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.