We are proud to announce that The Arab Today has featured our President, Dr. Massimiliano Bracalé, in a thought-provoking interview that explores the evolving role of education, the ethical integration of artificial intelligence, and the enduring value of human connection in leadership.
Source: The Arab Today. (2025, July 31). A conversation with Massimiliano Bracalé. https://www.thearabtoday.com/interviews/dr-massimo-bracale/
In this exclusive conversation, our President reflects on his academic journey, one shaped long before the rise of ChatGPT, AI tutors, or auto-correct. He offers a compelling contrast between the analog rigor of the past and the digital acceleration of today, reminding us that while tools change, the essence of learning remains rooted in curiosity, depth, and personal growth.
“I survived higher education without AI, unless you count caffeine and photocopiers as intelligent systems.”
— Dr. Massimiliano Bracalé
Despite the humor, there’s a powerful message beneath the surface:
“Education is not just about acquiring information. It’s about developing the ability to think deeply, question critically, and grow in character.”
At the Swiss School of Management, this philosophy is not just a principle, it’s a practice. Our President explains how SSM is embedding AI into all aspects of its programs; not just to keep pace with innovation, but to lead it responsibly.
“At SSM, we don’t fear innovation — we guide it, we use it, and we teach it. AI is present in every course, not only as a tool, but as a subject of ethical and strategic reflection.”
From marketing analytics to leadership decision-making, students at SSM are learning to use AI as a lever for insight, not a crutch for shortcuts. But just as important, they’re being trained to ask the right questions about its role in society, in business, and in their own development as future leaders.
When asked how SSM maintains academic integrity in a world where AI-generated content is just a click away, our President offered a bold answer:
“We redesigned our assessments. Static essays are out; real-world case analyses, strategic debates, and co-created projects are in. We train students to think, not copy.”
The conversation didn’t stop at education as a system, it moved to the individual student experience. Through initiatives like Swiss Coaching, SSM ensures every learner receives personalized guidance focused on emotional intelligence, purpose-driven leadership, and life goals. These are experiences that no algorithm can replicate.
“AI might assist, but it cannot inspire. Only a human mentor can help you find clarity, growth, and presence.”
Our President also touched on the ethical use of data, AI-powered feedback systems, and how SSM is leveraging technology not only to enhance academic performance, but to truly amplify the voice of students, something that reflects our deep commitment to inclusivity and transparency.
“The most powerful use of AI isn’t in automation — it’s in understanding. When we listen better, we educate better.”
One of the most impactful moments of the interview is our President’s message to the next generation of global leaders:
“Don’t fear the future, lead it. AI is your amplifier, not your rival. Understand it, question it, and shape it. The world needs leaders who use technology to elevate human potential — not to replace it.”
At the Swiss School of Management, this principle guides everything we do. From the integration of AI across our programs to the personalized coaching we provide, we are committed to educating leaders who are not only ready for the future, but equipped to lead it with purpose, responsibility, and a deep sense of humanity.We would like to thank The Arab Today for this meaningful feature and for highlighting the values that define our institution.
To read the full interview, click here: https://www.thearabtoday.com/interviews/dr-massimo-bracale/