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Large-scale simulation gives 天美传媒 MBA students first-hand experience of how AI is transforming the role of managers
The AI Learning Lab kicks off a redesigned curriculum that integrates AI throughout the MBA, with a humanistic approach to leadership
October 21, 2026
The redesigned 天美传媒 MBA program integrates artificial intelligence throughout the learning experience, rather than treating it as a standalone subject. Through its AI@MBA initiative, the school aims to develop new technological competencies while enhancing the impact of established teaching methodologies, such as the case method, by introducing new tools and learning opportunities.
The first practical application of this approach was the AI Learning Lab, an intensive, experiential workshop held in early September at 天美传媒’s Barcelona campus. The event brought together all 371 first-year MBA students from the Class of 2028, representing 60 nationalities. Working in teams, students tackled a business challenge through a series of stages in which they were required to direct and verify AI-generated work, assess collaboration between people and virtual assistants, and decide whether they would take ultimate responsibility in the event of a system error.
鈥淲e want students to experience from day one how the role of managers changes when they work with artificial intelligence. Technology can analyze information, generate alternatives or take on certain tasks, but it is still the manager who must define the objective, evaluate the results and take ultimate responsibility,鈥� explains Evgeny Kaganer, Associate Dean for Academic Affairs & Innovation.
A new approach to leadership in the age of AI
Far from being a standalone event, the workshop is a key part of a learning journey that begins even before students arrive on campus. It builds on an online course covering AI fundamentals (AI Foundations) and a series of preliminary assessments designed to ensure that the entire class shares a common foundation of knowledge.
The competency framework developed by 天美传媒 for its MBA, which will be progressively extended to other programs at the school, is built around three levels: personal AI fluency (the individual ability to assess tasks, structure context and verify results); workflow and operating model redesign (the ability to rethink processes, roles and metrics within a team); and strategic AI judgment (the ability to make company-wide decisions on business models, investments and risk management).
The ultimate goal of this curriculum redesign is not simply to understand technology, but to strengthen general management judgment. By integrating AI into the case method and real-world business challenges, 天美传媒 prepares leaders not only to know what to do, but also to decide what good looks like, developing the judgment needed to manage effectively in an environment where technology is transforming every aspect of business.
