EAE Barcelona examines the challenges of integrating AI into business strategy at its 4th International Annual Congress

• The 4th International Annual Congress brought together 35 researchers from 6 countries and featured 31 academic presentations on business transformation, innovation and sustainability. 

EAE Barcelona held the fourth edition of its International Annual Congress, an event that focused on the challenges of integrating artificial intelligence (AI) into business strategy and the need to connect technology with the social sciences and management.

The opening day featured a round table entitled Transdisciplinarity in the Age of AI: The Convergence of the Exact Sciences, Social Sciences and Strategy, with Eva Linder, an expert in international business and business transformation; José Abad Peiro, Global Technologist at HP; and Manu Monasterio, a lecturer specializing in artificial intelligence, the metaverse and immersive marketing. Moderated by Armando Salvador, the Director of EAE Barcelona’s Master in Marketing & eCommerce, the discussion examined the pace of AI adoption, its impact on efficiency and the need to adapt organizational culture and business processes. 

An international congress focused on business transformation 

The institutional opening event featured Pilar Saura, Dean of EAE Barcelona and President of the EAE Research Center for Business Trends, and Samer Ajour El Zein, Vice-Dean for Research and Chair of the Congress Scientific Committee.

The first day also included a talk by Félix Oscar Socorro Márquez, an academic affiliated with the Complutense University of Madrid and EU Business School, on new perspectives for generating innovative ideas.

Running from 14 to 16 October and focusing on the theme The Synergistic Enterprise: An Integrative Approach to Sustainable Business Success, the congress brought together 35 lecturers and researchers from 10 universities and 6 countries, with a program featuring 31 academic presentations on AI, digital transformation, the circular economy, competitiveness, sustainability, and new leadership and management models.

Organized by EAE Barcelona through its EAE Research Center for Business Trends, the event promotes applied research and knowledge exchange between academia and the business world to tackle the key challenges facing organizations.