David Sancha is Chief Executive Officer of hiberus Media Labs. A journalist and consultant with more than 20 years of experience in the media industry, he has participated in the definition and implementation of digital transformation projects in more than 50 media groups across Europe and Latin America. He is the founder of Xalok, the CMS with the largest presence among Spanish-language media outlets, which is currently driving Assistant, a module for integrating generative AI solutions into newsrooms.