As part of the strategic project App Privacy Impact (App-PI), funded by the Recovery, Transformation and Resilience Plan (NextGenerationEU) and developed by the University of Valladolid in collaboration with INCIBE – National Cybersecurity Institute, Dr. Víctor Temprano García participated in the XX Iberian International Business Conference (IIBC 2025), held in early October in Gijón.
During his presentation, entitled ‘Artificial Intelligence Adoption and Marketing Performance: An Information Processing Theory Perspective,’ Dr. Temprano analysed how information processing capabilities influence the responsible adoption of artificial intelligence (AI) solutions within organisations. His presentation highlighted the importance of understanding the balance between leveraging AI to improve business performance and the need for ethical and transparent data management, especially with regard to user privacy.
This work falls within the objectives of the App-PI Project, which aims to generate applied knowledge on assessing the impact of mobile applications on privacy and digital security. Through this type of research, the project contributes to strengthening the national cybersecurity and responsible innovation ecosystem, in line with the initiatives promoted by INCIBE.