The academic alliance between ADEN and Euncet: an unforgettable experience in Barcelona connecting artificial intelligence, leadership, and the future of business.

Barcelona was the stage for the International Workshop between ADEN and Euncet, an experience that brought together artificial intelligence, leadership, and business future in a transformative academic and human encounter.

Barcelona, September 2025. The city once again became the stage for international innovation and learning with the International Workshop on Artificial Intelligence applied to business, an academic event that brought together students from ADEN International Business School and Euncet Business School – a university centre affiliated with the Universitat Politècnica de Catalunya (UPC). Over three days, from 8 to 10 September, Barcelona witnessed a unique exchange of knowledge, emotions, and experiences that marked a turning point in the participants' educational journey.

A strategic collaboration with a forward-looking vision

The alliance between ADEN and Euncet is no coincidence. Both institutions share the belief that the business leadership of the future cannot be understood without education that combines academic rigour with practical experience. At a time when artificial intelligence is radically transforming the rules of the game, the challenge is to prepare executives to manage uncertainty and turn technology into a strategic ally.

Dr Gabriel Gustavo Maresca, Director of Executive Education at Euncet Business School, expressed it clearly: “Ingenuity and talent remain essential qualities to communicate to AI those ‘magical’ instructions called prompts, which, when formulated effectively, open up a new field of possibilities in business.”

This shared vision has made the International Workshop much more than a seminar: it has become a hands-on experience that enhances both technical knowledge and interpersonal skills.

Three intensive days of learning and networking

The workshop's academic programme was carefully designed to offer students a complete immersion into the challenges posed by artificial intelligence in the business world.

• On Monday 8 September, students were welcomed at the Barcelona Can Dragó Campus, where they participated in an inaugural networking session that broke the ice and fostered connections among participants from over 25 nationalities. The first day featured two highly impactful presentations: “Intelligent Management: Leading Transformation with AI,” delivered by expert Noelia Hurtado, and “Living and Working Better with AI” by Carles Argemí. Both talks prompted deep reflections on the role of technology in improving quality of life and transforming leadership styles.
• On Tuesday 9 September, the agenda focused on analysing the limits and opportunities of AI. Lawyer Rodolfo Tesone delivered the lecture “What We Can and Cannot Do with AI,” highlighting the need for ethical and legal regulation aligned with new challenges. Later, consultant Marc Cruells explored how to optimise productivity in his talk “Work Less and Achieve More with AI.” The day concluded with Sergio Gómez’s presentation on “Technology, Conflicts, and International Relations,” followed by a highly immersive activity: a visit to Alfa5 XR Sports, the world’s largest digital entertainment centre dedicated to immersive sports. Students experienced firsthand how the fusion of sport, technology, and immersive culture opens a horizon of unexpected possibilities.
• On Wednesday 10 September, the final day combined academic rigour with personal reflection. Engineer Ana Fernández from Roche delivered a talk on “AI Integrated into Project Management in Complex Environments,” while Sergio Gómez led the session on “Applied Conflictology: Group Dynamics.” The event concluded with a closing ceremony at the UPC School of Industrial Engineers, followed by a farewell cocktail where students and faculty shared the emotion of having lived a transformative experience.

An experience that goes beyond academics

Beyond the lectures and formal activities, what students most enthusiastically highlight is the shared experience. Barcelona, with its vibrant cultural, gastronomic, and architectural offerings, became the perfect setting to forge friendships and professional networks that will undoubtedly endure over time.

“What impacted me most was not only what I learned in the classrooms but the feeling of building a global perspective on the future of business together,” said a student from Argentina. Another participant from Colombia added: “At Alfa5 XR Sports, I felt the boundary between leisure and innovation disappear. It was like peering into the future.”

Ethics, leadership, and humanity in times of AI

One of the aspects most valued in the workshop was the opportunity to openly discuss the ethical limits of artificial intelligence. Contributions from experts in law, management, and technology offered complementary perspectives, yet all agreed on one key point: AI cannot replace human sensitivity, empathy, and creativity.

This message resonated deeply with the students. Many expressed that they return to their countries with the conviction that true leadership does not lie in mastering algorithms, but in knowing how to integrate technology responsibly and with human judgment.

An academic bridge between Europe and Latin America

The collaboration between ADEN and Euncet demonstrates the power of uniting two complementary academic traditions: ADEN’s global and pragmatic vision, with a presence in numerous Latin American countries, and Euncet and UPC’s academic rigour and connection to technological innovation in Europe.

This academic bridge not only opens opportunities for mobility and exchange but also reinforces the idea that future challenges are shared and that international education is the best tool to address them.

A transformative journey

The International Workshop on AI in business organised by ADEN and Euncet was not merely an academic event, but a life-changing experience. Students found answers to their questions, but also new questions that motivate them to continue exploring. They discovered that artificial intelligence is not an end in itself, but a means to reimagine the way we live, work, and lead.

The palpable emotion at the closing ceremony was the best proof of the initiative’s success: applause, hugs, promises of future meetings, and the certainty that each participant returns home not only with more knowledge but with a renewed vision of the world and their role within it.

In short, the alliance between ADEN International Business School and Euncet Business School has resulted in an academic and human experience that will be remembered by students as a milestone in their professional journey. Barcelona, with its cosmopolitan charm, witnessed and shared in a transformative journey that will forever shape the future of these emerging leaders.