Dr. Massimo Bracalé Interview
In an engaging and forward-looking interview, Dr. Massimo Bracalé, President of the Swiss School of Management (SSM), reflects on the evolution of education from analog roots to an AI-driven future. With wit and wisdom, he contrasts his own academic journey—grounded in dusty libraries and handwritten footnotes—with today’s high-tech learning landscape. Yet, he insists that the heart of education remains unchanged: deep thinking, curiosity, and character.
Dr.Bracalé shares how SSM is embedding AI into every aspect of its programs—not just as a tool, but as a subject of critical inquiry. From ethical AI usage and real-world problem-solving assessments to personalized coaching and entrepreneurial leadership development, SSM blends innovation with integrity. His core message to students? Don’t fear AI—lead it. The future belongs to those who humanize technology with intelligence, empathy, and purpose.
Surviving Academia Before AI
We started the interview by asking, “Dr. Bracalé, before we dive into serious questions about the future of education and artificial intelligence, let me ask something more personal:You hold a Bachelor’s, two MBAs, and a Doctorate. All earned without ChatGPT, AI tutors, or auto-correct on steroids. How on earth did you manage that? Was it even humanly possible?”
Dr. Massimo Bracalé replied, “Hahaha, Well, yes, it’s true. I survived higher education without AI, unless you count caffeine and photocopiers as intelligent systems. Back then, research meant spending hours in libraries, flipping through dusty encyclopedias, and hoping the book you needed wasn’t already checked out. There was no AI assistant to summarize journal articles, no Grammarly to fix your grammar, and no ChatGPT to brainstorm your thesis. Just discipline, curiosity, and a lot of manual footnotes.
But that experience taught me something powerful: deep thinking takes time, and education is as much about building your character as your résumé. I sometimes joke that I got my degrees in the “Prehistoric Era of Paper Cuts,” but those skills are still relevant today, especially in a world where AI is fast, but not always wise. The real richness of the old way of doing research lies in the journey itself, before you even reach the information you’re looking for, you inevitably encounter a wealth of related topics and gain exposure to lateral knowledge that broadens your perspective far beyond the original subject.”
Integrating AI across Business Education
The Arab Today:Business education is evolving rapidly in the AI age. How is SSM integrating emerging technologies like AI into its teaching and learning ecosystems?
Dr. Massimo Bracalé replied, “At SSM, we view AI not as a distant trend but as a present and powerful enabler of modern education. We’ve integrated AI modules across our programs in each and every module/course, from AI in marketing analytics to leadership decision-making aided by data science. Our MBA is a prime example of our commitment to making students fluent in the technologies shaping the business world. But more than just teaching tools, we encourage our faculty and students to critically explore the implications of AI, how it transforms industries, jobs, and leadership itself.”
Balancing Innovation with Academic Integrity
The Arab Today:With AI tools like ChatGPT readily accessible, how does SSM maintain academic integrity while embracing innovation?
Dr. Massimo Bracalé replied, “We don’t fear innovation, we guide it, we use it and we love it! At SSM, we have developed one of the most detailed and advanced responsible AI use policies to safeguard academic standards and offer clear guidance to students on how they can use various AI technologies responsibly. We use sophisticated AI detection tools and plagiarism checkers, but more importantly, we redesign our assessments. Instead of static essays, we ask students to present live case analyses, defend strategic choices in class, or co-create real business projects. This makes AI tools complements, not substitutes, for critical thinking. We also include workshops on AI ethics and digital literacy, helping students understand both the power and the limits of these tools.”
Amplifying Student Voice Through AI
The Arab Today:How are you using AI not just for control, but to listen to students, amplifying their voice, feedback, and creativity in a meaningful way?
Dr. Massimo Bracalé replied, “AI can be a bridge between institutional goals and student experiences. We are experimenting with AI-powered feedback analysis, sentiment tracking in course evaluations, and adaptive learning platforms that respond to individual learning styles. But the most powerful use of AI is in democratizing student expression. Through platforms that analyze open-ended student feedback or peer discussions, we hear more than just scores, we hear their voice. This helps us refine our programs dynamically and inclusively.”
Teaching Ethical and Responsible AI Use
The Arab Today:How do you teach students to use AI responsibly and ethically in their business careers?
Dr. Massimo Bracalé replied, “Responsible leadership is a cornerstone of SSM’s philosophy. We teach that AI is not just a technical tool, but a moral force. In our courses, students explore real-world ethical dilemmas, bias in algorithms, AI in hiring, and data privacy breaches. We partner with tech ethicists and business leaders to deliver lectures on the responsible deployment of AI. The goal is not just to create digital natives, but digital stewards, leaders who use AI to elevate human potential, not replace it. It’s so beautiful to be human!”
Preserving the Human Touch in a Tech-Driven Era
The Arab Today:Many educators fear that AI may replace certain aspects of human-led teaching. What is your perspective on the role of the human mentor or coach at SSM in this new reality?
Dr. Massimo Bracalé replied, “That fear misunderstands the essence of education. AI can process information, but only a human can inspire transformation. Our Swiss Coaching initiative is living proof of this. Every student, regardless of location, receives personalized coaching sessions that focus on life goals, emotional intelligence, and leadership presence. These are deeply human experiences. AI might support coaching with insights or scheduling, but the human connection, empathy, reflection, wisdom, remains irreplaceable. At SSM, we balance high-tech with high-touch and human skills.”
Empowering Future Founders and Changemakers
The Arab Today:Students today are more entrepreneurial, socially conscious, and digitally fluent. How are you shaping programs that prepare them not just to work in companies, but to lead or even create future-ready businesses?
Dr. Massimo Bracalé replied, “We see our students as future founders, not just future employees. That’s why entrepreneurship is woven into every program, from undergraduate to doctoral levels. Our programs emphasize sustainability, ESG, and social impact as core business metrics, not afterthoughts. The world doesn’t need more passive executives. It needs courageous visionaries. We’re in the business of shaping them. We create Leaders and Entrepreneurs.”
Ethical Use of Student Data for Personalized Learning
The Arab Today:Let’s talk about data. How are you leveraging student data ethically to improve quality assurance, personalization, and student support at SSM?
Dr. Massimo Bracalé replied, “Transparency and consent are the starting points. We use data primarily to enhance learning, through progress tracking, early alerts for support, and program design. Close and personal connection to students give us insights into what works and what doesn’t, enabling us to personalize experiences without compromising privacy. Data also informs our quality assurance cycle: it helps us make evidence-based decisions in curriculum development, faculty evaluation and engagement, and student services. Ethical use of data is not an option, it’s our responsibility.”
A Message to the Next Generation of Leaders
finally we asked, “What would you say to young aspiring leaders who are both excited and anxious about AI transforming their futures?”
“I would tell them: Don’t fear the future, lead it. AI is not your rival; it’s your amplifier. Learn how it works, understand its limitations, and most importantly, shape its purpose. Your generation has the chance to humanize technology and redefine leadership. At SSM, we prepare you not just to survive disruption, but to drive it with intelligence, ethics, and empathy. The future is not written by machines. It is written by leaders and entrepreneurs like you.” Dr. Massimo Bracaléconcluded
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