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Creating and Capturing Value Through Artificial Intelligence

Artificial intelligence has the power to transform global firms by offering new sources of advantage and innovative business models. At the same time, it unleashes disruption that will determine which players ultimately capture value. Discover its power as a catalyst of innovation, growth and competitive advantage.


Artificial Intelligence | iStock
  • Gain a stronger grasp of AI to address and exploit its opportunities.
  • Evaluate the business impact of AI, including potential sources of competitive advantage.
  • Explore real-life examples of AI integrations to better understand their core challenges and strategic benefits.
  • Assess the implications of AI from an organizational standpoint.
  • Analyze how AI shapes your role as a senior decision maker, including its ethical ramifications.

The “Artificial Intelligence for Executives” program provides participants with a broader understanding of the power of AI, including its impact on business models, sources of competitive advantage and organizational structure.

Understanding AI

  • What Is AI and How Does It Work?
  • Strengths and Weaknesses of AI
  • AI Possibilities and Limitations
  • Real-Life Examples in Global Industries

Working With AI

  • Identifying AI Opportunities and Applications
  • Planning and Implementing AI Applications
  • Process Adaptations to Integrate AI

Leading With AI

  • The 3C Framework: Competition, Capabilities and Constraints
  • Business Models, Competitive Advantage and Value Capture
  • Identifying Essential Human, Organizational, and Technological Capabilities
  • Ethical and Responsible AI

Is This Program Right for You?
“Artificial Intelligence for Executives” is designed for general managers, senior executives and senior decision makers who seek a deeper awareness of AI and how it can transform their businesses and how they need to elevate their organizational capabilities.

The program explores AI from a managerial perspective and does not require a technical background.

Participants will expand their understanding of AI applications through an engaging mix of learning methodologies, including dynamic group discussions, interactive class lectures and the case method.

Academic material and pre-readings will be sent two weeks before the start date to lay a theoretical foundation as well as maximize classroom time.

The faculty of the “Artificial Intelligence for Executives” program is made up of professionals who are involved not only in teaching but in research and the business world:

Sampsa Samila (Academic Director)
Assistant Professor of Strategic Management
PhD Mathematics, Columbia University
MSc in Mathematics and Economics, Helsinki University of Technology
Sampsa Samila teaches artificial intelligence, innovation strategy, and competitive strategy. He is particularly focused on how new technologies like AI enable new business models, the challenges of organizing to develop the capabilities and deliver the value, and how to change the mindset of executives to understand the changes brought by these new developments.
He has written a number of cases on Scribendi, Siemens, Uber, Amazon, and others. Currently, Prof. Samila is writing cases on AI business transformation in different industries. Sampsa also speaks extensively on AI and advices companies.

Prof. Samila’s research focuses primarily on artificial intelligence, innovation, entrepreneurship, and strategy. His most recent working paper tracks the dramatic increase in the demand for AI skills in the labor market and he is currently engaged in studying the causes and consequences of AI adoption in firms.

His work has been published in highly-respected journals such as American Sociological ReviewManagement ScienceResearch Policy, and Review of Economics and Statistics. His work has been discussed in Institutional InvestorSlateHuffington PostThe AtlanticHarvard Business Review, among others.

Previously, he has taught at Columbia Business School, Brock University, and the National University of Singapore.

John Almandoz | IESE Business SchoolJohn Almandoz
Associate Professor of Managing People in Organizations
PhD in Organizational Behavior, Harvard University
MA in Sociology, Harvard University
MBA, Southern Methodist University
BA in Economics, University of Dallas
John Almandoz’ background includes experience in actuarial consulting, corporate banking, and management of non-profit organizations.He has published in prestigious journals such as the Academy of Management Journal and the Administrative Science Quarterly and participates in research in entrepreneurship, institutions, and top management teams and boards of directors. His dissertation focused on the strategic and entrepreneurial implications of community and financial missions in the founding teams of local banks.

Prof. Almandoz is a reviewer for the Academy of Management Conference and ad-hoc reviewer for the Academy of Management JournalAdministrative Science QuarterlyOrganization Studies and other journals. He has presented papers at various international conferences and seminars, including at Harvard, MIT, Oxford, and the Academy of Management. He is a member of the Academy of Management, American Sociology Association, and the European Group of Organizational Studies.

Sebastien Brion | IESE Business SchoolSebastien Brion
Associate Professor of Managing People in Organizations
PhD and MS in Organizational Behavior, Haas School of Business, University of California, Berkeley
BS in Psychology, Tufts University
Sebastien Brion has taught in executive programs for firms such as L’Oreal, Santander, Nissan, NLNG (Lagos, Nigeria), and Kazakhstan Temir Zholy (National Railways of Kazakhstan). In addition, he has held a Visiting Professor position at the Tuck School of Business at Dartmouth College and has taught in executive program s for the Haas School of Business and MDE (Abidjan, Côte d?Ivoire).As part of his professional activities Professor Brion has conducted research and consulting projects in the human resources and social media industries.
In his research, Professor Brion explores the psychological effects of power, focusing on the attainment, maintenance, and loss of power in group and organizational settings. His dissertation explored how biases in the way that powerful individuals perceive their alliances with others contribute to the loss of power. In addition, he has explored the impact of overconfidence on leadership, investigating the critical distinction between leadership emergence and leadership effectiveness.
Prof. Brion’s research has been highlighted in numerous publications, including The Economist, Le Monde, DieWelt, and Valor Económico.
Josep Valor | IESE Business School Josep Valor
Professor of Information Systems
Doctor of Philosophy (Operations Research), Massachusetts Institute of Technology
Doctor of Sciences in Medical Engineering, Harvard/MIT Division of Health Sciences and Technology
Doctor of Industrial Engineering, Universitat Politècnica de Catalunya

Josep Valor teaches extensively at the senior executive level on Management Information Systems, Media Management, Management of Technology, and Strategy.In in-company training he has been involved in projects with leading organizations like the Telefonica, Ericsson, Vodafone, The World Bank, Santander, BBVA, Oracle, Sony, Technicolor, Abbott, ING, BASF, KPMG, Henkel and 3i.

His research has been published in the International Journal of Electronic Commerce, Knowledge and Process Management and he has published books on the information-telecommunications hyper-industry and Information Systems management. His current research interests focus on the impact of ITCs on competitiveness and industry structure, with emphasis on telecommunications and media.

Prof. Valor served as the conference co-chair of the 2002 International Conference on Information Systems (ICIS) in Barcelona. He also led the Spanish Prime Minister’s Task Force to devise a national strategy to promote information technology and help bring about the information society.

Javier Zamora | IESE Business SchoolJavier Zamora
Senior Lecturer of Information Systems 
PhD in Electrical Engineering, Columbia University
MSc in Telecommunications Engineering, Universitat Politècnica de Catalunya
Prof. Zamora is the academic director of the ICT & Digital Media Industry Meeting at IESE, as well as Mobile Thinking Days, a joint program with the Mobile World Capital Barcelona.
Javier Zamora’s current areas of interest are focused on Big Data, Artificial Intelligence and the Internet of Things and its impact on digital transformation. Prof. Zamora’s teaching is focused on the digital transformation of organizations through the knowledge and application of new digital technologies with special emphasis on the redesign of processes and the challenge for senior executives to develop a digital mindset.
In custom training and consulting he has been involved in projects with leading organizations such as Abertis Autopistas, Airbus, Alior Bank, Banco do Brasil, BBVA, BMW, CaixaBank, Cecabank, Cepsa, Chemo Group, Correos, Danone, Emirates NBD, Gas Natural Fenosa, Generali, HP, IBM, Indra, Liberty Seguros, Mapfre, Microsoft, Novartis, Oracle, Orange, Play, Roche, Samsung, Santander, SAP, Serunion, Telefónica, Tieto, Toshiba, and Xerox.He is co-founder of Inqbarna, a company specialized in the development of Apps for smartphones and tablets. For eight years, he was the General Manager of eNeo Labs, a company devoted to products and services for the Digital Home.
His previous professional experience includes four years as Director of Product Development at Xbind in New York, a pioneering company in video transmission over data networks, and five years researching and implementing one of the first video-on-demand systems in the US at the Center for Telecommunications Research and the Image and Advanced Television Laboratory of Columbia University. He also served in the International Standard Organization (ISO) as editor of the MPEG-4 video standard.
Javier Zamora is author of five publications in international journals and fifteen technical contributions to standard bodies. He is the author of two international patents on Digital Home architecture and services. From 2005 to 2009, he designed and taught the class “Topics in New Technologies and Business” in the international Master of Science in Information and Communication Technologies Dept. as a visiting professor at Universitat Politècnica de Catalunya.

Admission Process
The program has a four-step admission process:

  1. Participants must complete and submit the online application.
  2. The Executive Education Department will contact the participant by email to acknowledge receipt of the application. It will also provide information about the program dates, sending of prior study materials and the bank details needed to pay tuition.
  3. The participant pays tuition (payment must be made before the start of the course and before prior study materials are sent). This is an essential prerequisite for participating in the program.
  4. Two weeks before the start of the program, participants will receive an email with a username giving them access to IESE’s Virtual Campus, where initial study materials will be available.


The program fee is tax-exempt and includes academic materials and lunches. It does not include travel or accommodation expenses.

The program requires preparatory coursework, which will be made available three weeks before the start date. Payment is required in order to access this material.

Do you know about our corporate agreements and fees for multiple registrations? Feel free to ask us.

We have negotiated special fees for our participants in these hotels near to IESE’s Barcelona campus: AC Victoria Suites (Marriot) 4*Sansi Pedralbes 4*Abba Garden 4*Meliá Sarriá Barcelona 5*Upper Diagonal 4*.

Arranging Payment
We accept payments by credit card, check or wire. For more payment information, please reference your invoice.

Cancellation Policy
Cancellations received within 20 days prior to the start of the program are subject to a cancellation fee equivalent to 25% of the program fee. IESE reserves the right to cancel this edition of the program or to change the dates up to 20 days prior to its start. IESE is under no circumstances responsible for travel expenses incurred. Participants should consider travel cancellation coverage in the exceptional event that the program is cancelled or that participants are unable to attend for personal or professional reasons.


November 10-13, 2020


IESE Barcelona
Anna Vera
+34 93 253 43 95
How to arrive




  • IESE offers you the opportunity of designing a personalized development plan. With the support of an academic adviser, you will ll select at least four focused programs that address your unique interests and learning objectives. Once completed, you will receive the IESE Executive Education Certificate and become elegible to join IESE’s Alumni Association.

    Contact an adviser – Learn more about our Focused Programs portfolio and the ones that best reflect your development needs.

     Request the Executive Education Certificate – If you have already completed four or more programs and meet the requirements, you can apply for your certificate here.

  • IESE’s Executive Education Certificate offers a series of key benefits:

     Professional guidance with an IESE adviser.

    5% discount on any future focused program.

     Possibility of becoming a member of the Alumni Association, which delivers a broad array of exclusive benefits, ranging from professional support services to access to more than 300 Alumni learning sessions per year. Delivered around the world, sessions are a chance to learn and build your network.

  • To receive the IESE Executive Education Certificate you must meet the following requirements:

    Complete at least four focused programs (in English or Spanish).

    Programs must be completed within three years.

    Programs should amount to a minimum of 13 days of learning. You can view the focused programs calendar here for a list of available programs.


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Need more information?

Come visit us and we will answer all of your questions.
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IESE Barcelona – enfocadosbcn@iese.edu – (+34) 93 253 42 00

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