Infinite AI: A world in transformation

AI for meaningful impact has been the goal ever since it became a non-negotiable part of our lives. Since it is here to stay, the challenge is clear: make it responsible.

Following Esade’s participation at 4YFN Barcelona, held during Mobile World Congress 2026, one shared realization stands out. While AI is already helping us in countless ways, ensuring its safety and ethical use is ultimately our responsibility. If we fail to prioritize this, the consequences may arrive sooner than expected.

During the event, Ana Valenzuela (Full Professor, Department of Marketing), Esteve Almirall (Professor, Department of Operations, Innovation, and Data Science), and Liliana Arroyo (Director of the Chair for Socially Responsible Digital Innovation, SoReDi) at Esade reflected on a crucial idea: despite the uncertainty, we remain the creators and developers of AI systems. Their direction —whether beneficial or harmful— depends on us.

Redesigning business models

We opened 4YFN Barcelona with Esteve Almirall’s presentation, “From Apps to Agents: Your next teammates will be AI“. The rise of autonomous AI agents—capable of acting, deciding, and reshaping operations—is redefining how organizations adopt technology.

“Organizations will be composed of humans and agents,” he stated. Not long ago, this idea seemed implausible. Today, it is difficult to find a company—or even an individual—who does not rely on AI tools.

Rather than focusing on fear, Almirall emphasized a key principle: “Humans define organizations, not agents.” This is a crucial reminder. We design, build, and guide these systems; we cannot delegate our reality to them. Even amid disruption, organizations can adapt while remaining grounded in their purpose: humans are still the ones who create, decide, and shape.

Rediscovering what moves people

Ana Valenzuela brought a different perspective with her session “AI for Marketers: Can an Algorithm “move” your Costumer?” While AI has significantly enhanced marketing optimization, it has also shifted competition toward trust, emotional resonance, and relevance.

Brands are no longer judged only by people, but also by algorithms.

“We have to understand that artificial intelligence is, at its core, a set of data,” she explained. While it is transforming both businesses and everyday life, its true value lies in how we use it to create meaningful customer experiences—ones that expand people’s lives rather than constrain them.

The challenge, then, is not just to use AI, but to shape it into a tool that genuinely connects with audiences.

Designing prosocial AI

Liliana Arroyo addressed an emerging global issue: unwanted loneliness among young people, and the complex role AI plays as both a potential solution and a contributing factor.

In her presentation, “From Engagement to Belonging: Rethinking Algorithms for a ProSocial Digital Future”, she highlighted how AI is influencing not only our digital environments but also our personal lives. This raises an essential question: why isn’t this technology doing more to support human well-being and social connection?

Our goal should be to ensure progress that is both healthy and conscious. AI is not just transforming businesses; it is becoming embedded in human life. As such, it must be designed with a prosocial purpose.

“If we connect this algorithmic capacity with a genuine commitment to belonging and social cohesion, we could gain enormously in terms of values and tolerance,” she noted.

A globally aligned effort toward healthier, more human-centered technology could foster a stronger sense of unity—one that enhances connection rather than diminishing it.

The future of AI is not just technological—it is deeply human, and it is ours to shape.