Esade brings the crucial conversation about human criteria and leadership in the AI era to 4YFN 2026
Esade is once again the official academic partner of 4 Years From Now (4YFN) and augments its presence with its first-time participation in Talent Arena, two of the main events focused on enterprise, innovation and digital talent at this year’s Mobile World Congress. Heralding the slogan “AI for Meaningful Impact”, Esade will spearhead the conversation about connecting technology, business and humanism on the basis of the conviction that AI can only generate real value if it embraces human criteria, responsibility and purpose.
“Addressing the humanistic, social and environmental implications of AI is not an option – it’s a responsibility. At 4YFN, Esade confirms its commitment to talent, technology and enterprise as driving forces of real impact, championing innovation underpinned by critical thinking and responsible leadership and able to make positive, lasting change in society,” explained Daniel Traça, Esade general director.
Artificial Intelligence, leadership and the human touch
One of the main topics addressed in the sessions organized by Esade is the migration of applications to AI agents, a change that is overhauling how companies operate and take decisions. Esteve Almirall, Irene Unceta, Marc Torrens and José Antonio Rodríguez, professors in the Esade Department of DATA (Data, Analytics, Technology and AI), will examine in different sessions how human criteria, supervision and responsibility can be incorporated into increasingly automated scenarios, with the participation of Sergi Bastardas, OrbioAI founder and CEO; and Migle Laukyte, professor of AI and Law at UPF and a member of the European Group on Ethics in Science and New Technologies.
The impact of AI on leadership, marketing and business decision-taking will also be addressed. One discussion will examine the extent to which algorithms influence consumer behavior, with the participation of Ana Valenzuela, professor of Marketing at Esade; Salome Gozalishvili, CRM & lifecycle marketing leader at Candy Crush Saga (King / Xbox), and Javier Recuenco, CSO & founder of Singular Solving. Their insights will be complemented by contributions from Daniel Traça, Esade director general, and Lisa Hehenberger, dean of Esade Business School, about responsible leadership and new forms of funding for entrepreneurship.
In addition, Esade will take a look at the digital trends shaping investment in 2026. Davide Rovera, manager of eWorks, will offer insights into the technologies and business models likely to catch the eye of investors, and the part played by start-ups in the next growth phase. The program will end with a discussion of digital well-being and the impact of algorithms on younger generations, with the participation of Liliana Arroyo, an expert in digital innovation and social impact and a professor and researcher at Esade, in conjunction with Alison Lee and Marisol Jiménez, researchers at The Rithm Project.
Inspiring future leaders in the AI era
The adoption of a humanistic, responsible mindset with regard to tech innovation is an approach also reflected in the Esade programs designed to deliver a strategic understanding of AI: La inteligencia artificial en los negocios, Rethinking Business with AI, Master in Digital Business, and senior management programs such as the Executive MBA. In addition, Esade was one of the first business schools to offer university degrees in AI for Business, with the double degree Bachelor in Business Administration & Bachelor in Business and Artificial Intelligence designed to prepare professionals capable of incorporating AI into data-based, strategic decision-making, without sidelining critical thinking or positive impact.
Esade’s participation in the Mobile World Congress underscores its desire to contribute to the global conversation about the future of the digital economy, upholding a view of AI in which tech developments advance in step with human criteria, ethical leadership and collective well-being.
