Legal and technological challenges for the contact centre: Highlights from the third CX Brunch

Last week we held the third edition of the CX Brunch in Madrid—an event that once again brought together top industry professionals around a shared goal: to connect, learn and anticipate the major challenges facing the contact centre industry.

Despite the intense competition among industry events and the challenging weather conditions, we achieved something that still excites us: fully booked! Yet another sign that this format continues to build community and relevance.

None of this would have been possible without the support and trust of our co-organisers, Webpilots España and Adam, as well as our collaborators AEERC, Contact Center Hub and Relación Cliente. Thank you for once again believing in this initiative.

A WARM WELCOME

The event kicked off with a welcome speech by Luís A. González, our Head of CCaaS, who greeted attendees and thanked our partners, collaborators and professionals from across the industry.

Luís A. González, Head of CCaaS Sales at Enreach, welcoming attendees to the 3rd edition of the CX Brunch by Enreach.

THREE LEGAL CHALLENGES

The talk by Daniel Vidal, lawyer and Legal Director at Webpilots España, focused on three major legal challenges currently shaping the daily operations of contact centres.

The first was the Advertising Opt-Out List (LSP), recently published by the Spanish Data Protection Agency (AEPD), but not yet final or operational due to multiple appeals. Vidal explained that its future depends on fulfilling its purpose: ensuring individuals can exercise their right to opt out of marketing communications. Until then, it continues to raise legal and operational questions. He also reminded attendees that the obligation to check these lists lies with those planning to carry out marketing activities without prior consent, in line with Article 66.1.b of the General Telecommunications Law.

The second challenge is the new TDF/149/2025 Order, created to combat identity fraud via phone calls. The regulation mandates the blocking of unassigned or fraudulent numbers and restricts the use of mobile numbers for unsolicited commercial calls, instead allowing the use of toll-free numbers. Vidal noted the possible impact on SMEs, self-employed professionals and remote businesses, warning that this could conflict with Article 38 of the Spanish Constitution on freedom of enterprise. Non-compliance can lead to fines of up to €2 million.

The third point focused on the Draft Law on Artificial Intelligence Governance, which aims to align Spanish law with the new EU AI Regulation. The legislation promotes ethical and inclusive use of AI, requiring providers to notify users when interacting with bots and avoid prohibited practices. The AEPD and the new Spanish Agency for AI Oversight (AESIA) will be responsible for enforcement.

Daniel Vidal, Legal Director at Webpilots España, addressing attendees at the 3rd edition of the CX Brunch by Enreach.

AI IN PRACTICE: FROM THEORY TO EXECUTION

One of the most anticipated moments of the day was the live demo by our colleagues Marc Brunés and Gemma Mercader. In front of the audience, they showcased how a bot developed by our AI experts could respond to complex questions about the new regulations—through a simple WhatsApp chat.

This demo highlighted the power of AI in the contact centre, and showed how this technology is evolving. Thanks to our advanced natural language processing engines, it is now possible to build customer service bots that not only resolve queries but do so with the same fluidity and naturalness as a human agent—available instantly, 24/7.

Gemma Mercader, Senior Account Executive, and Marc Brunés, AI Specialist at Enreach, showcasing the AI-powered customer service chatbot.

CLOSING WITH BRUNCH AND COMMUNITY

We wrapped up this third edition of the CX Brunch with a strong sense that the industry needs—and values—these open, agile spaces focused on what truly matters.

Thanks to everyone who made it possible: speakers, partners, collaborators and attendees.

We’re already thinking about the next one.

Attendees of the 3rd edition of the CX Brunch by Enreach enjoying the networking brunch.

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