The Human Side of Digitalisation: A Conversation with Jaime Luezas
As the maritime and logistics sectors accelerate their digital transition, one idea is becoming increasingly clear: true transformation is not about technology alone. While systems become more advanced and interoperability grows more feasible, the real barriers – and opportunities – lie elsewhere.
To understand where the future is headed, Odiseo spoke with Jaime Luezas, Head of Port Community Services at Puertos del Estado (Spain) and one of the leading voices in port digitalisation. In this conversation, he reflects on the shift from documents to data spaces, the critical role of semantic standards, and why emotional intelligence may be just as important as artificial intelligence.

De izquierda a derecha: Antonio Vargas, Alexandre Ariza y Jaime Luezas durante el curso MOST
Below is the full interview.
Conversation with Jaime Luezas, Head of Port Community Services, Puertos del Estado (Spain)
Q: We often talk about sharing, committing and cooperating, yet when it comes to sharing data, there seems to be a reluctance. From your perspective, what is the current state of play, and how should we approach the future?
Jaime Luezas:
In my view, the technical problem has already been solved. Today, interoperability between different systems is technologically possible—even if those systems were developed separately or use different architectures. The real challenges are semantic interoperability and trust.
Semantic interoperability means that we all understand data in the same way. This requires ontology, common definitions and international standards, which are still under development. And then there is trust—not only between companies, but between people. Digitalisation also involves emotional management.
Q: In the past, initiatives like eb-XML attempted to create data dictionaries and harmonisation mechanisms. Is that approach still relevant?
Jaime Luezas:
The technology may have evolved, but the principle remains the same: either we agree on a common data standard, or we build translation mechanisms. Artificial intelligence can help automate translations, but the underlying semantic exercise still needs to be done.
Q:There is often confusion between digitisation and digitalisation. How should we define these concepts?
Jaime Luezas:
In English, we differentiate between digitization and digitalization.
Digitization is simply converting analog information, such as paper documents, into digital form.
Digitalization is much deeper—it means structuring business processes around data, rather than documents. That is where true transformation happens.
Q: You have worked extensively on the concept of data as the fundamental unit, beyond traditional documents like the customs declaration (DUA). How should we think about that?
Jaime Luezas:
Exactly. The DUA is a document, yes, but ultimately it is just a set of data elements. The future lies in exchanging those data elements directly, rather than sending whole documents.
Q: We are moving toward smart ports and increasingly complex logistics environments. What role does training play in this transition?
Jaime Luezas:
Training is essential. First, to understand the technology and governance models of data exchange, and to remove the fear of sharing information. Second, because training creates human connection. It builds trust and emotional intelligence—without that, digitalisation will not succeed.
Q: Simple has been a key driver of recent developments. Will it also transform logistics chains and sustainability efforts?
Jaime Luezas:
Yes. Simple provides the platform that connects systems and enables interoperability. Its success will be reinforced by new legislation such as the Sustainable Mobility Law and the mandatory use of electronic control documents. These changes will accelerate digital transformation across the logistics chain.
Q: What do you think are the main challenges for port communities over the next five years?
Jaime Luezas:
The main challenge is to transition from document-based processes to data spaces. This will fundamentally change how we operate. Additionally, ports must understand that they are not isolated hubs. They are nodes within global supply chains and must be fully integrated with broader logistics ecosystems.
Q: Jaime, thank you for your insights. Before we close, is there anything else you would like to add—something you feel is important to highlight, given the opportunity?
Jaime Luezas:
I would just say that the only real, practical experience I have seen of genuine coexistence and emotional collaboration is the Escola Europea. I have known it for many years, and I truly see it as a model of what we are talking about: emotional intelligence in logistics communities. Every time I have participated, I have seen people leave more open, more human, and more willing to collaborate.
Odiseo:
That is exactly what we aim for. Thank you, Jaime.






















