The average importance of the nine areas analysed stands at 45%, which confirms that almost half of organisations consider these assets a priority within their strategy. This figure reinforces the consolidation of the map of intangible assets as a reference to understand business priorities in Ibero-America. At the same time, the results show a clear reordering of the agenda: artificial intelligence moves to the centre of corporate priorities.

At the first level of the ranking —above 50%— there are two trends that concentrate the highest priority: artificial intelligence (55.5%) and corporate communication (52.8%). This concentration reflects an agenda marked by two major needs: advancing in technological transformation and strengthening the ability to communicate, build relationships and generate trust in increasingly complex environments.

The middle tier —between 40% and 50%- contains the largest number of trends and includes five trends with a very similar level of importance among them: reputation and reputational risk (49.4%), responsible leadership (48.6%), talent management and work models (47.7%), corporate purpose (43.5%) and sustainability (40.5%). This concentration confirms that, beyond the prominence of Al and communication, organisations continue to interpret intangibles as an interdependent system for creating value, trust and legitimacy.

At the third level —below 40%— are public affairs (33.9%) and corporate brand (33.4%). Their position in the ranking does not reduce their strategic relevance, but rather points to areas with lower relative development, yet with growing potential in a context of greater regulatory pressure, institutional transformation and the need to build lasting differentiation.

2026 Ranking by importance