Rafael Tamames Fernández
Spanish entrepreneur and author (born 1981)
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Rafael Tamames Fernandez (born 1981) is a Spanish entrepreneur and author specialising in digital transformation and artificial intelligence. He co-founded the customer experience company Findasense, which was acquired by Majorel in 2022.[1][2][3] In 2025, he launched Vivid Vision, a venture studio that connects multinational corporations with startups and scaleups in Latin America.[4]
1 January 1981
Rafael Tamames Fernandez | |
|---|---|
| Born | Rafael Tamames Fernandez 1 January 1981 Madrid, Spain |
| Occupations | Entrepreneur, author, public speaker |
| Years active | 2000–present |
| Organizations | Findasense; Vivid Vision |
| Notable work | ¿Qué robot se ha llevado mi queso? (2018); La inteligencia artificial y tú (2024) |
Tamames has written two books on automation and artificial intelligence.[5][6][7]
Early life and education
Tamames was born in Madrid in 1981.[8][9][10][11]
In 2000 he launched meparecebien.com, an early Spanish-language online community for young users. The site let visitors share and comment on music, books and video games; the Internet Archive captured a snapshot of it in early 2001.[12][11]
Tamames later completed the Programa de Dirección General (PDG) at IESE Business School, graduating in 2018.[11] He has professional experience in digital transformation, entrepreneurship, marketing, and customer-experience projects for multinational companies.[13] He is also cited in Francisco López's 2022 book Tu yo digital: ¿Quién eres en internet?, a work about digital identity and online presence.[14]
Career
Findasense
In the year 2007 Tamames co-founded Findasense with Tomy Lorsch as a consultancy focused on omnichannel customer experience and digital transformation.[1][3] The company expanded across several countries and worked with large consumer brands in Europe and Latin America. IESE Business School used Findasense as a teaching case study on fast-growing companies in the customer-experience sector.[11]
In 2016 Findasense adopted holacracy as its management system, becoming the first Spanish-speaking multinational to formally introduce that organisational model.[15]
Acquisition by Majorel and B Corp certification
In September 2022, the customer-experience group Majorel acquired Findasense, integrating its consulting and digital-experience operations into Majorel's global business.[2] The transaction included an initial payment and variable amounts over four years, with a total price of up to €30 million.[3]
Findasense received B Corp certification in December 2022.[16]
Vivid Vision
Tamames left his governance roles at Findasense Global SL in mid-2025.[17] Later that year he launched Vivid Vision, a venture studio that links established companies with startups and scaleups, particularly in Latin America.[4][18][7]
By 2024, he had founded six companies and sold four of them, including Findasense.[11]
Public education and advocacy
Tamames writes and speaks publicly on artificial intelligence and digital transformation, appearing regularly in Spanish media and at public events.[19][20][21][22][23][24] In May 2025 he appeared on the public television programme La Aventura del Saber (La 2, RTVE) to explain the potential uses 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.[7] He has also appeared as a lecturer in the New Media archive of the Universidad Francisco Marroquín.[26]
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.[5][27][13][28]
- La inteligencia artificial y tú (Artificial Intelligence and You). Barcelona: Plataforma Editorial, 2024.[7][13]
Other activities
Tamames served on the board of directors of YPO Madrid from 2013 to 2019.[11] He is a member of the board of the Royal Spanish Fencing Federation[29] and served as a mentor at IESE's WeGrow program.[11]