
Lorena Blasco-Arcas is a Full Professor at ESCP Business School and the co-founder and director of TRACIS (Transformative Research on AI for Companies, Individuals, and Society), a research center dedicated to advancing knowledge at the intersection of artificial intelligence and societal transformation.
A renowned academic expert in marketing and emerging technologies, her research focuses on consumer experiences and engagement in digital environments, as well as the organizational and societal impacts of artificial intelligence and other cutting-edge technologies. Professor Blasco-Arcas is widely published in leading scientific journals, with several of her research projects earning international accolades. She actively contributes to global academic discourse, serving on the board of the Service Research area of the American Marketing Association (AMA SERVSIG). A strong advocate for pedagogical innovation, she specializes in active learning methodologies and is currently exploring the integration of generative AI in education to enhance teaching and training outcomes.
With extensive international experience, Professor Blasco-Arcas frequently collaborates on executive training and consulting programs, delivering courses and seminars for institutions and organizations across Spain, the United Kingdom, Germany, France, Italy, the United States, Mexico, Dubai, Costa Rica, and Vietnam.
She earned her Ph.D. from the University of Zaragoza, where she also served as an Assistant Professor at the Faculty of Business and Public Management.
Academic Articles
2025
Computer vision in branding: A conceptual framework and future research agenda
JOURNAL OF BUSINESS RESEARCH, 193, 115329
Media
2025
A roadmap to help organisations avoid failure in AI
LSE Business Review
Academic Articles
2024
Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes
JOURNAL OF SERVICE RESEARCH, 27 (2), 231-249
Conference Presentations
2024
The role of extended realities in consumer well-being
University of Zaragoza
Conference Presentations
2024
Computer vision in branding: A review and future agenda
University of Zaragoza
ESCP Impact Papers
2024
AI in business: The ART of navigating the tensions between business and social objectives
ESCP Impact Papers, 2024-49-EN
ESCP Impact Papers
2024
Strategizing AI: A framework for aligning technology with humanity for transformative impact
ESCP Impact Papers, 2024-53-EN
Academic Articles
2023
Leveraging user behavior and data science technologies for management: An overview
JOURNAL OF BUSINESS RESEARCH, 154
Conference Proceedings
2023
I Don't Envy You: Exploring the Effects of Human vs. Virtual Social Media Influencers on Consumer Well-Being
Global Marketing Conference
Other Intellectual Contributions
2023
New technologies and the future of individuals, organisations, and society
ESCP Impact Papers