Empowering Future AI Leaders: EDHEC & Orange Launch Ethical AI Start-Up Challenge

Artificial Intelligence is revolutionising the business world, offering immense opportunities while raising complex ethical questions. Companies must balance technological innovation with responsibility, ensuring AI-driven solutions align with ethical and regulatory frameworks.

At EDHEC Business School, this challenge is central to the Ethical AI Start-Up Creation project, a hands-on initiative within the Master in Management (MiM) – Data Science & AI for Business programme. In partnership with Orange, this challenge equips students with the skills to develop AI-powered business concepts while embedding ethical considerations from the outset.

A Hands-On Learning Experience

Running from February to May 2025, this project provides MiM - Data Science & AI for Business students with a unique opportunity to develop AI-based business models that are both commercially viable and ethically sound.

"The Ethical AI Start-Up Creation is a hands-on initiative where students work in teams to develop AI-driven business concepts. They present a full business plan, covering revenue models, financial projections, and competitive analysis—blending AI, management, and finance expertise."
— Victor Planas-Bielsa, Programme Director

The challenge culminates in a jury evaluation, where professionals from Orange and EDHEC faculty assess the projects and award prizes.

Bridging Business, Technology, and Ethics

This initiative aligns with EDHEC’s mission to develop leaders capable of driving responsible AI-powered business transformation. Students learn to make strategic decisions at the intersection of technology, business, and ethics, ensuring their AI solutions are innovative and socially responsible.

Key Skills Developed

Through this challenge, students gain crucial skills, including:
 

• Strategic thinking – Building viable AI-based business models.
• Critical evaluation – Assessing AI solutions from both technical and commercial perspectives.
• Effective communication – Delivering investor pitches that articulate vision and demonstrate business viability.

"Students will develop strategic thinking to design AI-based business models while learning to navigate ethical challenges. They'll strengthen their critical thinking and enhance their ability to articulate their vision through the investor pitch component."
— Professor Victor Planas-Bielsa

The Challenges of Ethical AI Innovation

Building a successful AI business is challenging—but ensuring it is ethical adds another layer of complexity. The key challenge? Balancing innovation with ethical and regulatory constraints, such as the AI Act.

"While ethical and regulatory requirements might seem limiting, they actually build stronger businesses and prevent future liabilities. Students must learn to see these constraints as enablers of sustainable innovation, rather than obstacles."
— Professor Victor Planas-Bielsa

Why Ethical AI Matters

Ethical AI is no longer optional—it’s a business imperative. Companies that prioritise ethics in AI development gain long-term trust, reduce risk, and enhance their brand reputation. But beyond business benefits, there is a broader societal responsibility.

"Ethical AI matters for two key reasons. First, it’s smart business—companies that embed ethics into AI systems earn customer trust and mitigate future risks. Second, as responsible corporate citizens, we all have a duty to ensure AI serves society fairly and equitably."
— Professor Victor Planas-Bielsa

EDHEC’s Commitment to Responsible AI

The Ethical AI Start-Up Creation project is part of EDHEC’s broader strategy to integrate Responsible AI across its programmes.

"This initiative aligns with EDHEC’s commitment to Responsible AI, as demonstrated by the EDHEC AI Center, our participation in the Responsible AI Consortium, and the development of the EDHEC AI Transformation Committee. Ethical considerations are embedded in our curriculum, pedagogy, and operational practices."
— Professor Michelle Sisto, Director of EDHEC’s AI Centre

Shaping the Next Generation of AI Leaders

Through this challenge, MiM – Data Science & AI for Business students develop the technical expertise, business acumen, and ethical mindset needed to lead in the AI era. As AI continues to reshape industries, EDHEC is ensuring its graduates are at the forefront—ready to build AI-driven businesses that are both profitable and responsible.