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4 business trends in 2024

New technologies, emerging business models, different ways of working and the demands of society are the main axes as the trends that will leave a mark on 2024.

Artificial intelligence (AI) will make a difference in all companies and sectors, by 2024 business leaders will have to decide how much to invest in AI and know how far their commitment goes.

Businesses will need to be proactive and implement well-structured AI strategies. "AI is transformative and will really change the way we do business," says Sampsa Samila, Professor of Strategic Management at IESE.

Emerging business models, a call for integrity because of recent fraud scandals in this emerging sector, so companies should consider promising too much (delivering too little), or being honest about what can be achieved.

ESG (environmental, social and governance)policies are part of companies' strategic plans aimed at sustainability. To this end, it is important to identify the factors that drive the company's interest in improving its performance in this area and which in turn will reflect these results in the long term.

Teleworking, companies should reaffirm their commitment to create an environment in which employees can thrive and in turn ensure equality in this context.

This implies evaluating employees based on their performance, not on their presence in the office, so it is essential to be able to design policies that promote equality, because in the business world these are trends in work models that we all have.