"AI Is an Infinite Marathon": Canal CEO Interviews Francisco Moreno Balboa, Our CEO and Founder

Madrid. Canal CEO has interviewed Francisco Moreno Balboa, our CEO and founder, in a conversation that sums up like few others where we come from and where we're headed. He set the headline himself: "AI is an infinite marathon". And in a marathon like this, what counts isn't just running — it's not losing time on wrong decisions.

A story that began with a Heineken commission

Back in 2017, when generative AI wasn't even on the radar of tech forums, Francisco had already spent years obsessed with making machines understand people. "Talking about this almost 20 years ago was wishful thinking, a pipe dream," he recalls in the interview. It all started with a commission from Heineken —a system for ordering food from your phone— whose personalisation engine so fascinated the brewer that it encouraged the team to enter its entrepreneurship programme. They won in Spain, won in Europe, and earned a ticket to pitch to Google and the big American investment funds. A health issue prevented the trip, but as Francisco sums it up with one of his go-to phrases, "whatever happens, happens for the best" — that missed spotlight brought something better: IBEX-listed companies knocking on the door. And so Logixs was born.

ADA, the round, and why you surround yourself well

The interview covers our latest milestones. The launch of ADA, the first European agentic platform to unite business analysis and software development in a single flow — "with ADA we've managed to drastically cut delivery times, thanks to agents that work in parallel, automatically validate every delivery and eliminate the dead time of coordination, documentation and review". And the €2 million round with investors from banking, tech, automotive and private equity.

Why surround yourself with that cast after years of deciding alone? Francisco's answer lays bare the CEO's trade: "I need to make the right decisions and not get it wrong. When you make a wrong decision, what you lose is time, and time costs a lot of money — far more than the investment. Nobody has a magic wand, but this way we make fewer mistakes and move faster."

Unlearning the urge to lead everything

There's a moment in the interview that represents us especially well. Asked for a lesson learned, Francisco doesn't talk about technology but about ego: "What I have to unlearn is trying to lead everything. If you're involved, you might score a 9; the team on its own might score a 7 at first, but they'll end up scoring a 9.5."

That culture of autonomy is already bearing fruit that nobody controls from the top — and that's the point. A Logixs team, on its own initiative, won the Responsible and Open AI in Industry Challenge in Zaragoza with Pasaporte Abierto, and ended up representing Spain at the United Nations hackathon in New York, where they built TrustBrief, the copilot that verifies evidence against official UN databases. "You realise your company is growing when things happen that you don't control — but good things happen."

The book still to be written

The goal Francisco shares with Canal CEO is to quadruple the company in three years, acquire companies with product and talent, and build a European benchmark ecosystem in artificial intelligence. All without losing the essence that makes him turn down private equity's siren calls: "My heart and soul are full. I feel deeply fulfilled."

Or as he prefers to put it: "Logixs is an open book that's still being written." You can read the full interview on Canal CEO(in Spanish). And if you want to be part of the next chapters —as a client or as talent— get in touch.