Charles AyoubiProfessor, ESSEC Business School

Charles Ayoubi is a Professor at ESSEC Business School, specializing in innovation, AI, and the impact of new technologies on organizations. He holds a PhD in Economics from EPFL and has also been a Research Fellow at Harvard Business School.

His research focuses on how AI and algorithms transform decision-making, knowledge creation, and innovation processes within organizations. He has published in leading academic journals and regularly works on topics related to AI adoption, experimentation, and organizational transformation.

More concretely, he recently delivered a masterclass on AI and Business Transformation to a senior HR audience. During this session, he positioned AI as the defining force of the decade, tracing its evolution up to Generative A, which he described as having the fastest adoption curve in history.

He explored very concrete implications for HR and organizations, including case studies (notably with Procter & Gamble), and introduced the “Team + AI” model. He also addressed key challenges around adoption, such as experimentation barriers, identity concerns, and AI-related anxiety, drawing parallels with previous technological disruptions.