Discover how IMD is leading the charge in integrating AI into MBA programs. Omar Toulan, PhD, Dean of the MBA program, discusses innovative tools like their IMD GPT, their unique focus on transversal skills, AI-enhanced decision-making, and leadership development. Learn how this forward-thinking approach sets IMD apart.
The integration of artificial intelligence (AI) in MBA programs is rapidly transforming business education. In a recent interview, Omar Toulan PhD, Dean of the MBA program at IMD Business School, shared his insight into how IMD embraces this technological shift.
IMD is not just teaching about AI. It also integrates AI into the learning experience. This approach prepares students to operate with confidence in an AI-enhanced business world.
Based in Lausanne, Switzerland, IMD offers a 1 year MBA degree program focused on developing impactful leaders through a focus on leadership, transversal, and functional skills training. The program was ranked #1 in Europe by Bloomberg in 2024, and Program of the Year by Poets & Quants in 2024.
IMD took an early and proactive approach to AI. In late 2023, IMD launched its first AI policy. In contrast to most institutions, this policy wasn’t defensive. It aimed to show students how to leverage AI effectively.
Omar explains, “It was not a defensive approach. It was really one where we know people would be using AI in the workplace, and it’s a disservice if we treat it as something to ban.” (0:52)
He explains that the goal is ultimately to apply AI tools to enhance their capabilities without outsourcing important decision-making to AI.
In response to the demand for AI tools in all facets of business today, IMD developed a unique tool: the IMD GPT. This generative AI tool serves as an “MBA in your back pocket.” (01:45)
According to Omar, MBA students can ask the GPT questions based on class content. The custom-built GPT accesses both internal course material and the broader internet.
In December of 2023, IMD implemented its first AI policy, and then in early 2025, IMD redesigned its MBA program. The redesign heavily emphasized skills development.
“IMD has always been a place where we’ve been focusing on leadership skills as the core of our value proposition.” (2:24) While technology may evolve, leadership skills remain central.
However, this focus has had to evolve to the demands of AI and other innovations when preparing leaders for the future. Omar states, “To be an effective leader, you also need what we call transversal skills, which are even more relevant today in this AI-enhanced world.” (02:35)
Omar emphasizes that transversal skills are more important than ever. These skills include pattern identification, problem-solving, and decision-making. The ability to ask good questions and communicate decisions effectively is also crucial.
Contrary to many traditional higher education institutions, IMD chose to take a proactive approach to adopting GenAI into their MBA program. At IMD, AI is incorporated as a “sparring partner”, helping students make better decisions.
However, Omar asserts that this does not replace decision-making. Omar explains, “We want to show students how to leverage it to make them more effective, but at the same time, not outsource the decision-making to the AI”. (01:10)
The application of AI technologies in the decision-making cycle ensures the consideration of different options and criteria. “The way I view an effective leader, is somebody who can make difficult decisions and then effectively communicate those, and so AI can definitely help us in that process,” he notes. (4:23)
Using AI as a pedagogical tool, IMD’s GPT serves the students as a 24/7 reference and learning directory for their program. Students can access course content and explore applications of their learning across different industries and geographies.
For example, students can ask the GPT to explain a concept covered in a lecture and bring it to life with a real-world example, on demand. Omar illustrates with a prompt a student might enter into the GPT, “Explain to me the concept Professor Toulan talked about on Tuesday but give me an example from the pharma industry instead”. (5:30)
He explains that the GPT is trained on anonymized data from the course content and stored in a closed environment but can also sweep the internet to answer questions.
Along with the IMD GPT, AI is also used in the course content and the MBA program includes an AI course. It is part of the new “Future Lab” module in Singapore. The course focuses on technology, with AI as a leading component. The entire class goes to Singapore for a month-long trip in an intensive class that is part of their core program.
AI and machine learning tools can assist the teaching staff with giving personalized feedback. These tools assess assignments based on rubrics for ten transversal skills. Students then receive quarterly feedback on their performance and progress.
This feedback covers structure, options considered, and the quality of the questions they ask. While the assignments are graded by the professor, they are also run through the AI tool to compare the scores to personalize the feedback.
Omar acknowledges the challenges of AI, not least including “hallucinations”. He asserts that human evaluation and reviews are firmly in place to prevent any inaccuracies in student reports.
“In this first round, we are also making sure that there’s human evaluation and review of anything that comes out of the AI.” (08:41)
This ensures that the students are not receiving reports from faculty that may contain any output with hallucinations. This oversight also helps to refine and improve their AI tools.
As with any novel technology, AI has its limitations, especially when it comes to creativity. It struggles to generate new ideas and so far it has proven that AI is best suited for providing industry background and performance data. Omar adds, “AI still has a challenge when it comes to creativity… it can’t yet come up with brand new ideas.” (11:11)
Omar asserted that this is where the importance of human management and creativity come into play, as well as leveraging leadership. He stresses, “I have yet to see the AI inspire people, to get them to buy into an idea.” (12:02)
IMD benefits from a faculty that is highly receptive to emerging technologies. This openness facilitates the integration of AI into the curriculum. Omar stresses, “We’re fortunate that at IMD we have a faculty [that] is quite receptive to adopting new technologies and new approaches.” (09:13)
As he mentions in our interview, some of Omar’s colleagues were recently published in the Harvard Business Review, touting the benefits, challenges, and surprising insight they gained so far when testing the IMD GPT with 167 executives from a wide range of industries in their programs.
IMD’s integration of AI in its MBA program represents a forward-thinking approach to business education. By using AI as a sparring partner, focusing on essential transversal skills, and addressing the limitations of AI, IMD ensures that its graduates are well-equipped to lead in an AI-enhanced world.
This innovative strategy augments decision-making and leadership skills and positions IMD as a leader in adapting to the evolving demands of the corporate landscape. This ensures their students are ready to drive success in a rapidly changing future.
For further information about the innovative programs offered by IMD explore the IMD profile page.
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