Source:
- IE University – Insights, Published on October 15th, 2024.
By Francesco Derchi
Purpose is a strategic tool for driving innovation, competitive advantage, and addressing AI challenges, writes Francesco Derchi.
Since the early 2000s, technology has dominated discussions among scholars and professionals about global development and economic trends, with the first wave of research regarding the internet’s impact on firms and society focusing on the enabling potential of technologies. The concept of “digital revolution,” as popularized by Nicholas Negroponte, became the new paradigm for broader considerations about the development of the firm’s macro environment, and how businesses could leverage it as an asset for creating competitive advantage. The following wave focused on the convergence of different technologies, such as manufacturing, and included the dynamics of coexistence between humans and machines. From the management side, the major challenges are related to defining effective digital transformation practices that could help to migrate organizations and exploit this new paradigm.
The current technological focus builds on these previous trends, particularly on artificial intelligence and more recently on the emergence of generative AI. The Age of AI is characterized by technology’s power to reshape business and society on a variety of levels. While AI’s pervasive impact is not new for firms, the mainstream adoption of ChatGPT for business purposes and the response to this ready adoption from big tech players like Microsoft, Google, and more recently Apple, shows how AI is reshaping and influencing companies’ strategic priorities.
From a research perspective, AI’s societal impact is inspiring new studies in the field of ethics. Luciano Floridi, now of Yale University, has identified several challenges for AI, characterizing them by global magnitudes like its environmental impact and has identified several challenges for AI security, including intellectual property, privacy, transparency, and accountability. In his work, Floridi underlines the importance of philosophy in defining problems and designing solutions – but it is equally important to consider how these challenges can be addressed at the firm level. What are the tools for managers?
Part of the answer may lie in the increasing and recent focus of management studies around “corporate purpose” and “brand purpose.” This trend represents an important attempt to deepen our understanding of “why to act” (purpose framing) and “how to act” (purpose formalizing and internalizing), while technology management studies address the “what to act” (purpose impacting) question. Furthermore, studies show that corporate purpose is critical for both digital native firms as well as traditional companies undergoing a digital transformation, serving as an important growth engine through purpose-driven innovation. It is therefore fair to ask: can purpose help in addressing any of the AI challenges previously mentioned?
Purpose concepts are not exclusively “cause-related” like CSR and environmental impact. Other types have emerged, such as “competence” (the function of the product) and “culture” (the intent that drives the business). This broadens the consideration of impact types that can help address specific challenges in the age of AI.
Purpose-driven organizations are not new. Take Tesla’s direction “to accelerate the world’s transition to sustainable energy” – it explicitly addresses environmental challenges while defining a business direction that requires constant innovation and leverages multiple converging technologies. The key is to have the purpose formalized and internalized within the company as a concrete drive for growth.
Due to its characteristics, the MTP plays a key role in digital transformation. This necessarily ambitious and long-term vision or goal – the Massive Transformative Purpose – requires firms, particularly those focused on exponential growth, to address emerging accelerating technologies with a purpose-first transformation logic. P&G’s Global Business Services division was able to improve market leadership and gain a competitive advantage over various start-ups and potential disruptors through its “Free up the employee, for free” MTP. This served as a north star for every employee, encouraging them to contribute ideas and best practices to overcome bulky processes and limitations.
My research on MTPs in AI-era firms explores their role in driving innovation to address specific challenges. Results show that the MTP impacts the organization across four dimensions, requiring commitment and synergy from management. Let’s consider these four dimensions by looking at Airbnb:
- Internal Impact: The MTP acts as the organization’s genetic code and guiding philosophy. It is key for leveraging employee motivation, with a strong relationship between purpose, organizational culture, and firm values. Airbnb’s culture of belonging highlights this, with its various purpose-shaping practices, starting with culture-fit interviews delivered during the recruitment process.
- Brand and Market Influence: The MTP contributes directly to building a strong brand and influencing the market. It allows firms to extend beyond functional and symbolic benefits to make the impact of the company on society visible. This involves addressing market demand coherently and consistently. Airbnb’s “Bélo” symbol visually represents this concept of belonging while their MTP features in campaigns like “Wall and Chain: A Story of Breaking Down Walls.”
- Competitive Advantage and Growth: The MTP drives innovation and can lead to superior stock market performance. In digital firms, it’s key in the creation of ecosystems that aggregate leveraged assets and third parties for value creation. The company’s “belong anywhere transformation journey” is a strategic initiative that formalized and interiorized the MTP through various touchpoints for all the different ecosystem members. As Leigh Gallagher details in her 2016 Fortune feature about the company, “When travellers leave their homes, they feel alone. They reach their Airbnb, and they feel accepted and taken care of by their host. They then feel safe to be the same kind of person they are when they’re at home.”
- Core Organization Identity: The MTP is considered part of the core dimension of the organization. More than a goal or business strategy, it is a strategic issue that generates a sense of direction and purpose that affects every part of the organization: internal, external, personality, and expression. This dimension also involves the role of the founder(s) and their personality in shaping the business. At Airbnb, the MTP is often used as a shortcut to explain the firm’s mission and vision. The founders’ approach is pragmatic, and instead of debating differences, time should be spent on execution. At the same time, the personalities of the three founders, Chesky, Gebbia, and Blecharcyzk, are the identity of the firm. They were the first hosts for the platform. Their credibility is key for making Airbnb a trustworthy and coherent proposal in a crowded market.
Executives and leaders of business in the current AI era should embrace three key principles. Be true: Purpose is an essential strategic tool that enables firms to identify and connect with their original selves, decoding their reason for being and embedding it into their identity. Be ambitious: The MTP allows for global impact, confronting major challenges by synthesizing business values and guiding innovation paths to address AI-related issues. Be generous: Purpose allows firms to explicitly address environmental and social issues, taking action on values-based challenges such as transparency, respect for intellectual property, and accountability. By following these principles, organizations and their leaders can maintain their direction and continue to advance in the AI era.
Read the full article below:
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From the same author
Read the articleDuring the Open Institute of Technology’s (OPIT) 2025 graduation day, the OPIT team interviewed graduating student Irene about her experience with the MSc in Applied Data Science and AI. The interview focused on how Irene juggled working full-time with her study commitments and the value of the final Capstone project, which is part of all OPIT’s master’s programs.
Irene, a senior developer at ReActive, said she chose to study at OPIT to update her skills for the current and future job market.
OPIT’s MSc in Applied Data Science and AI
In her interview, Irene said she appreciated how OPIT’s course did not focus purely on the hard mathematics behind technologies such as AI and cloud computing, but also on how these technologies can be applied to real business challenges.
She said she appreciated how the course gave her the skills to explain to stakeholders with limited technical knowledge how technology can be leveraged to solve business problems, but it also equipped her to engage with technical teams using their language and jargon. These skills help graduates bridge the gap between management and technology to drive innovation and transformation.
Irene chose to continue working full-time while studying and appreciated how her course advisor helped her plan her study workload around her work commitments “down to the minute” so that she never missed a deadline or was overcome by excessive stress.
She said she would recommend the program to people at any stage in their career who want to adapt to the current job market. She also praised the international nature of the program, in terms of both the faculty and the cohort, as working beyond borders promises to be another major business trend in the coming years.
Capstone Project
Irene described the most fulfilling part of the program as the final Capstone project, which allowed her to apply what she had learned to a real-life challenge.
The Capstone Project and Dissertation, also called the MSc Thesis, is a significant project aimed at consolidating skills acquired during the program through a long-term research project.
Students, with the help of an OPIT supervisor, develop and realize a project proposal as part of the final term of their master’s journey, investigating methodological and practical aspects in program domains. Internships with industrial partners to deliver the project are encouraged and facilitated by OPIT’s staff.
The Capstone project allows students to demonstrate their mastery of their field and the skills they’ve learned when talking to employers as part of the hiring process.
Capstone Project: AI Meets Art
Irene’s Capstone project, “Call Me VasarAI: An AI-Powered Framework for Artwork Recognition and Storytelling,” focused on using AI to bridge the gap between art and artificial intelligence over time, enhancing meaning through contextualization. She developed an AI-powered platform that allows users to upload a work of art and discover the style (e.g. Expressionism), the name of the artist, and a description of the artwork within an art historical context.
Irene commented on how her supervisor helped her fine-tune her ideas into a stronger project and offered continuous guidance throughout the process with weekly progress updates. After defending her thesis in January, she noted how the examiners did not just assess her work but guided her on what could be next.
Other Example Capstone Projects
Irene’s success is just one example of a completed OPIT Capstone project. Below are further examples of both successful projects and projects currently underway.
Elina delivered her Capstone project on predictive modeling of natural disasters using data science and machine learning techniques to analyze global trends in natural disasters and their relationships with climate change-related and socio-economic factors.
According to Elina: “This hands-on experience has reinforced my theoretical and practical abilities in data science and AI. I appreciate the versatility of these skills, which are valuable across many domains. This project has been challenging yet rewarding, showcasing the real-world impact of my academic learning and the interdisciplinary nature of data science and AI.”
For his Capstone project, Musa worked on finding the optimal pipeline to fine-tune a language learning model (LLM) based on the specific language and model, considering EU laws on technological topics such as GDPR, DSA, DME, and the AI Act, which are translated into several languages.
Musa stated: “This Capstone project topic aligns perfectly with my initial interests when applying to OPIT. I am deeply committed to developing a pipeline in the field of EU law, an area that has not been extensively explored yet.”
Tamas worked with industry partner Solergy on his Capstone project, working with generative AI to supercharge lead generation, boost SEO performance, and deliver data-driven marketing insights in the realm of renewable energy.
OPIT’s Master’s Courses
All of OPIT’s master’s courses include a final Capstone project to be completed over one 13-week term in the 90 ECTS program and over two terms in the 120 ECTS program.
The MSc in Digital Business and Innovation is designed for professionals who want to drive digital innovation in both established companies and new digital-native contexts. It covers digital business foundations and the applications of new technologies in business contexts. It emphasizes the use of AI to drive innovation and covers digital entrepreneurship, digital product management, and growth hacking.
The MSc in Responsible Artificial Intelligence combines technical expertise with a focus on the ethical implications of modern AI. It focuses on real-world applications in areas like natural language processing and industry automation, with a focus on sustainable AI systems and environmental impact.
The MSc in Enterprise Cybersecurity prepares students to fulfill the market need for versatile cybersecurity solutions, emphasizing hands-on experience and soft-skills development.
The MSc in Applied Data Science and AI focuses on the intersection between management and technology. It covers the underlying fundamentals, methodologies and tools needed to solve real-life business problems that can be approached using data science and AI.
Read the articleIn May 2025, Greta Maiocchi, Head of Marketing and Administration at the Open Institute of Technology (OPIT), went online with Stefania Tabi, OPIT Career Services Counselor, to discuss how OPIT helps students translate their studies into a career.
You can access OPIT Career Services throughout your course of study to help with making the transition from student to professional. Stefania specifically discussed what companies and businesses are looking for and how OPIT Career Services can help you stand out and find a desirable career with your degree.
What Companies Want
OPIT degrees are tailored to a wide range of individuals, with bachelor’s degrees for those looking to establish a career and master’s degrees for experienced professionals hoping to elevate their skills to meet the current market demand.
OPIT’s degrees establish the foundation of the key technological skills that are set to reshape industries shortly, in particular artificial intelligence (AI), big data, cloud computing, and cybersecurity.
Stefania shared how companies recruiting tech talent are looking for three types of skills:
- Builders – These are the superstars of the industry today, capable of developing the technologies that will transform the industry. These roles include AI engineers, cloud architects, and web developers.
- Protectors – Cybercrime is expected to cost the world $10.5 trillion by the end of 2025, which means companies place a high value on cybersecurity professionals capable of protecting their investment, data, and intellectual property (IP).
- Decoders – Industry is producing more data than ever before, with global data storage projected to exceed 200 zettabytes this year. Businesses seek professionals who can extract value from that data, such as data scientists and data strategists.
Growing Demand
Stefania also shared statistics about the growing demand for these roles. According to the World Economic Forum, there will be a 30-35% greater demand for roles such as data analysts and scientists, big data specialists, business intelligence analysts, data engineers, and database and network professionals by 2027.
The U.S. Bureau of Labor Statistics, meanwhile, predicts that by 2032, the demand for information security will increase by 33.8%, by 21.5% for software developers, by 10.4% for computer network architects, and by 9.9% for computer system analysts. Finally, the McKinsey Global Institute predicts a similar 15-25% increase in demand for technology professionals in the business services sector.
How Career Support Makes a Difference
Next, Stefania explained that while learning essential skills is vital to accessing this growing job market, high demand does not guarantee entry. Today, professionals looking for jobs in the technology field must stand out from the hundreds of applicants for each position with high-level skills.
Applicants demonstrate technical expertise in relevant fields by completing OPIT’s courses. They also need to prove that they can deliver results, demonstrating not just what they know but how they have applied what they know to transform or benefit a business. Professionals also need adaptability, adaptive problem-solving skills, and a commitment to continuous learning. OPIT’s final Capstone projects can be an excellent way to demonstrate the value of newly acquired skills.
Each OPIT program prepares students for future careers by providing dedicated support and academic guidance at every step.
What Kind of Support Does Career Services Offer?
Career Services is specifically focused on assisting students in making the transition to the job market, and you can make an appointment with them at any time during your studies. Stefania gave some specific examples of how Career Services can support students on their journey into the career market.
Stefania said she begins by talking with students and discussing what they truly value to help them discover the type of career that aligns with their strengths. With students who are still undecided on how to start to build their careers, she helps them craft a tailored job and internship search plan.
Stefania has also worked with students who want to stand out during the job application process among the hundreds of applicants. This includes hands-on help in reframing resumes, tailoring LinkedIn profiles, and developing cover letters that tell a unique story.
Finally, Stefania has assisted students in preparing for interviews, helping them research the company, develop intelligent questions about the role to ask the interviewer and engage in mock interviews with an experienced recruiter.
Connecting With Employers
OPIT Career Services also offers students exposure to a wide range of employers and the opportunity to build relationships through masterclasses, career talks, and industry roundtables. The office also helps students build career-ready skills through interactive, hands-on workshops and hosts virtual career fairs with top recruiters.
Career Services also plays an integral role in connecting students with companies for their Capstone project in the final phase of their master’s program. So far, students have worked with companies including Sintica, Cosmica, Cisco, PayPal, Morgan Stanley, AWS, Dylog, and Accenture. Projects have included developing predictive modeling for natural disasters and fine-tuning AI to answer questions about EU tech laws in multiple languages.
What Kinds of Jobs Have OPIT Graduates Secured?
Stefania capped off her talk by sharing some of the positions that OPIT graduates have now fulfilled, including:
- Chief Information Security Officer at MOMO for MTN mobile services in Nigeria
- Data Analyst at ISX Financial in Cyprus
- Head of Sustainability Office at Banca Popolare di Sondrio in Italy
- Data Analyst at Numisma Group in Cyprus
- Senior Software Engineer at Neaform in Italy
OPIT Courses
OPIT offers both foundational bachelor’s degrees and advanced master’s courses, which are both accessible with any bachelor’s degree (it does not have to be in the field of computer science).
Choose between a BSc in Modern Computer Science for a strong technical base or a BSc in Digital Business to focus on applications.
Meanwhile, courses that involve a final Capstone project include an MSc in Applied Data Science and AI, Digital Business and Innovation, Enterprise Cybersecurity, and Responsible Artificial Intelligence.
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Go to all authors
Related posts
During the Open Institute of Technology’s (OPIT) 2025 graduation day, the OPIT team interviewed graduating student Irene about her experience with the MSc in Applied Data Science and AI. The interview focused on how Irene juggled working full-time with her study commitments and the value of the final Capstone project, which is part of all OPIT’s master’s programs.
Irene, a senior developer at ReActive, said she chose to study at OPIT to update her skills for the current and future job market.
OPIT’s MSc in Applied Data Science and AI
In her interview, Irene said she appreciated how OPIT’s course did not focus purely on the hard mathematics behind technologies such as AI and cloud computing, but also on how these technologies can be applied to real business challenges.
She said she appreciated how the course gave her the skills to explain to stakeholders with limited technical knowledge how technology can be leveraged to solve business problems, but it also equipped her to engage with technical teams using their language and jargon. These skills help graduates bridge the gap between management and technology to drive innovation and transformation.
Irene chose to continue working full-time while studying and appreciated how her course advisor helped her plan her study workload around her work commitments “down to the minute” so that she never missed a deadline or was overcome by excessive stress.
She said she would recommend the program to people at any stage in their career who want to adapt to the current job market. She also praised the international nature of the program, in terms of both the faculty and the cohort, as working beyond borders promises to be another major business trend in the coming years.
Capstone Project
Irene described the most fulfilling part of the program as the final Capstone project, which allowed her to apply what she had learned to a real-life challenge.
The Capstone Project and Dissertation, also called the MSc Thesis, is a significant project aimed at consolidating skills acquired during the program through a long-term research project.
Students, with the help of an OPIT supervisor, develop and realize a project proposal as part of the final term of their master’s journey, investigating methodological and practical aspects in program domains. Internships with industrial partners to deliver the project are encouraged and facilitated by OPIT’s staff.
The Capstone project allows students to demonstrate their mastery of their field and the skills they’ve learned when talking to employers as part of the hiring process.
Capstone Project: AI Meets Art
Irene’s Capstone project, “Call Me VasarAI: An AI-Powered Framework for Artwork Recognition and Storytelling,” focused on using AI to bridge the gap between art and artificial intelligence over time, enhancing meaning through contextualization. She developed an AI-powered platform that allows users to upload a work of art and discover the style (e.g. Expressionism), the name of the artist, and a description of the artwork within an art historical context.
Irene commented on how her supervisor helped her fine-tune her ideas into a stronger project and offered continuous guidance throughout the process with weekly progress updates. After defending her thesis in January, she noted how the examiners did not just assess her work but guided her on what could be next.
Other Example Capstone Projects
Irene’s success is just one example of a completed OPIT Capstone project. Below are further examples of both successful projects and projects currently underway.
Elina delivered her Capstone project on predictive modeling of natural disasters using data science and machine learning techniques to analyze global trends in natural disasters and their relationships with climate change-related and socio-economic factors.
According to Elina: “This hands-on experience has reinforced my theoretical and practical abilities in data science and AI. I appreciate the versatility of these skills, which are valuable across many domains. This project has been challenging yet rewarding, showcasing the real-world impact of my academic learning and the interdisciplinary nature of data science and AI.”
For his Capstone project, Musa worked on finding the optimal pipeline to fine-tune a language learning model (LLM) based on the specific language and model, considering EU laws on technological topics such as GDPR, DSA, DME, and the AI Act, which are translated into several languages.
Musa stated: “This Capstone project topic aligns perfectly with my initial interests when applying to OPIT. I am deeply committed to developing a pipeline in the field of EU law, an area that has not been extensively explored yet.”
Tamas worked with industry partner Solergy on his Capstone project, working with generative AI to supercharge lead generation, boost SEO performance, and deliver data-driven marketing insights in the realm of renewable energy.
OPIT’s Master’s Courses
All of OPIT’s master’s courses include a final Capstone project to be completed over one 13-week term in the 90 ECTS program and over two terms in the 120 ECTS program.
The MSc in Digital Business and Innovation is designed for professionals who want to drive digital innovation in both established companies and new digital-native contexts. It covers digital business foundations and the applications of new technologies in business contexts. It emphasizes the use of AI to drive innovation and covers digital entrepreneurship, digital product management, and growth hacking.
The MSc in Responsible Artificial Intelligence combines technical expertise with a focus on the ethical implications of modern AI. It focuses on real-world applications in areas like natural language processing and industry automation, with a focus on sustainable AI systems and environmental impact.
The MSc in Enterprise Cybersecurity prepares students to fulfill the market need for versatile cybersecurity solutions, emphasizing hands-on experience and soft-skills development.
The MSc in Applied Data Science and AI focuses on the intersection between management and technology. It covers the underlying fundamentals, methodologies and tools needed to solve real-life business problems that can be approached using data science and AI.
In May 2025, Greta Maiocchi, Head of Marketing and Administration at the Open Institute of Technology (OPIT), went online with Stefania Tabi, OPIT Career Services Counselor, to discuss how OPIT helps students translate their studies into a career.
You can access OPIT Career Services throughout your course of study to help with making the transition from student to professional. Stefania specifically discussed what companies and businesses are looking for and how OPIT Career Services can help you stand out and find a desirable career with your degree.
What Companies Want
OPIT degrees are tailored to a wide range of individuals, with bachelor’s degrees for those looking to establish a career and master’s degrees for experienced professionals hoping to elevate their skills to meet the current market demand.
OPIT’s degrees establish the foundation of the key technological skills that are set to reshape industries shortly, in particular artificial intelligence (AI), big data, cloud computing, and cybersecurity.
Stefania shared how companies recruiting tech talent are looking for three types of skills:
- Builders – These are the superstars of the industry today, capable of developing the technologies that will transform the industry. These roles include AI engineers, cloud architects, and web developers.
- Protectors – Cybercrime is expected to cost the world $10.5 trillion by the end of 2025, which means companies place a high value on cybersecurity professionals capable of protecting their investment, data, and intellectual property (IP).
- Decoders – Industry is producing more data than ever before, with global data storage projected to exceed 200 zettabytes this year. Businesses seek professionals who can extract value from that data, such as data scientists and data strategists.
Growing Demand
Stefania also shared statistics about the growing demand for these roles. According to the World Economic Forum, there will be a 30-35% greater demand for roles such as data analysts and scientists, big data specialists, business intelligence analysts, data engineers, and database and network professionals by 2027.
The U.S. Bureau of Labor Statistics, meanwhile, predicts that by 2032, the demand for information security will increase by 33.8%, by 21.5% for software developers, by 10.4% for computer network architects, and by 9.9% for computer system analysts. Finally, the McKinsey Global Institute predicts a similar 15-25% increase in demand for technology professionals in the business services sector.
How Career Support Makes a Difference
Next, Stefania explained that while learning essential skills is vital to accessing this growing job market, high demand does not guarantee entry. Today, professionals looking for jobs in the technology field must stand out from the hundreds of applicants for each position with high-level skills.
Applicants demonstrate technical expertise in relevant fields by completing OPIT’s courses. They also need to prove that they can deliver results, demonstrating not just what they know but how they have applied what they know to transform or benefit a business. Professionals also need adaptability, adaptive problem-solving skills, and a commitment to continuous learning. OPIT’s final Capstone projects can be an excellent way to demonstrate the value of newly acquired skills.
Each OPIT program prepares students for future careers by providing dedicated support and academic guidance at every step.
What Kind of Support Does Career Services Offer?
Career Services is specifically focused on assisting students in making the transition to the job market, and you can make an appointment with them at any time during your studies. Stefania gave some specific examples of how Career Services can support students on their journey into the career market.
Stefania said she begins by talking with students and discussing what they truly value to help them discover the type of career that aligns with their strengths. With students who are still undecided on how to start to build their careers, she helps them craft a tailored job and internship search plan.
Stefania has also worked with students who want to stand out during the job application process among the hundreds of applicants. This includes hands-on help in reframing resumes, tailoring LinkedIn profiles, and developing cover letters that tell a unique story.
Finally, Stefania has assisted students in preparing for interviews, helping them research the company, develop intelligent questions about the role to ask the interviewer and engage in mock interviews with an experienced recruiter.
Connecting With Employers
OPIT Career Services also offers students exposure to a wide range of employers and the opportunity to build relationships through masterclasses, career talks, and industry roundtables. The office also helps students build career-ready skills through interactive, hands-on workshops and hosts virtual career fairs with top recruiters.
Career Services also plays an integral role in connecting students with companies for their Capstone project in the final phase of their master’s program. So far, students have worked with companies including Sintica, Cosmica, Cisco, PayPal, Morgan Stanley, AWS, Dylog, and Accenture. Projects have included developing predictive modeling for natural disasters and fine-tuning AI to answer questions about EU tech laws in multiple languages.
What Kinds of Jobs Have OPIT Graduates Secured?
Stefania capped off her talk by sharing some of the positions that OPIT graduates have now fulfilled, including:
- Chief Information Security Officer at MOMO for MTN mobile services in Nigeria
- Data Analyst at ISX Financial in Cyprus
- Head of Sustainability Office at Banca Popolare di Sondrio in Italy
- Data Analyst at Numisma Group in Cyprus
- Senior Software Engineer at Neaform in Italy
OPIT Courses
OPIT offers both foundational bachelor’s degrees and advanced master’s courses, which are both accessible with any bachelor’s degree (it does not have to be in the field of computer science).
Choose between a BSc in Modern Computer Science for a strong technical base or a BSc in Digital Business to focus on applications.
Meanwhile, courses that involve a final Capstone project include an MSc in Applied Data Science and AI, Digital Business and Innovation, Enterprise Cybersecurity, and Responsible Artificial Intelligence.
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