The Chair, which has not abandoned its focus on new technologies, has been renamed to reflect this area of society on which it is focusing: it analyses the impact of technology from the point of view of the humanities and addresses current issues related to technological innovation in cultural environments and artistic manifestations.

During the event, the rector highlighted the importance of this chair, which brings together the digital and humanities fields, and ensures that technology is transferred to other sectors. In addition, Teodomiro López thanked Telefónica for its collaboration and its contribution to training in these skills, which are so current in society. He also wanted to highlight the work of Professor Nuria Rodríguez and the incorporation into this project of the director of the E.T.S. of Telecommunications Engineering, Rafael Godoy, as well as the work done by the Vice-rectorate for Transfer, Business and Digital Transformation, in the organisation of these chairs, through the Vice-rector, Enrique Márquez, who also attended this event.

For his part, Joaquín Segovia pointed out that “this Chair arose from our commitment to education, relying on technology and innovation as vehicles for social transformation. Through today's signing, we renew this commitment and both parties recognise its contribution and the positive impact it is having on the university community. Undoubtedly, we believe that this Chair is fulfilling the knowledge transfer that the business-university alliance pursues”.

Within the framework of the Chair, during these three years multiple activities have been carried out, such as various round tables; participation in HackForGood, the largest university hackathon at national level with more than 1,000 participants and focused on providing technology-based solutions to real social problems; the organisation of the “III Fundación Telefónica Culture in Digital Forum”, which was held for the first time outside Madrid thanks to the contribution and participation of this Chair.000 participants and focused on providing technology-based solutions to real social problems; the organisation of the “III Foro Cultura en Digital” of Fundación Telefónica, which for the first time was held outside Madrid thanks to the contribution and participation of this Chair materialised in the publication Cultura en digital: innovación digital para nuevas audiencias, directed and coordinated by Nuria Rodríguez; or the first university exhibition in the metaverse "Pienso, luego habito", curated by Art History students showing works signed by ten Fine Arts students of the UMA.

Another of the lines created by this chair is called ‘Debates STEAM-H, with H for Humanities’, an activity that promotes interdisciplinary meetings between students of the UMA, and where transversal thinking is worked on as well as other soft skills such as oratory, reflection and dialectics.

This chair is part of the Telefónica Chairs Network, created in 2001. Currently, the Network is made up of 23 chairs in 25 leading Spanish universities. It was conceived as an instrument of collaboration between universities and Telefónica for the development of training, research and knowledge transfer activities, with the common objective of analysing the current situation and identifying trends in the impact of ICT on society from a “multidisciplinary” perspective. Each of these Chairs has its own specialisation and contributes to the Network becoming a “Think Tank”, a forum for thought, which promotes the dissemination and communication of results and studies.