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7th Esade Alumni Middle East Annual Meeting

Rewriting Strategy: How AI is Challenging the Rules of Business
Dubai

On Saturday, February 7th, the skyline of Dubai’s Business Bay served as the backdrop for a gathering that was as much about human connection as it was about technological disruption. The 7th Esade Alumni Middle East Annual Meeting brought together a vibrant community of alumni from across the Gulf Region at the Radisson Blu Hotel Dubai Canal View to explore a theme that is currently redefining the global landscape: "Rewriting Strategy: How AI is Challenging the Rules of Business."

A Morning of Insights and Intellectual Rigor

The day commenced in the DHOW Ballroom with a warm welcome from Federico Ruiz (EMBA '17), President of the Esade Alumni Dubai Chapter, and Olaya García-Lancha (MBA '01), Director of International Alumni at Esade. Their opening remarks set a tone of purpose, emphasizing that in an era of rapid technological change, the "Esade spirit" of lifelong learning and ethical leadership is more relevant than ever.

The intellectual core of the morning featured a high-level panel discussion: “AI at Work: Powering the Future of People and Organizations.” Moderated by Olaya García-Lancha, the panel featured Magda Dávila (Lic&MBA '06), CEO of Clarity AI for Middle East & APAC, and Amit Keswani (MBA ’20), Chief Omnichannel and AI Officer at Chalhoub Group, alongside Omar Puertas.

Dubai

During the panel discussion, Magda Dávila (Lic&MBA '06) and Amit Keswani (MBA ’20) explored how AI is not merely an automation tool but a catalyst for organizational transformation. The conversation shifted the focus from fear of replacement to the expansion of human potential, suggesting that as AI handles structured workflows, the human role becomes more about imagination, adaptability, and high-impact decision-making.

The academic highlight was undoubtedly the keynote session by Omar Puertas, Professor al Esade Law School, Partner at Cuatrecasas and AI expert. His talk, "The Double-Edged Algorithm: AI’s Impact on Companies and People," challenged attendees to look beyond the hype.

Puertas’s insights sparked a profound reflection among the audience: just as the Industrial Revolution didn’t make human physical health obsolete—leading instead to the birth of modern fitness—the AI revolution will not diminish the need for human intellect. Instead, it will push the professional community to "train" their minds harder, staying curious and deeply human to stay ahead of the curve.

Marc Puertas

 

From Algorithms to the Al Marmoom Dunes

After a closing address by Iñaki Ocaña (Lic&MBA '06), Global Relations Director at Esade Alumni, and a networking lunch, the atmosphere shifted from the boardroom to the desert. This transition was a deliberate part of the meeting’s design: a reminder that the most lasting business relationships are often forged outside of formal settings.

The afternoon social activity took the group deep into the desert for a safari that balanced adrenaline with tradition. Between buggy rides and, alumni from diverse backgrounds and graduation years found the space to strengthen existing bonds and build new ones. The evening concluded with a traditional dinner and fire shows, providing a high-energy finale to a day of intense learning.

As the 7th Annual Meeting ended, the consensus was clear: the future of business in the Middle East belongs to those who view AI as a partner rather than a competitor. By the time the attendees departed, they carried with them more than just technical insights; they left with a renewed commitment to the curiosity and connection that defines the Esade Alumni community across the globe.

Dubai

 

They were there

Javier Baena (Part Time MBA 07) Global Commercial Director en Schneider Electric

“The Esade Alumni Middle East gathering reminded us of something essential: the greatest breakthroughs happen when humans and AI work together, combining expertise with intelligent systems through structured, thoughtful workflows—especially in complex and high‑impact environments.

A reflection that stayed with me: As AI grows more capable, some fear it may reduce our need to learn. But history — and human nature — suggest the opposite. When machines took over physical labor, we didn’t stop caring about our bodies. We created gyms. We trained harder. Not to outperform machines, but to live healthier, fuller, more resilient lives. AI will do the same for our minds.

It will challenge us to keep learning, not because we must compete with algorithms, but because continuous learning is how we stay imaginative, adaptable, and deeply human. AI won’t diminish our potential — it will expand it.

The future belongs to those who stay curious”.

Eva Solé (MBA’ 97), Member of Esade Alumni Dubai Chapter

“One of the best academic experiences I’ve had in recent times. The panel discussion was highly engaging, followed by a truly inspiring session led by Esade’s AI expert, professor Puertas. We concluded the event with a desert excursion, which provided great opportunity to build new relationships and strengthen existing ones”.

Magda Dávila (Lic&MBA '06) CEO Middle East & APAC in Clarity AI

“The 7th anual Esade Alumni gathering was time well spent. It immersed me in the learning mindset from the start, both during the panel I was part of as well, as during Omar’s master class on AI tech! It was also very rewarding to connect with diverse alumni from all sorts of countries and backgrounds over a desert safari and dinner”.

Daniele Francilia (Gestión Internacional 09), Owner DF Management services

“Incredible session on AI transformation by Omar Puertas and an inspiring panel featuring Magda Dávila and Amit Keswani! The day ended on a high note with a desert safari—from the adrenaline of the buggy rides and camel and horse rides to the fire shows and a great dinner, it was the perfect Esade Alumni experience”. 

 

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