AI:X:Lab’s primary mission is to support Artificial Intelligence initiatives at the Zagreb School of Economics and Management and Luxembourg School of Business.
The Zagreb School of Economics and Management (ZSEM) has established an Artificial Intelligence laboratory named AI:X:Lab, dedicated to the research and application of artificial intelligence in education and business. The laboratory operates in partnership with the Luxembourg School of Business, with the goal of developing academic and research initiatives that keep pace with rapid technological changes and their increasing role in contemporary society.
AI:X:Lab was founded on the initiative of Boris Debić, Google Emeritus, whose extensive experience in the technology industry and strategic leadership guide the lab’s activities. His vision has helped shape the mission of the lab: connecting academic excellence, practical application, and critical reflection on the role of artificial intelligence in society.
The main activities of AI:X:Lab include the development and implementation of modern courses in the field of artificial intelligence, the creation of specialized educational materials, and research projects that address the impact and responsible application of AI technologies. Through these activities, the lab supports students, professors, and professionals in understanding and utilizing AI tools in various business and scientific fields.
One of the most significant achievements of AI:X:Lab is the translation of the textbook “Artificial Intelligence: A Modern Approach” into Croatian, making this key educational work more accessible to students and teachers in the region. Additionally, the lab has made a notable scientific contribution by publishing a paper at the prestigious international IJCAI 2024 conference, one of the leading conferences dedicated to artificial intelligence.
The Zagreb School of Economics and Management (ZSEM) is continuously working on integrating artificial intelligence (AI) into educational processes and business models. One of the earlier projects was the development of a virtual assistant “Smarty” in collaboration with Careesma.co and IBM. Smarty uses IBM Watson Assistant to provide quick answers to frequently asked questions from students, improving the availability of information and allowing administrative staff to focus on more complex tasks.
Additionally, ZSEM has become a member of the European University Association EUonAIR, an initiative that promotes the introduction of artificial intelligence into educational processes, research, and university management across Europe. The goal of EUonAIR is the development of a virtual campus and the creation of innovative solutions to enhance AI-based education.
Through AI:X:Lab, ZSEM continues to develop innovative solutions that leverage AI to improve education and business. These efforts include researching new learning methods, developing virtual campuses, and collaborating with international partners on projects such as EUonAIR, with the aim of creating a responsible and collaborative model of artificial intelligence in education.
EUonAIR: ZSEM has become part of the European alliance EUonAIR (The European University on AI in Curricula, Smart UniverCity and (Return)Mobility), which brings together ten business and technical universities dedicated to creating a responsible and collaborative AI model in education. The goal of the alliance is to reshape learning, research, and work methodologies by connecting with the current and future needs of educational systems and the broader ecosystem. ZSEM
DREAMER: A project focused on recognizing and uncovering misinformation using new technologies, experience, and knowledge as tools. The goal is to provide expert practices in the field of new technologies for a safer future. ZSEM
Smarty Chatbot: In collaboration with companies Careesma.co and IBM, ZSEM has developed a virtual communication assistant “Smarty.” This chatbot uses IBM Watson Assistant to provide quick responses to students’ frequently asked questions, improving the accessibility of information and allowing staff at the student office to focus on more complex tasks. ZSEM
Svaki učenik može imati svog AI asistenta, kao što je Aleksandar Makedonski imao Aristotela
Novo lice ZŠEM-a: ‘Avatari profesora održavat će nastavu, a studentski avatari polagati ispite‘
11th Higher Education Institutions Conference
Ovaj tekst nije napisala umjetna inteligencija
Marin Zorić
Boris Debić, MSc
Director
Email: [email protected]
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On Thursday, May 28, 2026, a meeting was held within the EUonAIR alliance, which, alongside ZŠEM (Zagreb School of Economics and Management), was attended by representatives of all higher education institutions involved in the project. During the meeting, a set of artificial intelligence technologies was presented, which are available to all members of the EUonAIR alliance as of today. Access to these technologies is open to both teaching staff and students.
In this way, ZSEM becomes the first higher education institution in the Republic of Croatia to systematically and organizationally apply artificial intelligence in teaching, as well as an educational tool and support system for its students. The journey to this moment spanned several years. In 2020 the school’s management decided to dedicate special attention to artificial intelligence technologies. In 2021 the first internal training sessions for teaching staff on AI and its significance were organized. In 2023 the thematic conference HEIC 2023, dedicated to artificial intelligence in higher education, was held. In 2024 following four years of active support from the school, the Croatian translation of the most prestigious textbook in the field of artificial intelligence was published. That same year, ZSEM joined the EUonAIR alliance while continuing its research work in AI applications. Through strategic thinking about the skills and technologies that current generations of students will need most in their future workplaces or their own companies, ZSEM once again proves that it rightfully belongs to the league of top business schools worldwide.
