Agentic AI takes centre stage at Mobile World Congress 2025 in Barcelona

Agentic artificial intelligence (AI), or AI agents, took centre stage at this week's Mobile World Congress (MWC) in Barcelona with some 100,000 visitors coming together to see the latest innovations on display at the major telecoms event.

"[AI] Agents sound scarier than it is," Joe Atkinson, global chief AI officer at PwC, told Euronews.

"Think of agents as AI that does specific things and maybe interacts with other groups of AI that do other specific things. So the kinds of tasks that we do every day," he said.

"Think of having a calendar agent, one that just focuses on how is my schedule, and another agent that maybe does my social media, one that just focuses on building my social media. In the simplest way, that’s what the agents are doing.

"In the future, what we are going to see is the calendar agent coordinating with the social agent and letting a lot of that work happen for us instead of by us," Atkinson added.

Other AI making impact at MWC 2025

Although agentic AI was the hot topic of conversation at MWC, it was not the only AI making waves.

Seville FC’s chief data officer, Elias Zamora, explained how it has partnered with IBM to improve its scouting process. 

He said AI-driven insights are helping the club find players that match specific criteria faster.

For example, narrowing down those with leadership qualities and attacking abilities.

"If I am looking for a given, or a specific kind of player, like, for example, give me a player that is a leader with some attacking abilities and mobility, the technology is able to understand this," he told Euronews.

He further explained how it is able to compare players and narrow down the hundreds of thousands of reports produced by the club.

For more from MWC 2025, watch the video in the media player above.