Joanra Mallart is Experience Design Director and GenAI expert at IBM Consulting. He has 25 years of experience in business and technology consulting. Joanra has led and contributed to digital transformation projects in global companies, with key expertise in Media & Entertainment and Retail industries. His area of expertise is the design of user experiences, both for customers and employees, using technologies such as artificial intelligence and with digital channels such as mobile or spatial computing. He is currently Generative AI ambassador at IBM Consulting Spain. In addition to his work in IBM, Joanra is Academic Collaborator at Esade Business School, teaching on both Executive Education and Master of Science programs.