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Helping organizations lead digital and AI-driven transformation
The AI Business Transformation Institute is a UPF Barcelona School of Management initiative created to help companies and institutions navigate their digital and AI transformation with strategic vision, academic rigour and practical impact.
We support organizations through two complementary lines of action:
Tailor-made executive education
Custom programmes designed to upskill leadership teams and professionals in artificial intelligence, data-driven decision-making, digital strategy, change management and responsible innovation.
Strategic consulting and transformation projects
Applied advisory projects to help organizations identify opportunities, define AI and digital roadmaps, redesign processes, improve decision-making and build responsible governance models.
Why work with us?
At UPF-BSM, we connect academic knowledge, business expertise and social impact to help organizations transform with purpose.
The Institute brings together experts in artificial intelligence, data analytics, digital transformation, law, strategy, innovation, operations, people management and responsible technology.
Our approach is practical, interdisciplinary and evidence-based: we do not only explain AI transformation, we help organizations make it happen.
Leadership
Chema Casas
Chair
Member of the Board of Trustees of UPF Barcelona School of Management.
Ana Freire
Director
Vice Dean for Social Impact and Academic Innovation at UPF-BSM. Director of the Master in Data Analytics for Business and founder of the Innovation and Sustainability Data Lab. Her work connects artificial intelligence, data, business transformation and social impact.
Core team
Rodrigo Cetina
Associate Dean for Education and Academic Affairs and Senior Lecturer in Law and Public Policy at UPF-BSM. His expertise brings a strong perspective on governance, regulation, ethics and public policy in digital transformation.
Giulio Toscani
Senior Lecturer at UPF-BSM. His profile combines economics, geopolitics, strategic analysis and global business perspectives, helping organizations understand transformation in a broader economic and international context.
Alexandra Abós
Lecturer and Coordinator of the Master in Data Analytics for Business at UPF-BSM. Her work contributes expertise in data analytics, business intelligence and the development of data-driven professional profiles.
Jordi Pereira
Senior Lecturer at UPF-BSM and expert in machine learning, process optimization, artificial intelligence and operations. His profile strengthens the Institute’s capacity to connect AI with efficiency, decision-making and operational transformation.
External experts
The Institute also collaborates with leading external professionals who bring complementary perspectives from business, technology, innovation and applied artificial intelligence.
Ana Jiménez Castellanos
AI expert with extensive experience in artificial intelligence, technology and education.
María Jesús Puerta
Engineer and AI practitioner applying artificial intelligence to complex technical and sustainability challenges.
Cristina Aranda
Technology consultant specialized in digitalization, big data and artificial intelligence. Co-founder of Mujeres Tech and an active voice in responsible and inclusive digital transformation.
Current projects
- Barcelona Supercomputing Center (More information coming soon)
Strategic collaboration focused on AI, digital transformation and organizational readiness.
What we offer
- AI and digital transformation diagnosis
Assessment of organizational maturity, opportunities, risks and strategic priorities. - Executive education programmes
Custom training for leadership teams, managers and professionals. - AI strategy and roadmap design
Support in defining priorities, use cases, governance models and implementation plans. - Responsible AI and governance
Frameworks to ensure ethical, transparent and legally sound adoption of artificial intelligence. - Data-driven decision-making
Training and advisory services to help organizations extract value from data. - Change management and culture
Support to prepare teams, processes and leadership for sustainable transformation.
Contact
Do you want to explore how AI can transform your organization?
Contact the AI Business Transformation Institute UPF Barcelona School of Management:
ai.institute@bsm.upf.edu