Digital transformation in SMEs: challenges and potential in the data age

The study investigated the degree of knowledge and use of Big Data and Artificial Intelligence (AI) tools in small and medium-sized enterprises (SMEs) in the province of Córdoba. It analysed how the fourth industrial revolution transformed business models through the integration of new technologies, highlighting that the speed of adoption was decisive. It was observed that many SMEs mistakenly assumed that these tools were reserved for large companies, without considering the hidden value in the data they already generated. The work identified that Big Data allowed massive information to be processed in real time, improving customer service, logistics, and personalisation of services, as was the case of companies such as Netflix, Amazon and Tesla. The analysis revealed that while 75% of SMEs considered technology incorporation important, only 32% really understood AI and 34% were aware of Big Data. The main barriers included lack of investment and the need for training of human talent.Finally, it was concluded that SMEs had to understand that the strategic use of data did not depend on the size of the company, but on their ability to connect and leverage the available information, which represented a decisive opportunity for their sustainability and competitiveness.