How to enter the Spanish market as an AI or tech company

The short answer: Spain rewards relationships. The fastest way for an AI or tech company to enter Spain is to get introduced to named decision-makers by someone they already trust, then turn the first meetings into a scoped pilot. Cold outbound at volume rarely opens doors with senior Spanish buyers.

Pick one city and one segment first. Madrid holds most corporate headquarters and the public sector; Barcelona is strong in telecoms, mobility, retail and the startup scene around MWC. Trying to cover all of Spain at once spreads a small team too thin.

Expect a slower, personal buying process. Decisions often involve several people, and trust is built in meetings, not emails. Speaking Spanish (and in Catalonia, understanding Catalan business culture) makes a visible difference.

A simple route in:

1. Write a target list of 30–50 named people who own the problem you solve.
2. Map warm paths: investors, partners, former colleagues, local advisors.
3. Ask for introductions with a clear reason for a 30-minute meeting.
4. Use MWC Barcelona in February as a deadline that concentrates meetings.
5. Follow up within 48 hours and propose a small, paid pilot.

If you don't have a network in Spain yet, a 90-day Door-Opener pilot gives you one to borrow. Tech Sales House works from Barcelona and agrees in writing what counts as a qualified meeting before any work starts. Pilots start from €1,500.