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This track explores how AI is transforming business strategies and consumer experiences across the globe. It examines the organizational, ethical, and societal implications of AI, as well as how human-AI interactions and consumer perceptions of AI influence adoption and behavior. The track is well-suited for students interested in the role of AI in shaping the future of business and society and in addressing global challenges such as sustainability, inequality, and healthcare.

This track will include the courses below. More information per course will be provided at a later time. 

BT3T2101 AI for Business (5)

This module focuses on understanding how AI reshapes industries and competitive landscapes, guiding students to develop AI-aligned strategies, innovative business models, and organizational capabilities to thrive in an AI-first world. Students will examine how AI can be leveraged for market differentiation and operational advantage while addressing critical challenges in governance, ethics, and workforce transformation. The course provides the tools to navigate the risks and opportunities of AI, preparing future leaders to integrate AI responsibly and strategically for long-term and global impact.

Learning goals

1. Understand the transformative impact of AI on industries, value chains, and competitive dynamics.
2. Develop strategies and business models that leverage AI for innovation and organizational success.
3. Apply organizational frameworks that integrate AI technologies, build workforce capabilities, and promote collaboration between humans and AI.
4. Apply ethical frameworks and propose risk mitigations to ensure transparent, accountable, and socially responsible use of AI in business for addressing global business challenges.

BT3T2102 AI and the Consumer Experience: Navigating Human-AI Interactions (5)

This module examines how consumers respond to, experience, and interact with AI technologies across different cultural and individual contexts. The module explores concepts such as algorithm aversion and appreciation, automation, collaborative AI-human creation, and AI-mediated experiences that can enhance connectivity, engagement, and well-being.

Learning goals

1. Understand and explain the individual and cultural differences and underlying psychological principles that are applicable to consumer interactions with AI
2. Develop hypotheses about how AI can shape consumer experiences in an interconnected world
3. Create and present strategies relating to how humans and AI can better collaborate to achieve positive outcomes and improve the consumer experience

BT3T2103 BSc Project AI for a Connected World (7)

The core of the project is research, and what type of research will vary by track. The Bachelor Project follows all steps of a research cycle: A managerial problem, a knowledge question, review of evidence, research design, data collection, data analysis, answer to the question, recommendation to management. “Management” should be read as “stakeholder from practice”. The outcome can be a design, hypothesis test, conceptual framework, and in all cases is translated into an answer to a managerial problem. The data can be quantitative or qualitative, primary or secondary, empirical or simulated.

To successfully complete the Bachelor Project, we assume that students participate in the course Advanced Research Skills (ARS, previously ARM, B3101) in parallel or have already completed this course. Moreover, we assume that students have active knowledge of the concepts covered in Research Project (BT2103) or Onderzoeksproject (BK2103). Lastly, the course builds on a lot of knowledge that you should have acquired in previous methods-related courses (e.g., statistics, mathematics). It is your responsibility to dust off this knowledge. Look at material from these courses when things are not top of mind. Do not expect your supervisor to act like a tutor on such topics.

Learning goals

1. Collect and critically assess academic and professional literature on a specific topic
2. Write a critical synthesis of the academic and professional literature
   
3. Identify a relevant managerial problem and translate the managerial question into a research question
   
4. Design a research project that can be executed in the available timeframe
   
5. Collect and analyse data that is needed to answer the research question
   
6. Present research results and defend the choices made
7. Critically evaluate and discuss research results