On 26 March, the Portuguese Catholic University (UCP) - Braga, in collaboration with the Braga Business Association (AEB), held the conference ‘Impulso Digital - Capacitar para Escalar’, a meeting that brought together entrepreneurs, managers and experts to discuss the challenges and opportunities of digital transformation in the business fabric.

At the opening of the event, AEB president Daniel Vilaça highlighted the importance of digitalisation for the competitiveness of companies, stressing that adapting to new technologies is essential to ensure the sustainable growth of the sector.  ‘We are living in times of rapid change and, more than ever, it is crucial that we adapt and innovate. Digitalisation is not just a trend, but a necessity for any company that wants to remain competitive. ‘ he said.

The AEB President also emphasised that the event was designed to be a space for learning and active cooperation between participants. ‘This conference is not just a time for reflection - it's a space for action. With a panel of leading speakers and a selection of topics that are as topical as they are necessary, this conference will be a unique opportunity to access strategic knowledge, exchange experiences and expand networks,’ he concluded.

The programme included a series of speeches on key topics for business modernisation. Pedro Fraga, CEO of F3M and Chairman of the Board of the AEB General Assembly, addressed the impact of digital transformation on the business sector, emphasising the need to invest in technology and skills to increase productivity.

The relationship between sustainability and innovation in the construction industry was analysed by Regina Ramos, from Casais Office, who highlighted the role of new technologies in process efficiency and reducing environmental impact. Cybersecurity and data protection were another of the themes highlighted, with Patrícia Macedo Alves, CEO of DATTA, warning of the growing sophistication of digital threats and the need for effective strategies to protect sensitive information.

The impact of artificial intelligence on the business world was presented by Emanuel Gouveia, a professor at the Portuguese Catholic University, who explored the potential of AI in task automation, predictive analysis and decision-making.

The conference ended with a round table, moderated by Carina Meireles, where the experts answered questions from the audience and exchanged perspectives on the challenges of the digital future. The event ended with a networking moment, promoting the sharing of experiences between the participants.

In this way, UCP - Braga and AEB reinforced their commitment to supporting companies in the digital transition, ensuring that entrepreneurs in the region are prepared to face the new demands of the market.