Eight Walker College of Business students explored how artificial intelligence (AI) and digital transformation are reshaping marketing practices and transforming industries across Belgium, the Netherlands and Germany through Appalachian State University's inaugural EU Innovation Corridor program, held Oct. 2-10, 2026.
Led by Dr. Lubna Nafees, professor and director of the university's digital marketing program, students stepped beyond the classroom to explore how artificial intelligence (AI) is transforming marketing, reshaping business practices and influencing economic development across Europe.
Through interactions with policymakers, researchers and business leaders, students gained firsthand insights into how organizations are integrating AI and emerging technologies to drive innovation, enhance customer experiences and address complex business and societal challenges.
In coordination with Irish College Leuven, a historic institution founded in 1607 as the Irish Franciscan College of St. Anthony, the program combined academic learning, industry engagement and cultural immersion. Located in Leuven, Belgium, the college has evolved from a historic centre of religious scholarship into an international residential centre for education, professional development and cultural exchange. It provides a distinctive setting for students to experience Europe's rich academic heritage while exploring its rapidly evolving innovation ecosystem.
A highlight of the program was the opportunity to visit the European Parliament and European Commission, where students examined how European policymakers are navigating the opportunities and risks associated with AI. These experiences offered valuable perspectives on the intersection of technological innovation, regulatory frameworks, consumer protection and responsible AI governance.
The program also reinforced Appalachian State University’s commitment to preparing students to use AI not simply as a technological tool, but as a strategic capability guided by ethical judgement and human-centered values. Earlier this year, the Walker College launched an AI Working Group that established guiding principles focused on responsible innovation, AI literacy, transparency and human-centered decision-making.
Related: Learn more about the WCOB AI Working Group.
"This program challenged students to think beyond the technology itself and consider how AI is fundamentally changing the way organisations create value, engage consumers and make strategic decisions," said Nafees. "By experiencing the intersection of AI, marketing, business innovation and public policy across different European contexts, students gained a deeper appreciation of both the transformative potential of AI and the responsibility that comes with its adoption. These firsthand experiences brought classroom learning to life, challenging students to broaden their perspectives, question assumptions and develop a deeper understanding of AI’s transformative role in a global business environment."
The students represented various majors in the Walker College, including digital marketing, finance, supply chain management, sustainable business, and an MBA concentration in AI.
Students eager to explore the future of AI, marketing and digital transformation across Europe are encouraged to email Dr. Lubna Nafees at nafeesl@appstate.edu to express their interest in the Fall 2027 AI & Digital Transformation in Marketing: EU Innovation Corridor program.
Globally engaged students, alumni
App State students are encouraged to study abroad, and the Walker College provides a variety of short-term international programs to develop international business skills and intercultural knowledge.
"Learning about business in a global environment is an essential part of our college's mission to prepare and inspire students to be ethical, innovative, and engaged business leaders who positively impact our communities both locally and globally," said Meredith Church Pipes, director of global engagement for the Walker College. “These experiences can be transformational, both personally and professionally, and I strongly encourage students to take advantage of these unique opportunities."
Proposed programs for spring and summer 2027 will cover topics in various business disciplines - from supply chain in Ireland to entrepreneurship in Italy to sustainable business in Japan and more - and will provide study abroad opportunities in 14 different countries. Scholarships are available. Fluency in a second language is not required, and students can earn credit toward their degree. For more information on future opportunities, please contact Meredith Church Pipes, churchmm@appstate.edu.
App State business students explore the future of AI and Digital Transformation in Marketing across Europe WCOB, App State at the historic Oude Markt (Old Market) in Leuven. Photo submitted
App State Students and Faculty EU Innovation Corridor