Generative AI in European Business

The emergence of generative AI technologies has revolutionized various industries in Europe and around the world, enabling innovative solutions in business development and operations.

 

This course offers both foundational knowledge and hands-on insights into leveraging AI for competitive advantage. It also provides insightful case studies around Europe as well as looks into most recent research around AI from a variety of European universities.

 

The course format is independent and autonomous, including discussion tasks. The course has been developed in co-operation with Haaga-Helia University of Applied Sciences in Finland and University of Seville in Spain.

Registration dates 05 December 2025 15 February 2026
Course dates 02 March 2026 31 May 2026
Registration is open
Apply
Generative AI in European Business

Course Content

Course Modules (each module corrisponds to 1 ECTS):


1. Introduction to Generative AI

  • Become familiar with the underlying technologies and concepts.
  • Understand the basic principles of generative AI and its capabilities.
  • Explore popular tools, techniques, and ethical considerations.
  • Learn about the transformative potential of GenAI in various industries.
  • Become familiar with the latest research around generative AI.
  • AI Act and regulations, AI in various countries: EU, US, China,
  • Security & risks

 

  1. Generative AI in Business Operations
  • Understand the role of AI in automating and optimising business processes.
  • Learn the basics of human AI interaction in a corporate environment.
  • Learn about AI-driven tools for data and knowledge management, analytics, internal support functions, HR, and customer support.
  • Assess AI maturity and implementation in corporate surroundings.
  • Explore metrics to evaluate the impact of generative AI on operational efficiency.
  • Examine real-world case studies where AI transformed international business strategies.

 

  • Generative AI in Business Content Creation
  • Discover how generative AI can accelerate innovation and creativity in product and service development.
  • Learn to apply AI for market research, customer segmentation, marketing and trend forecasting.
  • Learn to analyse data and write reports and summaries with AI, and to visualize and enrich analyses and visual presentations.
  • Learn to make communication and marketing materials with generative AI tools.
  • Benchmark leading companies in Europe to utilize generative AI in marketing, communication and enhancing customer experience.

Learning Outcomes

  • Grasp the fundamentals of generative AI and its implications for businesses.
  • Identify opportunities for applying generative AI to drive innovation.
  • Develop skills to integrate generative AI into business operations effectively.
  • Develop skills to integrate generative AI into business content creation
  • Gain insights from international use cases and best practices.

More information:

Available spots

  • There are 30 available spots for Ulysseus students.
  • Note to Haaga-Helia students: Please register in your own student management system (Peppi)