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Innovation Rock: the hackathon that brings together young talent, AI, and business challenges

13/03/2025
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CEU San Pablo University has celebrated the 7th edition of Innovation Week. A unique event that aims to become an ecosystem between university talent and the business world, in which different companies and institutions have posed real challenges to nearly 500 students from the five faculties and the Institue of Technology. This was an opportunity for the professionals of the future to present creative ideas that, in some cases, have responded to a need and will contribute to improving society, people and companies.

This hackathon was attended by companies and institutions such as AWS, L'Oréal, Mapfre, IBM, Ilunion, Moeve, Auara, Farlabo, Enterprise Mobility, Madrid Talento, Mantequería Andrés, Fundación Prodis, Fundación AMÁS, Squire Patton Boggs, ManpowerGroup, Chemo and Unicom Jobs, who took part in this event to propose real challenges to the students, as well as giving inspiring talks and round tables.

The Rector of the University, Rosa Visiedo, stressed ‘the importance of training the professionals of the future so that they can solve the challenges demanded by companies, from an innovative, proactive and critical thinking perspective’. In this sense, she pointed out, ‘This hackathon brings together business challenges and university talent with the aim of proposing solutions to issues of great social impact, in which our young people contribute innovative ideas, in order to form a better society and a better world’.

This year, the participants made use of PartyRock, a free generative AI application developed by Amazon Web Services (AWS), which was presented by Suzana Curic, AWS Country Leader for Spain and Portugal, during the inauguration of this meeting. Using this new tool, the students faced challenges such as creating an internal communication campaign; improving the positioning of new products and businesses; encouraging responsible recycling; designing an app to optimise the Public Legal Service; seeking new formulas for measuring productivity; attracting talent with disabilities in the future; promoting a clothing collection programme; and proposing new uses of technologies to promote efficiency, sustainability and the circular economy, among others.

“At AWS, we are committed to driving the next generation of digital innovators, and tools like AWS PartyRock provide an accessible environment where young people can experiment with AI without the need of deep technical knowledge, fostering essential skills such as critical thinking and problem-solving, which will prepare them for a future where human-machine interaction will be increasingly important,” said Suzana Curic.

The day concluded with an awards ceremony recognising the best applications developed during the event, assessing aspects such as their applicability, technical quality, inspirational potential, creativity and innovation, and usability.

Palabras clave Innovation Rock Innovación AWS Inteligencia Artificial Empresas