{"id":183411,"date":"2026-04-16T15:49:52","date_gmt":"2026-04-16T15:49:52","guid":{"rendered":"https:\/\/raed.academy\/?p=183411"},"modified":"2026-04-16T16:26:24","modified_gmt":"2026-04-16T16:26:24","slug":"escoles-de-negocis-i-intel%c2%b7ligencia-artificial","status":"publish","type":"post","link":"https:\/\/raed.academy\/ca\/escoles-de-negocis-i-intel%c2%b7ligencia-artificial\/","title":{"rendered":"Escoles de negocis i intel\u00b7lig\u00e8ncia artificial"},"content":{"rendered":"<div id=\"attachment_183317\" style=\"width: 274px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-183317\" class=\"wp-image-183317\" src=\"https:\/\/raed.academy\/wp-content\/uploads\/2026\/04\/David-Lopez-Lopez-imgcp-0.73.webp\" alt=\"David L\u00f3pez\" width=\"264\" height=\"364\" aria-describedby=\"caption-attachment-183317\" \/><p id=\"caption-attachment-183317\" class=\"wp-caption-text\">Dr. David L\u00f3pez<\/p><\/div>\n<p><a href=\"https:\/\/raed.academy\/ca\/academics\/dr-david-lopez-lopez\/\" target=\"_blank\" rel=\"noopener\"><em><strong>David L\u00f3pez<\/strong><\/em><\/a>, deg\u00e0 del programa\u00a0<strong>Full-Time\u00a0MBA<\/strong> de l&#8217;escola de negocis <strong>Esade<\/strong> i acad\u00e8mic de n\u00famero de la <strong>Reial Acad\u00e8mia Europea de Doctors<\/strong> (RAED), defensa el paper que les escoles de negocis i, espec\u00edficament, els programes MBA en direcci\u00f3 d&#8217;empreses ofereixen a un m\u00f3n on la intel\u00b7lig\u00e8ncia artificial democratitza el coneixement t\u00e8cnic i amena\u00e7a la rellev\u00e0ncia dels m\u00e0sters tradicionals al reportatge <em><strong>&#8220;IA o m\u00e1ster: \u00bfpor qu\u00e9 debo ir a una escuela de negocios?&#8221;<\/strong><\/em>, publicat pel diari econ\u00f2mic <strong>&#8220;Expansi\u00f3n&#8221;<\/strong> a la seva edici\u00f3 del passat 13 de mar\u00e7. Segons el prestigi\u00f3s <strong>Financial Times MBA Ranking 2026<\/strong>, r\u00e0nquing de refer\u00e8ncia acad\u00e8mica, el Full-Time MBA d&#8217;Esade se situa en la setena posici\u00f3 d&#8217;aquest tipus de programes espec\u00edfics de formaci\u00f3 empresarial en l&#8217;\u00e0mbit internacional.<\/p>\n<p>En conversa amb el periodista <strong>Tino Fern\u00e1ndez<\/strong>, l&#8217;acad\u00e8mic destaca que els nous empleats formats amb IA sabran molt m\u00e9s que els seus caps sobre aquesta tecnologia, per la qual cosa els directius hauran d&#8217;aprendre a liderar-los. En aquest context, les escoles de negocis es posicionen com garants de la part cognitiva, responsables de captar, crear i desenvolupar el coneixement rellevant. Per a L\u00f3pez, no es tracta ja de formar enginyers o matem\u00e0tics, sin\u00f3 l\u00edders capa\u00e7os de gestionar i liderar les possibilitats que pugui desenvolupar la intel\u00b7lig\u00e8ncia artificial a la seva empresa. En aquest sentit, els directius han d&#8217;entendre la IA en termes de biaixos, opcions, ecosistema, funcionament i, sobretot, la seva aplicaci\u00f3 a la cadena de pensament i a l&#8217;estrat\u00e8gia de negoci.<\/p>\n<p>L&#8217;expert cita exemples pr\u00e0ctics d&#8217;aplicaci\u00f3 d&#8217;aquestes eines a diverses \u00e0rees de negoci, com ara la gesti\u00f3 de personal per part del departament de Recursos Humans, pol\u00edtiques de preus din\u00e0mics al de M\u00e0rqueting, predicci\u00f3 de demanda al d&#8217;Operacions, &#8216;compliance&#8217; al de Legal o ajustos de r\u00e0tios al de Finances, entre d&#8217;altres. Aix\u00ed mateix, incideix a la necessitat de gestionar dos grups oposats a les empreses, que defineix com el dels entusiastes que fan servir la IA sense control i els que la temen o rebutgen. Per a L\u00f3pez, el directiu ha de conciliar i aconseguir una adopci\u00f3 ordenada, homog\u00e8nia i que cre\u00ef valor real de la IA. I per aix\u00f2, conclou, els programes MBA aporten una formaci\u00f3 precisa, basada en el desenvolupament del judici hum\u00e0, el lideratge i l&#8217;aplicaci\u00f3 intel\u00b7ligent de la tecnologia.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright  wp-image-95221\" src=\"https:\/\/raed.academy\/wp-content\/uploads\/2020\/10\/shutt-direccion-de-empresas-dst.jpg\" sizes=\"(max-width: 768px) 100vw, 768px\" srcset=\"https:\/\/raed.academy\/wp-content\/uploads\/2020\/10\/shutt-direccion-de-empresas-dst.jpg 800w, https:\/\/raed.academy\/wp-content\/uploads\/2020\/10\/shutt-direccion-de-empresas-dst-768x461.jpg 768w, https:\/\/raed.academy\/wp-content\/uploads\/2020\/10\/shutt-direccion-de-empresas-dst-627x376.jpg 627w, https:\/\/raed.academy\/wp-content\/uploads\/2020\/10\/shutt-direccion-de-empresas-dst-440x264.jpg 440w\" alt=\"\" width=\"768\" height=\"461\" \/>L\u00f3pez \u00e9s doctor en\u00a0Estrat\u00e8gia\u00a0Digital per la\u00a0<strong>Universitat\u00a0Internacional de\u00a0Catalunya<\/strong>, enginyer en Electr\u00f2nica i Telecomunicacions i m\u00e0ster en Direcci\u00f3 de Projectes. Tamb\u00e9 \u00e9s MBA per Esade i l&#8217;<strong>Escola de Negocis Fuqua<\/strong> de la <strong>Universitat Duke<\/strong> (Estats Units). Ha estat docent convidat a la <strong>Universitat de Xile<\/strong>, la <strong>Universitat Cat\u00f2lica de C\u00f2rdova<\/strong> (Argentina) i <strong>Universitat de S\u00e3o Paulo<\/strong> (Brasil) i recentment ha estat anomenat investigador visitant de la <strong>Universitat de Boston<\/strong> en reconeixement de la seva tasca cient\u00edfica en m\u00e0rqueting digital, comer\u00e7 electr\u00f2nic, estrat\u00e8gia i transformaci\u00f3 digital en l\u2019empresa.<\/p>\n<p>Va ingressar en la Reial Acad\u00e8mia l&#8217;octubre passat amb el discurs <strong><a href=\"http:\/\/&quot;IA o m\u00e1ster: \u00bfpor qu\u00e9 debo ir a una escuela de negocios?&quot;\" target=\"_blank\" rel=\"noopener\">&#8220;La singularitat relativa en m\u00e0rqueting: tecnologia i humanitat a l\u2019era de la intel\u00b7lig\u00e8ncia artificial&#8221;<\/a>,<\/strong> en el que analitza el concepte de singularitat i la seva evoluci\u00f3, aix\u00ed com les aplicacions de la intel\u00b7lig\u00e8ncia artificial al m\u00f3n del m\u00e0rqueting. A l&#8217;\u00e0mbit empresarial, compta amb m\u00e9s de 20 anys d&#8217;experi\u00e8ncia professional al m\u00f3n de les tecnologies de la informaci\u00f3. Ha fundat diverses start-ups i firmes de consultoria. Ha estat membre de la<strong> Junta Directiva<\/strong> del <strong>Club Marketing Barcelona<\/strong>, membre de la Junta Directiva de <strong>GrausTIC<\/strong> i vicepresident del <strong>Cap\u00edtol de Barcelona<\/strong> de l&#8217;<strong>Institut de Gesti\u00f3 de Projectes<\/strong>.<\/p>\n<h2><a href=\"https:\/\/www.expansion.com\/expansion-empleo\/desarrollo-de-carrera\/2026\/03\/13\/69b2f15de5fdeaaf548b45a6.html\" target=\"_blank\" rel=\"noopener\">Llegiu l&#8217;article<\/a><\/h2>\n","protected":false},"excerpt":{"rendered":"<p>David L\u00f3pez defensa el paper que les escoles de negocis i, espec\u00edficament, els programes MBA en direcci\u00f3 d&#8217;empreses ofereixen en un m\u00f3n on la intel\u00b7lig\u00e8ncia artificial democratitza el coneixement t\u00e8cnic i amena\u00e7a la rellev\u00e0ncia dels m\u00e0sters tradicionals al reportatge &#8220;IA o m\u00e1ster: \u00bfpor qu\u00e9 debo ir a una escuela de negocios?&#8221;<\/p>\n","protected":false},"author":12,"featured_media":95222,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[233,354],"tags":[],"class_list":["post-183411","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economiques-i-empresarials","category-tecnologies-de-la-informacio-i-de-la-comunicacio","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Escoles de negocis i intel\u00b7lig\u00e8ncia artificial - Reial Acad\u00e8mia Europea de Doctors<\/title>\n<meta name=\"description\" content=\"David L\u00f3pez defensa el paper dels programes MBA en direcci\u00f3 d&#039;empreses, en un m\u00f3n on la IA democratitza el 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