Debate at CEU Chamber Campus on AI Ethics as a Key to Competitiveness for Alicante Companies

CEU Chamber Campus, the business school created by the CEU Cardenal Herrera University and the Alicante Chamber of Commerce, gathered experts in artificial intelligence and human resources, along with prominent entrepreneurs from the province, to discuss the opportunities and challenges AI presents in team management and the business sector, such as the importance of ethics in its application and the impact it will have on business structure and management in the near future.

The event was attended by Carlos Baño, president of the Alicante Chamber of Commerce, Higinio Marín, rector of the CEU Cardenal Herrera University, and Ana Poquet, councilor of the Alicante City Council, who inaugurated the session.

During the day, participants agreed that AI must be integrated ethically, gradually, and accessibly to avoid digital divides and ensure that both large and small companies can benefit from this disruptive technology. As the market digitalizes and automates, organizations that do not adopt AI risk losing competitiveness.

Among the most notable conclusions of the meeting, experts emphasized the need to adopt a gradual and ethical approach to AI implementation in companies. According to David Aguado, the hasty adoption of this technology could create more problems than solutions, so it is crucial for organizations to carefully evaluate its benefits before integrating it into their processes.

Additionally, it was emphasized that institutions and organizations must play an active role in the development and management of AI, ensuring that both entrepreneurs and employees are trained to use it effectively. In this regard, employees were recommended to develop not only their technical skills in the field of AI but also transversal skills such as teamwork, communication, and critical thinking.

One of the main challenges highlighted by the attendees was the risk that the digital divide could prevent some companies, especially smaller ones, from benefiting from the advantages of AI. Experts advocated ensuring that small and medium-sized enterprises have access to the resources and training necessary to integrate AI into their production processes. Isabel Aranda, Work Psychology spokesperson of the Official College of Psychology of Madrid, emphasized that it is essential for this technology to be accessible not only to large corporations but also to SMEs, which represent an essential part of the business fabric of the province of Alicante.

According to José Amiguet, Dean of Humanities and Communication at CEU UCH, "artificial intelligence can be a key tool to improve the competitiveness of small businesses, provided they are given the necessary support for its adoption." Amiguet also noted that organizations that do not adapt to advances in AI risk falling behind, not only locally but in an increasingly digitalized global context.

In addition to the need for ethical and equitable adoption, another recurring theme was the potential of AI to boost business competitiveness. Experts pointed out that by automating routine tasks and optimizing processes, AI can free up time and resources for employees to focus on higher value-added tasks, which in turn could lead to increased productivity and efficiency. However, it was also highlighted that the implementation of AI should not be seen as a panacea.

Óscar Cortijo, Director of People at CEU Cardenal Herrera University, warned that "AI will not solve all business problems overnight, but it can be a powerful tool if used appropriately." In this regard, he recommended that companies adopt a long-term strategy for AI integration, including both employee training and the development of an organizational culture that fosters innovation.

The meeting concluded with a clear message: artificial intelligence is set to transform the business fabric of Alicante and beyond. However, its implementation must be responsible, gradual, and equitable, ensuring that no company or group is left behind in this technological revolution. The adoption of AI, experts concluded, is not just an option but a necessity for organizations that want to remain competitive in the future.

Experts and entrepreneurs: an enriching dialogue The event featured the participation of prominent experts in the field of AI and human resources, as well as the intervention of entrepreneurs from the province of Alicante.

Among the speakers were Óscar Cortijo, Director of People at CEU Cardenal Herrera University and one of the main promoters of this initiative; Javier Cantera, President of the People and Companies Foundation and President of Auren; Isabel Aranda, consultant and university professor, as well as Work Psychology spokesperson of the Official College of Psychology of Madrid; and David Aguado, professor at the Autonomous University of Madrid. On the part of the entrepreneurs, Jesús Navarro Alberola from Carmencita, Rubén García Medina, CEO of Avincis, Rafael Hierro, CEO of Juinsa, Silvia Castejón from Grupo Nou Manolín, María José Rocamora from Alicante Urbana, María Miñano MG Wines, Carlos Ruiz Alcaide and Julian Lorenzo, CEO and AI specialist of Laberit respectively, Fernando Giner Grima, Economist and Business Consultant, Iñaki Bilbao, Spain MBD Lead of Amazon, Carlos Galán, Managing Partner of Termogama, and Alejandro Tagliaferro, CEO of IBINN, participated.