Meeting with Paco Salcedo, President of Microsoft Spain
On Thursday, 29 January, we will host a Deusto Business Alumni Meeting with Paco Salcedo, President of Microsoft Spain, featuring a presentation entitled Frontier Firms: Redefining Global Competitiveness, in collaboration with PwC.
The discussion will be moderated by Macarena Cuenca, Dean of Deusto Business School.
The session will explore how artificial intelligence is driving a profound transformation in the economy, with the emergence of Frontier Firms: organisations that adopt AI and intelligent agents to optimise processes and accelerate innovation. These agents enable the automation of complex tasks and enhance real-time decision-making. Collaboration between humans and technology becomes central to creating more personalised products and services, increasing productivity, streamlining processes, and strengthening digital resilience. This shift not only redefines business structures but also establishes new standards of competitiveness in global environments, where agility and adaptability are essential.