Artificial intelligence is transforming how businesses operate, understand their customers, and identify new business opportunities. For those preparing to enter the professional world, the challenge goes beyond simply learning how to use these tools: it involves understanding how to apply them strategically to make better decisions, solve problems, and generate value.
That is one of the central ideas of Dr. Virginia González-Cos Alcocer, full-time professor of Business at our sister university Arkansas State University Querétaro within Elisia Education Hub, she raises the issue in his article “Artificial Intelligence: opportunities to create businesses and transform work” for the newspaper Milenio.
Her reflection stems from a reality that is already part of our daily lives: Artificial Intelligence is not a distant technology. It is present in virtual assistants, applications, cars, and an increasing number of processes within organizations. But instead of discussing the jobs it could replace, Dr. González-Cos suggests also considering the opportunities this transformation is generating.
From a need to a business opportunity
Technology alone does not create a good business.
In her article, Dr. González-Cos points out that both entrepreneurship and intrapreneurship share an essential element: understanding the consumer. Needs are constantly changing due to economic, social, cultural, and technological factors; learning to observe these changes allows us to identify unresolved problems and turn them into opportunities for innovation.
Artificial intelligence can play a significant role in this process. From analyzing vast amounts of data and studying the competition to identifying consumer profiles, estimating markets, locating customers, automating processes, and detecting behavioral patterns, its applications can help organizations make more informed decisions. But there is a crucial difference between using technology and knowing how to use it effectively.
As the doctor explains, adopting a tool simply because it’s trendy doesn’t necessarily generate value. A company should begin by identifying a specific need and then selecting the appropriate technology to address it.
Prepare for a professional world that is also changing
The transformation also extends to employment.
Rather than presenting a scenario where Artificial Intelligence simply replaces people, the article envisions an environment where certain routine tasks can be automated while new functions related to data, intelligent systems, and emerging technologies appear. The challenge will lie in developing the capabilities to work alongside these tools.
Adaptability, strategic thinking, analysis, collaboration, effective communication, change management, and continuous learning will be among the skills needed to thrive in increasingly automated professional environments. And this is precisely where universities play a crucial role.
According to Dr. González-Cos, university preparation cannot be limited to the technical mastery of new platforms. It must also help students understand when, how, and why to use them, considering their economic, social, and ethical implications.
Professional experience brought into the classroom
This perspective is built upon a trajectory that directly connects academia with the business world.
Dr. Virginia González-Cos Alcocer has over 25 years of experience working with companies in marketing and two decades of teaching experience. Her areas of interest include market research, marketing, sales, and strategic planning.
Throughout her academic career, she has served as a postgraduate thesis advisor on 25 occasions and as an evaluator of global entrepreneurship projects linked to MassChallenge International and the Wadhwani Foundation. She holds a doctorate in Management and Marketing and is currently a full-time faculty member in the Business Department at Arkansas State University Querétaro.
Her experience allows her to address topics such as Artificial Intelligence, entrepreneurship, consumer behavior or strategy not only from theory, but from questions that companies and professionals are already facing.
Learn from teachers who know the world you are going to face
Choosing a university also means choosing who you will learn from.
Professors can become a bridge between the concepts you study today and the decisions you’ll have to make tomorrow. When those in the classroom have professional experience, research, involvement in business projects, and specialized knowledge, academic discussions can go beyond memorizing models or tools. They allow you to question how these concepts work in real-world situations.
At Texas State University Querétaro, and the other universities within the Elisia Education Hub, the university experience aims to connect students with professors who can offer perspectives built from both academic and professional experience. Dr. González-Cos exemplifies this connection: a professor who analyzes the changes already transforming businesses and translates them into relevant questions for those preparing to participate in them.
Because in an environment where technology will continue to change, knowing the latest tools will be important. And learning to think strategically in the face of change will be even more valuable.
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