later became a case study at IESE Business School and was acquired by Majorel in 2022.[1][2] In 2025 he founded Vivid Vision, a venture studio connecting large companies with startups and scaleups in Latin America.[3]

Tamames is the author of two non-fiction books on automation and artificial intelligence and regularly appears in Spanish media and public institutions to discuss the impact of these technologies on employment, education and productivity.[4][5][6]

Early life and education

Tamames was born in Madrid in 1981.[7][8] In an interview with IESE Business School he described himself as the youngest of ten siblings and stated that he launched his first company, an online community for young people, at the age of 17.[9]

In 2000 he launched meparecebien.com, an early Spanish-language youth online community which allowed users to share and discuss music, books and video games; the site was archived by the Internet Archive in early 2001.[10][11]

Tamames later completed the Programa de Dirección General (PDG) at IESE Business School, graduating in 2018.[12][13]

Career

Findasense

In 2007 Tamames co-founded Findasense with Tomy Lorsch as a consultancy focused on omnichannel customer experience and digital transformation.[14] The company expanded to multiple countries and worked for large consumer brands in Europe and Latin America. IESE Business School later developed a teaching case on Findasense as an example of a fast-growing scale-up in the customer-experience sector.[15]

In 2016 Findasense implemented holacracy as its management system, being described in Spanish business media as the first Spanish-speaking multinational to formally adopt this organisational model.[16]

Acquisition by Majorel and B Corp certification

In September 2022 the customer-experience group Majorel announced the acquisition of Findasense to expand its CX transformation services. The transaction integrated Findasense’s consulting and digital-experience activities into Majorel’s global operations.[17][18]

In December 2022, Findasense—by then integrated within Majorel—obtained B Corp certification, joining a group of companies audited for social and environmental performance.[19]

Vivid Vision

Tamames left his governance roles at Findasense Global SL in mid-2025.[20] Later that year he launched Vivid Vision, a venture studio aimed at connecting large corporations with startups and scaleups, particularly in Latin America.[21][22] Event organisers and publishers describe Vivid Vision as focused on innovation projects between established companies and entrepreneurial ventures in Ibero-America.[23]

In a 2024 profile by IESE, Tamames stated that he had founded six companies and sold four of them over the course of his career, including Findasense.[24]

Public education and advocacy

Tamames regularly discusses artificial intelligence and digital transformation in Spanish media and at public events. In May 2025 he appeared on the public television programme La Aventura del Saber (La 2, RTVE) to explain potential applications and risks of AI.[25] On 9 January 2025 he delivered a public lecture at Fundación Telefónica in Madrid linked to his book La inteligencia artificial y tú.[26]

In his writings and talks Tamames advocates sustained technology education and argues—citing cross-country evidence—that higher rates of technology adoption correlate with lower unemployment and greater productivity. He develops this thesis in La inteligencia artificial y tú, which presents AI as a tool that can expand opportunities for workers who acquire new skills.[27][28]

Publications

  • ¿Qué robot se ha llevado mi queso? Buscando respuestas en el laberinto de la automatización (Which Robot Took My Cheese? Searching for Answers in the Maze of Automation). Barcelona: Alienta–Grupo Planeta, 2018. The book discusses automation, robotics and their implications for employment and management.[4][29]
  • La inteligencia artificial y tú (Artificial Intelligence and You). Barcelona: Plataforma Editorial, 2024. The book examines the impact of artificial intelligence on education, work and productivity, combining introductory explanations of AI systems with policy and career recommendations.[27][28]

Other activities

Tamames served on the board of directors of YPO Madrid from 2013 to 2019.[30] He is a member of the board of the Royal Spanish Fencing Federation[31] and served as a mentor at IESE's WeGrow program.[30]

He has been recognized annually since 2019 as one of the Top 100 Speakers in Spain by Thinking Heads.[32]

See also

References

  1. ^ "IESE selecciona a Findasense como caso de estudio por destacar su modelo de negocio dentro de su sector". Forbes España. 23 June 2022. Retrieved 14 November 2025.
  2. ^ "Majorel amplía sus servicios de transformación CX con la adquisición de Findasense". Forbes España. 7 September 2022. Retrieved 14 November 2025.
  3. ^ "Rafael Tamames pone en marcha el 'venture studio' Vivid Vision". El Español – Invertia. 10 July 2025. Retrieved 14 November 2025.
  4. ^ a b "Rafael Tamames: «El desarrollo de la inteligencia artificial pondrá el foco en la productividad»". El Mundo. 1 September 2018. Retrieved 14 November 2025.
  5. ^ "'La inteligencia artificial y tú' con Rafael Tamames". Espacio Fundación Telefónica. 9 January 2025. Retrieved 14 November 2025.
  6. ^ "LA INTELIGENCIA ARTIFICIAL Y TÚ". Casa del Libro. 11 September 2024. Retrieved 14 November 2025.
  7. ^ "Rafael Tamames". Plataforma Editorial. Retrieved 14 November 2025.
  8. ^ "Rafael Tamames". Fundación Hay Derecho. Retrieved 14 November 2025.
  9. ^ "From startup to scaleup: Rafa Tamames's journey of entrepreneurship and AI". IESE Entrepreneurship & Innovation Center. 13 December 2024. Retrieved 14 November 2025.
  10. ^ "meparecebien.com (archived snapshot, 1 Feb 2001)". Wayback Machine. Archived from the original on 1 February 2001. Retrieved 14 November 2025.
  11. ^ "From startup to scaleup: Rafa Tamames's journey of entrepreneurship and AI". IESE Entrepreneurship & Innovation Center. 13 December 2024. Retrieved 14 November 2025.
  12. ^ "From startup to scaleup: Rafa Tamames's journey of entrepreneurship and AI". IESE Entrepreneurship & Innovation Center. 13 December 2024. Retrieved 14 November 2025.
  13. ^ "Rafael Tamames". The Org. Retrieved 14 November 2025.
  14. ^ "IESE selecciona a Findasense como caso de estudio por destacar su modelo de negocio dentro de su sector". Forbes España. 23 June 2022. Retrieved 14 November 2025.
  15. ^ "From startup to scaleup: Rafa Tamames's journey of entrepreneurship and AI". IESE Entrepreneurship & Innovation Center. 13 December 2024. Retrieved 14 November 2025.
  16. ^ "Findasense, la primera multinacional de habla hispana en implementar la holacracia como sistema de gestión". El Economista. 10 February 2016. Retrieved 14 November 2025.
  17. ^ "Majorel amplía sus servicios de transformación CX con la adquisición de Findasense". Forbes España. 7 September 2022. Retrieved 14 November 2025.
  18. ^ "Majorel acquires Findasense, expanding its CX transformation services". Cuatrecasas. 7 September 2022. Retrieved 14 November 2025.
  19. ^ "Findasense se convierte en B Corp". Forbes España. 5 December 2022. Retrieved 14 November 2025.
  20. ^ "BORME núm. 143/2025: Findasense Global SL (ceses/dimisiones)" (PDF). Boletín Oficial del Registro Mercantil. 30 July 2025. Retrieved 14 November 2025.
  21. ^ "Rafael Tamames pone en marcha el 'venture studio' Vivid Vision". El Español – Invertia. 10 July 2025. Retrieved 14 November 2025.
  22. ^ "Vivid Vision, el nuevo venture studio que conecta empresas y scaleups". IPMARK. 10 July 2025. Retrieved 14 November 2025.
  23. ^ "'La inteligencia artificial y tú' con Rafael Tamames". Espacio Fundación Telefónica. 9 January 2025. Retrieved 14 November 2025.
  24. ^ "From startup to scaleup: Rafa Tamames's journey of entrepreneurship and AI". IESE Entrepreneurship & Innovation Center. 13 December 2024. Retrieved 14 November 2025.
  25. ^ "Rafael Tamames – La Aventura del Saber: "La inteligencia artificial"". RTVE Play. 12 May 2025. Retrieved 14 November 2025.
  26. ^ "'La inteligencia artificial y tú' con Rafael Tamames". Espacio Fundación Telefónica. 9 January 2025. Retrieved 14 November 2025.
  27. ^ a b "La inteligencia artificial y tú". Plataforma Editorial. Retrieved 14 November 2025.
  28. ^ a b "LA INTELIGENCIA ARTIFICIAL Y TÚ". Casa del Libro. 11 September 2024. Retrieved 14 November 2025.
  29. ^ "Qué robot se ha llevado mi queso? (book page)". Buscalibre. Retrieved 14 November 2025.
  30. ^ a b "From Startup to Scaleup: Rafa Tamames's Journey". IESE Blog. 2024-12-13. Retrieved 14 November 2025.
  31. ^ "Junta Directiva". Real Federación Española de Esgrima. 17 June 2018. Retrieved 14 November 2025.
  32. ^ "Rafael Tamames". Thinking Heads. Retrieved 14 November 2025.
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