Blasco-Arcas Lorena

Full Professor of Marketing

Department : Marketing
Campus : Madrid

Lorena Blasco-Arcas is a Full Professor at ESCP Business School and the co-founder and director of TRACIS (Transformative Research on AI for Companies, Individuals, and Society), a research center dedicated to advancing knowledge at the intersection of artificial intelligence and societal transformation.

A renowned academic expert in marketing and emerging technologies, her research focuses on consumer experiences and engagement in digital environments, as well as the organizational and societal impacts of artificial intelligence and other cutting-edge technologies. Professor Blasco-Arcas is widely published in leading scientific journals, with several of her research projects earning international accolades. She actively contributes to global academic discourse, serving on the board of the Service Research area of the American Marketing Association (AMA SERVSIG). A strong advocate for pedagogical innovation, she specializes in active learning methodologies and is currently exploring the integration of generative AI in education to enhance teaching and training outcomes.

With extensive international experience, Professor Blasco-Arcas frequently collaborates on executive training and consulting programs, delivering courses and seminars for institutions and organizations across Spain, the United Kingdom, Germany, France, Italy, the United States, Mexico, Dubai, Costa Rica, and Vietnam.

She earned her Ph.D. from the University of Zaragoza, where she also served as an Assistant Professor at the Faculty of Business and Public Management.

PUBLICATIONS

Display:

15 publications

Academic Articles

2025

BLASCO-ARCAS, L., Y. LI, H. -H. M. LEE

Computer vision in branding: A conceptual framework and future research agenda

JOURNAL OF BUSINESS RESEARCH, 193, 115329

Media

2025

LANTERI, A., L. -D. BENYAYER, L. BLASCO-ARCAS

A roadmap to help organisations avoid failure in AI

LSE Business Review

Academic Articles

2024

BLASCO-ARCAS, L., J. AZER, M. ALEXANDER

Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

JOURNAL OF SERVICE RESEARCH, 27 (2), 231-249

Conference Presentations

2024

BLASCO-ARCAS, L., V. , M. LIMA, H. -H. M. LEE

The role of extended realities in consumer well-being

University of Zaragoza

Conference Presentations

2024

LEE, H. -H. M., Y. LI, L. BLASCO-ARCAS

Computer vision in branding: A review and future agenda

University of Zaragoza

ESCP Impact Papers

2024

HERMANN, E., L. MIMOUN, L. BLASCO-ARCAS

AI in business: The ART of navigating the tensions between business and social objectives

ESCP Impact Papers, 2024-49-EN

ESCP Impact Papers

2024

LEE, H. -H. M., L. BLASCO-ARCAS

Strategizing AI: A framework for aligning technology with humanity for transformative impact

ESCP Impact Papers, 2024-53-EN

Academic Articles

2023

BLASCO-ARCAS, L., M. KASTANAKIS, M. ALCAÑIZ, A. REYES-MENENDEZ

Leveraging user behavior and data science technologies for management: An overview

JOURNAL OF BUSINESS RESEARCH, 154

Conference Proceedings

2023

LEE, H. -H. M., L. BLASCO-ARCAS

I Don't Envy You: Exploring the Effects of Human vs. Virtual Social Media Influencers on Consumer Well-Being

Global Marketing Conference

Other Intellectual Contributions

2023

BUNKANWANICHA, P., R. COEURDEROY, D. BATTAGLIA, L. BLASCO-ARCAS, P. CHAMAKIOTIS, A. LANTERI, Y. MEILLER, S. BEN SLIMANE

New technologies and the future of individuals, organisations, and society

ESCP Impact Papers

Research and expertise

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Academic Articles

2025

Computer vision in branding: A conceptual framework and future research agenda

Media

2025

A roadmap to help organisations avoid failure in AI

Academic Articles

2024

Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

Conference Presentations

2024

The role of extended realities in consumer well-being

Conference Presentations

2024

Computer vision in branding: A review and future agenda

ESCP Impact Papers

2024

AI in business: The ART of navigating the tensions between business and social objectives

ESCP Impact Papers

2024

Strategizing AI: A framework for aligning technology with humanity for transformative impact

Academic Articles

2023

Leveraging user behavior and data science technologies for management: An overview

Conference Proceedings

2023

I Don't Envy You: Exploring the Effects of Human vs. Virtual Social Media Influencers on Consumer Well-Being

Other Intellectual Contributions

2023

New technologies and the future of individuals, organisations, and society

Research and expertise