Facultatea de Ştiinţe Economice Bucureşti. CONFERINŢA INTERNAŢIONALĂ ICESBA 2025

Artificial intelligence-driven trends in management, marketing, accounting, business economics, and law / Tendinţe în management, marketing, contabilitate, economie de afaceri şi drept, bazate pe inteligenţă artificială
26–27 noiembrie 2025, Bucureşti

În perioada 26-27 noiembrie 2025 s-a desfăşurat online Conferinţa Internaţională ICESBA 2025 Artificial intelligence-driven trends in management, marketing, accounting, business economics, and law / Tendinţe în management, marketing, contabilitate, economie de afaceri şi drept, bazate pe inteligenţă artificială, organizată de Facultatea de Ştiinţe Economice Bucureşti, Universitatea „Spiru Haret”, cu participarea a numeroşi profesori şi cercetători din ţară şi străinătate.

Co-organizatori ai evenimentului au fost: • American Association for Economic Research, New York, SUA • Azerbaijan Tourism and Management University, Baku, Azerbaijan • Faculty of Contemporary Arts Belgrade, Serbia • Information Technology School ITS, Belgrade, Serbia • Instituto TESEO, Salerno, Italia • National Institute of Economic Research, Chişinău, Republica Moldova • National Military University, Veliko Tarnovo, Bulgaria • Silesian University in Opava, Cehia • University Business Academy in Novi Sad, Serbia • University of Johannesburg, Africa de Sud • University of Zilina (UNIZA), Slovacia • USH Central Institute for Scientific Research – CISR, Bucureşti • USH Pro Business Center, Bucureşti, Romania • Vishwa Viswani Institute of Systems and Management, Hyderabad, India • Vishwa Viswani School of Business, Hyderabad, India • Faculty of Engineering Management, Bialystok University of Technology, O. St. Tarasiuka 2, 16-001 Kleosin, Polonia • Institute of Economic Research, Polonia • College of Management and Liberal Arts, NIST - Institute of Science and Technology, Institute Park, Pallur Hills, Berhampur, Odisha, India

Parteneri media: Editura Fundaţiei „România de Mâine”, Revista „Opinia naţională”, Radio Seven, Bucureşti.

Conferinţa a debutat cu mesajul de bun venit adresat participanţilor şi mulţumiri adresate profesorilor implicaţi în organizarea Conferinţei de către prof.univ.dr. Luminiţa Ionescu. Conf. univ.dr. Elena Gurgu a prezentat o parte a invitaţilor din străinătate.

 Din partea Facultăţii de Ştiinţe Economice Bucureşti, în prima parte a conferinţei, în plen, au fost susţinute comunicările profesorilor:

• Prof.univ.dr. Luminiţa IONESCU, prof.univ.dr. Maria ANDRONIE. În lucrarea cu tema „The Evolution of Accounting Jobs in the Age of AI” a fost analizat modul în care Inteligenţa artificială (IA) a transformat rapid diverse industrii, inclusiv profesia contabilă şi a schimbat cariera expertului contabil. Întrucât IA devine tehnologia esenţială pentru viitor, rolul contabilului evoluează în „societatea super-inteligentă”. Astfel, majoritatea funcţiilor contabile sunt înlocuite de tehnologia digitală, deoarece asistentul IA preia sarcinile de rutină şi creşte semnificativ productivitatea muncii.

• Conf.univ.dr. Dragos UNGUREANU a prezentat lucrarea „Boosting Startups and Innovation in Trustworthy Artificial Intelligence”, subliniind cum Uniunea Europeană susţine dezvoltarea inteligenţei artificiale, startup-urile fiind în fruntea acestei transformări, iar inovaţia europeană în domeniul inteligenţei artificiale prosperă.

• Conf.univ.dr. George LĂZĂROIU (Facultatea de Ştiinţe Economice Bucureşti USH; Curtin University, Perth, Australia; Toronto Metropolitan University, Canada; Cardiff Metropolitan University, UK) . În lucrarea sa, „Generative Artificial Intelligence-Based Work Processes and Labour Productivity Resulting in Job Loss and Creation”,autorul a analizat cum sistemele de inteligenţă artificială conectate şi interoperabile pot efectua sarcini în mai multe etape în mod autonom, pot reduce costurile operaţionale şi ratele şomajului şi pot gestiona fluxuri de lucru organizaţionale şi canale de management bazate pe Big Data, stimulând crearea de valoare comercială şi creşterea productivităţii.

• Prof.univ.dr. Manuela EPURE, în lucrarea „The AI Impact on Human Capital”, a prezentat noile tendinţe pe piaţa muncii, modul în care angajaţii trebuie să se adapteze la progresele IA, iar firmele să aloce mai multe resurse financiare pentru formarea profesională a salariaţilor.

Invitaţii din străinătate au susţinute alte comunicări urmărite cu interes:

• Nevenka Popović ŠEVIĆ, Aleksandar ŠEVIĆ, Milica SLIJEPČEVIĆ,Tatjana Mamula NIKOLIĆ (University Business Academy in Novi Sad, Faculty of Contemporary Arts Belgrade, Information Technology School ITS Belgrad, Serbia; The University of Dublin, Ireland; Metropolitan University in Belgrad, Serbia;Belgrade Banking Academy, Serbia) – „Ethical Considerations, Attitudes and Behaviour Towards Artificial Intelligence: The Comparison Between Users and Non-Users”

• Milica Čolović Vladimir Mitić (Singidunum University, Belgrad, Serbia)– „Psychological Aspects of Acceptance and Use of Artificial Intelligence in Management and Business Decision-Making”.

• Damian KEDZIORA (LUT University, Lahti, Finlanda) – „Agentic Process Automation (APA) – When RPA Gets Empowered by AI”.

• Dragan ILIĆ (University Business Academy in Novi Sad, Serbia) – „Strategic Enablers of Innovation: The Role of Consultants in AI Integration For E – business Succes”.

• Dušan STOJAKOVIĆ (Information Technology School ITS, Belgrade, Serbia) – „Artificial Intelligence Between Data and Emotion: Societal Implications of Digitalization and Human Interaction”.

• Jovan IVKOVIC, Jelena IVKOVIC (Information Technology School ITS, Belgrad, Serbia) – „Sovereign Edge AI LLMs – SEAL: Sovereign Edge Agentic Multimodal LLMs – Personal & Air-Gapped, Decision-Assured, Confidential, Low-Latency DSS”.

• Slavko POKORNI (Information Technology School ITS, Belgrad,Serbia)- „Reliability of Artificial Intelligence”.

• Sabyasachi RATH (NIST – Institute of Science and Technology, Berhampur, Odisha, India)- „ AI-Enabled Pricing Analytics: Rethinking Traditional Models in the Fast-Moving Consumer Goods (FMCG) Marketplace”.

• Victoria IORDACHI, Stela CIOBU (Academy of Economic Studies of Moldova (ASEM), National Institute for Economic Research (INCE) , Chişinău, Moldova; Academy of Economic Studies of Moldova, Chişinău) – „Artificial Intelligence and Cryptocurrency Economies: Institutional Reactions and Global Market Trends”.

• Urška BUTOLEN (University of Maribor, Slovenia) – „Implementing Sustainability in Business: Key Drivers and Effects on Organisational Performance”.

• Vanja STANKOVIĆ (Information Technology School ITS, Belgrad, Serbia) – „Advancing Hyperpersonalization in Marketing: Integrating Customer Digital Twins, Multi-Agent Intelligence, and Predictive Personalization”.

• Wilfred Isioma UKPERE (University of Johannesburg, Gauteng, Africade Sud ) – „Revisiting the state of fair labour Practices in an Emerging Economy”.

• Alexandra RADU (Instituto TESEO, Salerno, Italia) – „Occupational Therapy as a Framework for Intercultural Collaboration: Proculturation and Adaptive Communication in Multinational Teams”.

• Baktybek ISAKOV (Kyrgyz-Turkish Manas University, Bishkek, Kîrgîzstan) – „Beyond the Comfort Zone: Why Rural Migrants Outperform Urban Natives in Urban Success and Entrepreneurship”.

• Zhyldyz CHYMANOVA (Kyrgyz -Turkish Manas University, Bishkek, Kîrgîzstan) – „AI Role In Economic Advertising Discourse”.

• Kanykei KALIEVA, Zarina TEMIRBEKOVA, Karamat IBRAIMOVA (Kyrgyz -Turkish Manas University, Bishkek, Kîrgîzstan; Arabaev Kyrgyz State University, Bishkek, Kîrgîzstan;International University of Kyrgyzstan, Bishkek, Kîrgîzstan) – „Comparative Linguo-cultural Analysis of Phraseological Units of Color in English and Kyrgyz Language Using AI-Assisted Linguistic Methods”.

• Elitsa PETROVA, Ivan MALAMOV (Vasil Levski National Military University, Veliko Tarnovo, Bulgaria) – „Empirical Study of the Understanding of Basic Management Phenomena (Based on the Example of Military Formations in the Republic of Bulgaria)”.

• Ganiyu Oluwaseyi QUADRI (University of Johannesburg, Department of Industrial Psychology and People Management, School of Management, College of Business and Economics, Johannesburg, Africa de Sud)– „Artificial Intelligence Influence on Strategic Human Resources among Financial Institutions in Nigeria”.

• Agil VALIYEV (Azerbaijan State Oil and Industry University, Baku, Azerbaijan) – „Evaluation how AI customer service can improve the experience of the user”.

• Stefano AMODIO (Instituto TESEO, Salerno, Italia) – „Artificial Intelligence, Psychosociology, and Marketing: Relationships and Perspectives”.

• Melina ALLEGRO (Instituto TESEO, Salerno, Italia) – „Management and Corporate Innovation in the AI Economy: Human Resources, Humor, Lateral Thinking, and Creativity as Strategic Problem-Solving Levers”.

Prima zi a conferinţei s-a încheiat cu comentarii, observaţii şi felicitări din partea organizatorilor şi a moderatorilor.

A doua zi a lucrărilor conferinţei s-a desfăşurat pe patru paneluri distincte:

Panel 1: MANAGEMENT AND BUSINESS INNOVATIONS IN AI-DRIVEN ECONOMIC – moderator: prof.univ.dr. Daniela Pasnicu. Au fost prezentate lucrărilor profesorilor:

1. Marco IMPERIO (University of Salento, Lecce, Italia) – „The Role of Artificial Intelligence in the Competitiveness of Family Businesses”.
2. Adam BALCERZAK (University of Warmia and Mazury in Olsztyn,Olsztyn,Polonia)–„Artificial Intelligence in Financial and Green Energy Decision-Making”.
3. Maria KOVACOVA (University of Žilina, Žilina, Slovacia) – „Generative Artificial IoT-Based Fintech Algorithms and Transaction Monitoring and Credit Scoring Tools for Financial Decision-Making Processes.”
4. Marek NAGY (University of Žilina, Žilina, Slovacia) – „Economic Dimensions of Digital Transformation Through AI-Driven Predictive Maintenance: Financial Performance Indicators in Multinational Corporate Systems”.
5. Katarína VALÁŠKOVÁ (University of Žilina, Žilina, Slovacia) – „Digital Disruption and Economic Change: The Role of AI and Policy in Shaping Public Sector Performance”.
6. Danuta SZPILKO (Bialystok University of Technology, Bialystok, Polania) – „Factors Shaping the Future of Sustainable and Smart Cities in Europe”.
7. Judith EZICHI-OBASI, Ezionye F. EBOH, Ruth E. UFOMBA, Francis E. MONYEI, Wilfred Isioma UKPERE (Abia State University, Uturu, Nigeria, Department of Industrial Psychology and People Management, University of Johannesburg, Africa de Sud) – „A Developmental Management Analysis of Succession Strategy as an Enabler for Firm Sustainability”.
8. Raluca ZORZOLIU, Mariana IATAGAN (Universitatea „Spiru Haret” România) – „Leveraging AI for economic growth and societal progress”.
9. Marius Daniel MAREŞ, Valerica MAREŞ (Universitatea „Spiru Haret” România, Academia de Studii Economice România) – „From Software to Strategy: The Role of Culture and Innovation in the Hybrid Digital Transformation of Companies. The Role of Artificial Intelligence in Creating Organizational Competitive Advantage”.
10. Anca UNGUREANU, Adrian UNGUREANU, Silvia RASCU-PISTOL, Gabriela UNGUREANU(Universitatea „Spiru Haret” România)– „Sustainability – A New Trend In Business”.

Panel 2: MARKETING STRATEGIES AND CONSUMER TRENDS IN THE AI ECONOMY – moderator conf.univ.dr. Elena Gurgu.

1. Yuriy VOVK (Ternopil Ivan Puluj National Technical University, Ternopil Region, Ucraina) – „Animation Services 2.0: How E-Business Platforms Reshape Hospitality Revenue Streams and Operational Efficiency in Post-Pandemic Europe”.
2. Iryna VOVK (Ternopil Ivan Puluj National Technical University, Ternopil Region, Ucraina) – „AI-Powered Talent Acquisition and Retention Strategies in Hospitality and Tourism”.
3. Oluchukwu ANOWOR (University of Johannesburg, Gauteng, Africa de Sud)– „Health Capital, Labour Dynamics, and Agricultural Performance in West Africa”.
4. Stephen I. TERNYIK (University of Coimbra, Institute of Philosophical Studies, Lisabona, Portugalia) – „Economics Paradigm Shift in the Digital Age”.
5. Michael KOORAPETSE (University of Johannesburg, Gauteng, Africa de Sud)– „A Critical Evaluation Of Botswana’s Labour Dispute Resolution System, with Particular Focus on its Overall Effectiveness”.
6. Nyasha MAPIRA (University of Johannesburg, Gauteng, Africa de Sud)– „Transition from Male Breadwinner to Dual Earner Work System in Zimbabwe: Consequences and Remedies”.
7. Ramona Olivia ŞTEFĂNESCU-MIHĂILĂ (Universitatea „Spiru Haret” România) – „AI-Driven Management and Business Innovations: Impacts on Romania’s Economic and Social Indicators (2020–2026)”.
8. Dragos FRĂSINEANU, Alexandra TEACĂ, Doina TEODORESCU, Ionuţ Lucian IONESCU-PIATRA, Alexandra ALMAŞAN, Raluca ABABEI, Geanina SIMBOTIN, Aurora MIHAI, Monica PARNESCU, Cornelia ARMEANU, Luciana BUFALINO, Radu PODGOREANU, Marina DRĂGAN, Elena GURGU (Ministerul Culturii România; Direcţia de Cultură, Bucureşti) – „Smart Management of Cultural Monuments: Leveraging AI for Preservation and Control”.
9. Elena GURGU, Ramona Olivia ŞTEFĂNESCU- MIHĂILĂ, Luminita Viorica PISTOL, Amarnath PADHI, Victor Nicholas GURGU, Ioana-Andreea GURGU, Iosif GURGU, Evelyne LUTAS, Mădălin Cornel MANOLEA, Milena ILIC, Valentin KULETO, Marko PAVLOVIC, Jovana TOSIC, Vladimir RADIVOJEVIC, Jelena PREMOVIC (Universitatea „Spiru Haret” România; NIST -Institute of Science and Technology, Berhampur, Odisha, India; TUE Eindhoven, Olanda; Direcţia Generală de asistenţă Socială şi Protecţia copilului Sector 4, Bucureşti, Euromaster Company; The Educational Alliance LINK Group Belgrade, Serbia; Information Technology School ITS, Belgrade, Serbia; University Business Academy in Novi Sad, Faculty of Contemporary Arts Belgrade, Serbia) –„The Rise of Agentic Enterprises: From Data-Driven Operations to Value-Driven, Human-Centered AI Governance”.
10. Judith Ezichi-Obasi, Udensi E. CHUKWU, Ruth E. UFOMBA, Francis E. MONYEI, Wilfred Isioma UKPERE (Department of Management,Abia State University, Uturu, Nigeria; Department of Industrial Psychology and People Management, University of Johannesburg, Africade Sud) – „Leveraging Pro-Social Behavioural Management Strategies for the Productivity of Workforces in Nascent Economie”.

Panel 3: ACCOUNTING AND LEGAL FRAMEWORKS IN THE AGE OF AI – moderator prof.univ.dr. Luminiţa Ionescu:

1. Luminiţa IONESCU (Universitatea „Spiru Haret” România) – „Accounting Profession in the Age of AI: New Paradigms and Challenges”.
2. Tomislava KRAMARIĆ (University of Split, Faculty of Forensic Sciences, Split, Croaţia) – „Firm Financial Soundness in the AI Age”.
3. Aurelian Virgil BĂLUŢĂ, Raluca-Ana-Maria DUMITRU (Universitatea „Spiru Haret” România) – „Managing Change Towards Artificial Intelligence. Steps to Follow at Archiving Service Companies”.
4. Liana GÂDAU (Universitatea „Spiru Haret” România) – „Challenges of Digitization in Accounting”.
5. Marinela GEAMĂNU (Universitatea „Spiru Haret” România) – „Current Trends of Artificial Intelligence in Business Financial Management”.
6. Bianca Florentina RUSU, Lăcrămioara Rodica HURLOIU, Lucian Dorel ILINCUŢĂ, Ion Iulian HURLOIU (Universitatea „Spiru Haret” România) – „Optimization of Audit Processes in Management Systems by Integrating Artificial Intelligence”.

Panel 4: TECHNOLOGY AND INTERNATIONAL BUSINESS DYNAMICS: AI’S ROLE IN ECONOMIC TRANSFORMATION – moderator conf.univ.dr. Mihai Andronie:

1. Tomas KLIESTIK (University of Žilina, Žilina, Slovacia) – „Generative Artificial Intelligence of Things Systems in Digital Twin Industrial Metaverse”.
2. Milos POLIAK (University of Žilina, Žilina, Slovacia) – „Generative AI Deep Learning Fintech Capabilities for Credit Scoring Mechanisms”.
3. Joanna EJDYS (Bialystok University of Technology, Bialystok , Polonia) – „Artificial Intelligence in Social Research: An Opportunity or a Threat?”
4. Joanna SZYDŁO (Bialystok University of Technology, Bialystok, Polania) – „Measuring Intercultural Competences: Constructs and Research Tools”.
5. Katarzyna HALICKA (Bialystok University of Technology, Bialystok, Polonia) – „Factors Shaping the Development of Gerontechnology”.
6. Julia SIDERSKA (Bialystok University of Technology, Bialystok, Polonia) – „Automation and Robotisation of Business Processes – Selected Examples”.
7. Agnieszka RZEPKA (Lublin University of Technology, Lublin, Polonia) – „The Chameleon Paradigm: An Integrated Model for Managing a Company in a Changing Business Environment”.

Conferinţa Internaţională online ICESBA 2025: ARTIFICIAL INTELLIGENCE-DRIVEN TRENDS IN MANAGEMENT, MARKETING, ACCOUNTING, BUSINESS ECONOMICS AND LAW, organizată de Universitatea „Spiru Haret”, Facultatea de Ştiinţe Economice Bucureşti, s-a bucurat de un real succes în rândul participanţilor, având deja o lungă tradiţie de dezbatere şi prezentare a comunicărilor academice pentru profesori şi cercetători din toată lumea. În ultimii ani, ConferinţaInternaţională ICESBA s-a dezvoltat continuu, dar conferinţa organizată anul acesta s-a bucurat de un succes fără precedent, având un număr mare de participanţi şi keynote speakers.

Prof.univ.dr. Luminiţa IONESCU
Director, Departamentul de Ştiinţe Economice Bucureşti