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Professor of Innovation Strategy at the Faculty of Economics of the University of Navarra and international guru of business leadership and management techniques, Alejandro Ruelas-Gossi (Mexico City, 1961), predicted this afternoon in Valladolid what companies will look like. in thanks to the new technologies and in particular the development of artificial intelligence (AI), the next decade will be achieved thanks to the new technologies and in particular the development of artificial intelligence (AI), which, as he assured, will not take away people’s jobs, but “will only destroy jobs that don’t fit the people.” People who don’t think about it.”
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In statements to Ical before addressing a conference organized by the Schola Foundation and the Economic Forum of Castile and León this afternoon, Ruelas-Gossi stressed that the future of business involves what he calls “thinking work”, recalling that AI has already gone beyond that. At the level at which the machine itself makes decisions, “there will always be a human’s mind behind it.”
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In turn, he defended that, despite the trend that has prevailed over the last fifty years, business strategy must be forward-looking and not backward-looking. So he explained that companies that tell their customers what to do and try to be better than the competition are going “backwards,” while those that choose a forward-looking strategy and try to get ahead of the future to be ahead are the ones who decide to make it happen. In this sense, he cited Henry Ford as an example, emphasizing how he revolutionized the automobile industry after analyzing technological developments and the current economic situation, “by betting on a manufacturing model that no one could have imagined.”
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At the same time, he explained that the most successful companies of the last 200 years had three characteristics: they were the most expensive in the segment in which they operated; They build extremely valuable businesses around themselves and are able to move consumers when they use their products.
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For Ruelas-Gossi, the “low-cost” culture only destroys values and suggests separating the word competitiveness from cheap and associating it with high value, since the most successful companies in history, like Apple, “do not sell cheap”. “If a company is doing well while people are doing poorly, that is a very bad sign,” he warned.
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As an example, Ruelas-Gossi pointed to Zara, emphasizing that Amancio Ortega’s empire had nothing to do with a “low-cost” company, as it managed to offer its customers catwalk clothes at affordable prices, and therefore a completely different business model to launch an “impressive” design team capable of orchestrating fashion from around the world. “Zara’s greatest achievement is introducing a new way of thinking,” he said.
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In addition, he drew what Zara stores will look like in five or ten years, pointing out that the changing rooms will be replaced by augmented reality systems in which an avatar anthropometrically corresponding to the customer will be slipped onto the clothes This artificial intelligence knows that he might like it. In addition, he announced that thanks to the perfect anthropometry system, sizes will disappear and that once the specific garment has been selected, it will be produced immediately thanks to 3D printers. “In addition to artificial intelligence, augmented reality and virtual reality are also needed for this entire process. “This is the future and a lot of people need to think about this future,” he explained.
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