Uncomfortable innovation: management, technology, and AI in the creative workshop

For years, innovation in pastry has been primarily associated with product, technique, and creativity. However, many of the most significant transformations the sector is experiencing today are not happening in the workshop, but rather in how projects are managed. This presentation proposes a different perspective on innovation in pastry, focusing on a challenging kind of innovation that questions traditional decisions, structures, and models. Management, increasingly supported by digitalization, the use of data, and technological tools such as artificial intelligence, is becoming a key element for organizing processes, improving decision-making, and building more efficient and sustainable business models. It offers a strategic reflection on how technology, when applied effectively, does not replace creativity, but rather organizes it, makes it viable, and allows pastry projects to evolve in an increasingly complex and demanding creative environment.