AI in Business: Understanding the Technology to Lead Strategy

This Masterclass was designed specifically for executive teams and CEOs who want to understand the potential of Artificial Intelligence within their organizations. It was structured into two sections: a first technical part, which explained the fundamentals of AI and how it works, and a second strategic part, focused on how to apply the technology to drive innovation and decision-making in the company.

In addition to the participation of experts, member companies of DCA-IA also took part—technology-driven organizations with recognized experience in Artificial Intelligence—which contributed practical use cases and complementary perspectives, offering a realistic and applicable view of AI implementation in the business environment.

Programa

Presentation Axes:

AI Fundamentals: Key concepts for decision‑making. What AI is (and is not) today. Differences between traditional AI, Machine Learning and Generative AI.
Strategic Vision: Current state and trends of AI within the business ecosystem.
Technical Implementation: Validation, monitoring and improvement of intelligent agents.
Operational Efficiency: Application of AI in industrial and production processes.
Transparency and Ethics: Key aspects of explainable AI for effective decision‑making.
Growth and Scale: Internationalisation strategies and digital business models.
Success Stories: Sharing real‑world experiences and lessons learned.
Dialogue Space: Q&A session and open discussion with the audience.

Masterclass delivered by the DCA‑AI

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Taught by:

Presenta Barbara Eisele | Ponents: Carlos Varea, Tetiana Klymchuk, Carles Soler, Pau Esteve

Barbara Eisele– Community Manager for the AI Community, DCA-IA: Holds a degree in Social and Cultural Anthropology, with additional training in Innovation, a master’s degree in communication and public Relations, and further studies in Sustainability, Entrepreneurship, and Social Impact. She has 10 years of experience in managing strategic alliances for the development and implementation of innovative projects. In 2023, she joined i2CAT to lead the activation of the Catalan startup ecosystem in artificial intelligence within the DCA-IA (Digital Catalonia Alliance, i2CAT Foundation).
Carlos Varea – CEO, Datision: he serves as CEO of Datision, a company specialised in artificial intelligence applied to the optimisation of industrial processes. He has more than 15 years of experience leading digital transformation strategies and high‑impact projects in complex production environments. He combines business vision with technological depth to turn data into tangible competitive advantages. He is currently driving the development of scalable AI solutions aimed at improving efficiency, planning and decision‑making in industry.
Tatiana Klymchuk – Co‑founder, Somia: she is the co‑founder of Somia, a company specialised in the validation, monitoring and continuous improvement of AI agents for business environments. She holds two PhDs in Mathematics, one from UPC and another from the National University of Kyiv (Ukraine), and is a lecturer in Artificial Intelligence at UIC Barcelona. She is the author of more than 14 scientific papers and has participated as a speaker in over 100 international conferences. Her career combines research, teaching and business application of AI, with a particular focus on bringing technology closer to strategic decision‑making.
Carles Soler Puig – Business Development, IThink UPC: he is a Telecommunications Engineer (UPC) and holds an MBA (ESADE). Most of his professional career has been devoted to managerial roles in technology service companies. He has been an entrepreneur, among others, as founder and CEO of EXPAI, a start‑up dedicated to explainable AI. He is currently collaborating with ThinkUPC in its Analytics & AI Unit.
Pau Esteve Creus – CEO, Soul Phigital: he is the CEO and founder of SOUL PHYGITAL®, a martech consultancy specialised in international digital business and the application of artificial intelligence for global business growth. Based between Barcelona and Shanghai, he helps companies scale their international business through advanced digital models and the optimisation of commercial processes with AI. He is an official advisor for ACCIÓ in digital internationalisation programmes, supporting companies in defining and executing their global strategy. In parallel, he is a lecturer in global digital business and innovation at UB and ESCI – Universitat Pompeu Fabra.