In 2022, I returned from Silicon Valley to Europe to lead the digital transformation of a global energy company, then Cepsa. Over these 3 years, #AI – accelerated by #GenerativeAI- ย had redefined business models and decision-making, demanding a new style of leadership.
Reflecting on our #Digital & AI transformation journey from Cepsa to @Moeve, Iโm introducing a new framework for business value, “VILLA”: a structured approach to helps executives adaptto the evolving AI landscape.
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1. Introduction: A Three-Year Journey of AI-Driven Transformation at Moeve
Three years ago, I returned from Silicon Valley with the conviction that digital and AI transformation was not just a matter of innovation, but a fundamental reinvention of value. That conviction took root in the transformation of Cepsa into Moeveโa new sustainable energy company empowered by technology and human talent.
Now, I suggest a new playbook: the โVILLAโ Framework. Born from real-world transformation, considering also my previous experiences at Accenture, BBVA or Oracle, ย it guides leaders in unlocking AI for Business full potentialโdelivering value, creating impact, and earning relevance in an ecosystem increasingly shaped by intelligent systems.
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๐ฏ 2. The VILLA Framework: Five Pillars of Generative Leadership for Business Growth
V โ Value Creation from AI
Start with business strategy, pain points and measurable outcomes. Link AI directly to strategic purpose. AI-driven digital transformation should accelerateโnot distract fromโbusiness transformation.
Example: With the evolution of the core of Moeveโs business, digital transformation meant designing digital-native plants from the ground up. These operations embed AI into the infrastructure, enabling predictive maintenance, optimized energy, and agile decision-making aligned with sustainability goals. Case: https://www.moeveglobal.com/en/innovation/digital-transformation
I โ Insight into Human Behavior
AI first, but human always. Understand customer and employee needs with empathy through data. Human-centric AI is about aligning with real-world needsโnot just capabilities.
Example: Empowering Citizen Data Scientists at Moeve helped connect data science teams with operations experts, accelerating together digital adoption across the business units (B2B, B2Cโฆ) and corporate areas. Case: https://www.knime.com/success-story/how-moeve-democratized-ai
L โ Leverage AI Ecosystem Innovation
If you want to go far, go together. Partner with startups, academia, and platforms to innovate and scale impact.
Example: Example: Moeve signed a strategic global agreement on AI and IoT with Amazon Web Services (AWS). Also collaborating with the ecosystem on DigitalES, OdiseIA and PATIO Campus; partners as Forrester, IBM, Microsoft or Siemens; schools as Universidad CEU San Pablo or Universidad de Alcalรก; and startups as QCentroid or Mistral AI. Case: https://aws.amazon.com/blogs/industries/expanding-moeves-energy-parks-with-a-bring-your-own-map-tracking-solution/
L โ Launch Loved AI Products
Build AI solutions that people find usable, valuable, and trustworthy. Avoid building tech that sits on the shelfโfocus on adoption and emotional resonance.
Example: Moeve developed an AI-powered platform giving B2B customers real-time insights to drive their decarbonization efforts and create lasting business value. Case: https://www.moeve.es/en/self-employee-and-fleet/sustainability/optimy-fleet-management-tool
A โ Advance Through Feedback and Influence
Use real-world impact to continually learn and lead. Influence comes from results, not visibility alone.
Example: At Moeve, our feedback loops and continuous AI optimization produced tangible business outcomes, including over 300% ROI on applied AI solutions across Energy Parks. Case: https://aws.amazon.com/executive-insights/podcast/how-moeve-gains-competitive-edge-with-sustainable-innovation/
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๐ 3. Conclusion: From Digital to Generative Leadership
Generative leadership isnโt just about mastering AI technologiesโitโs about designing human-centered organizations that thrive alongside intelligence that learns. I am suggesting this VILLA Framework as a compass for transformation and a platform for executive leaders to build business value and empower their teamsโespecially in times of rapid change.
How are you navigating your own Digital & AI transformation? Share your experiences, lessons learned, or questions in the commentsโIโd love to hear your perspective and keep the conversation going on Linkedin.
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FAQ:
Q: What is the VILLA Framework by David Villaseca? A: The VILLA FrameworkโVision, Insight, Leadership, Learnability, and Advanceโhelps executives unlock business value in the AI era. Itโs not just about adopting technology; it’s about transforming how strategy, operations, and innovation are reimagined with AI at the core. At Moeve, this approach enabled over 300% ROI in AI applications across our digital-native energy parks.
Q: How does this framework generate measurable impact? A: Each pillar directly links to outcomes: strategic alignment (Vision), scalable solutions with cross-functional teams (Insight), operational excellence through Human-AI collaboration (Leadership), continuous upskilling (Learnability), and real-time optimization (Advance). From Cepsa to Moeveโs case shows how digital-native infrastructure and AI-assisted field operations create compounding value over time.
Villaseca on Digital & Business 