An intelligent assistant via WhatsApp brings Marbella's Christmas activities closer to the citizens.

The Marbella City Council has launched an intelligent assistant service, a pioneering initiative that will allow Christmas programming inquiries via WhatsApp throughout the municipality. The Councilor for Innovation, Enrique Rodríguez, who introduced the initiative alongside the CEO of Internalia Group, Francisco Orellana, explained that the goal is to provide "quick and easy access to festive information, improve the experience of residents and tourists, and promote a more accessible and participatory Christmas."

The councilor indicated that "this system will allow users to learn about any activity in seconds, from markets, nativity scenes, or concerts to transport schedules, mobility, or special events, all by writing or sending an audio message to the number 630 001 576," while detailing that it will be available in multiple languages through automatic translation, "which will benefit the high number of international visitors."

"The city needed a tool capable of unifying and simplifying the abundant Christmas programming, spread across all neighborhoods and districts"

Enrique Rodríguez

Councilor for Innovation

"The city needed a tool capable of unifying and simplifying the abundant Christmas programming, spread across all neighborhoods and districts," Rodríguez pointed out, who informed that the system is based on an artificial intelligence (AI) architecture developed by Internalia Group, and thanked the collaboration of multiple municipal delegations in the dumping and verification of content. "The project is conceived as a living tool, constantly updated, which will continue to incorporate new functionalities throughout the holidays and will also serve as a pilot experience for future thematic assistants for other areas of the city," he advanced.

For his part, Orellana valued that with this project, Marbella takes "a decisive step in innovation applied to public service" and emphasized that the assistant "does not function as a conventional 'chatbot', but as an AI system capable of interpreting complex queries and responding with official, verified, and real-time information." At this point, he stressed that the platform "operates in a private and secure environment, in accordance with the General Data Protection Regulation," while allowing accessible interaction "thanks to its voice recognition, which promotes digital inclusion for older people or those with reading or writing difficulties."