Digital leadership


“The overall theme of the Digital Leadership Research Axis is “Artificial Intelligence (AI) in company ecosystems. In association with BSB’s dominant research fields, the Research Axis aims to study the challenges involved in implementing AI in various Management Sciences fields in light of the 2030 Agenda for Sustainable Development, adopted in 2015 and setting out 17 goals.

The scientific project is focused, among others, on the following issues:

  • Collaborative economics: multi-faceted digital markets, algorithms for discovering connections
  • Ethics and Artificial Intelligence
  • Innovation: Artificial Intelligence and Machine Learning in Research & Development
  • Automatizing marketing: automatically exploiting data in order to design interactions during a client’s journey, adapting the content and/or supply as a factor of the client’s behavior, emotional state, and intentions, predictive analysis, psychological analysis of the consumer’s journey
  • Robotics: exploring the (psychological) adoption of autonomous virtual-assistant systems such as Siri or Alexa, or of neural networks such as Google’s DeepMind, human-machine interactions

Axis members



Djamchid Assadi
Axis coordinator
+33 (0) 380 725 900