AI and XR in Business: The Strategic Debate You Can’t Miss

On Tuesday, March 10th, IE Tower in Madrid hosts a conversation that has been building for years. The AI–XR Shift: Redefining Immersive Experiences Across Industries roundtable, co-organized by IE School of Architecture & Design and EY Studio+, brings together leaders from hospitality, real estate and creative technology to discuss something that is no longer a trend: it is operational reality.

DeuSens will be at the table. Álvaro Antoñanzas, COO of the company and professor at the Master in Design for Immersive Experiences and XR at IE University, will participate as a speaker alongside executives from Radisson Hotel Group and Castellana Properties. The central theme: how artificial intelligence combined with extended reality is moving out of innovation departments and into the core of business strategy.

When XR Stops Being an Experiment

For years, extended reality was an interesting but peripheral layer of innovation. What has changed is not the technology itself, but the speed at which organizations are making the leap from pilot projects to strategic capabilities. The catalyst for that leap has a name: artificial intelligence.

AI doesn’t just enhance immersive experiences. It makes them scalable, measurable and directly tied to business outcomes. The question is no longer “should we explore XR?” but “how do we integrate it strategically before our competitors do?”

Three Sectors, One Question: How Do We Embed This in the Business?

The strength of this event lies in its diversity of perspectives. Miguel Agúndez Lería, Global Senior Director IT Digital at Radisson Hotel Group, brings the view of a sector where customer experience is everything. How does AI-powered XR make a guest remember a stay differently? Where in the hotel journey does it generate the most business impact?

Carlos Guinea Castillo, Director of Innovation and Technology at Castellana Properties, represents a sector that is spatial by nature. Spatial computing applied to real estate —beyond traditional 3D visualization— is transforming how physical assets are understood, managed and monetized.

From creative technology and academia, Álvaro Antoñanzas brings the dual perspective of entrepreneur and researcher: how the design of AI-driven immersive experiences is evolving, and what professional profiles the market will demand in the coming years. The session will be moderated by Cristina Mateo, Vice Dean of IE School of Architecture & Design.

From Innovation Departments to the Board Agenda

One of the central axes of the debate will be exactly this: what distinguishes companies that are building immersive capabilities strategically from those that simply accumulate isolated initiatives. The answer has to do with leadership, with how impact is measured, and with the willingness to integrate these technologies into core business models —not as an experiment, but as a real lever of value.

At DeuSens we have spent years working at precisely that intersection: between the technology that amazes and the result that matters. The Hyperexperience is not a visual effect. It is a methodology designed so that immersive technology generates measurable impact in training, sales, internal communication and brand perception.

The Talent of Tomorrow: What Profiles Will the XR Market Demand?

Another key block of the conversation will focus on talent. When an organization deeply integrates XR and AI, its internal structures change. New roles appear, others disappear, and the type of leadership required is different. IE University’s master’s program, in which Álvaro Antoñanzas participates, is already training the professionals who will execute that transformation.

This is one of the most relevant aspects of this moment: it is not just the technology that is changing—it is who deploys it and how it is managed.

Industry, Consulting and Academia: A Necessary Triangle

Perhaps the most valuable aspect of this event is its format: three worlds that do not always communicate as fluidly as they should, in the same room. Industry brings real cases and market pressure. EY Studio+ provides cross-sector vision and the ability to scale solutions. IE School generates knowledge and prepares those who will execute the transformation.

At a moment when immersive technologies are moving from promise to competitive infrastructure, these are exactly the conversations we need to be having. And we will be there.

The event will take place on Tuesday, March 10th at 18:00 at IE Tower (Paseo de la Castellana, 259E, Madrid). A networking reception will follow the roundtable.