Event Description
Organisations across the world are investing heavily in Artificial Intelligence, yet many initiatives stall, not because of the technology, but because teams rush to solutions before fully understanding the business problem.
This immersive, interactive learning experience places participants at the centre of a realistic AI transformation scenario. You will investigate the root problem, interview stakeholders, navigate conflicting viewpoints, and recommend a clear, evidence‑based path forward.
Rather than learning Business Analysis through slides or theory, this workshop enables participants to experience the complexity of organisational change firsthand. Through role‑play, collaborative investigation and practical facilitation techniques, you’ll see how an outcome‑driven mindset can dramatically improve the success of AI‑enabled business change.
Who this session is for
This development session is ideal for business analysts, product professionals and change practitioners who want to strengthen their analytical thinking, stakeholder engagement and problem‑framing skills in the context of modern AI initiatives.
Investment
What you will gain from attending the session
By taking part in this immersive experience, you will leave better equipped to:
- Lead AI transformation initiatives with a strong focus on business outcomes, not just technology.
- Elicit and define the real business problem before committing to any solution.
- Apply an outcome‑driven mindset to prioritise value delivery over building features.
- Identify, analyse and communicate AI‑related risks to support confident, informed decision‑making.
The Speaker
Fabrício Laguna, aka The Brazilian BA.
Fabrício Laguna is an international keynote speaker who helps organisations build the confidence to lead complex transformations through Business Analysis, strategic thinking and Artificial Intelligence. Known for his creativity and humour, he designs immersive learning experiences that make complex ideas simple, practical and memorable.
His keynotes and workshops have inspired audiences across Europe, Africa, Oceania and the Americas. His educational content reaches a global community through YouTube and LinkedIn, and his Udemy courses have earned high ratings from students in more than 70 countries.
Fabrício serves as Senior Advisor to the President and CEO of IIBA, is a former President of the IIBA Brazil Chapter, and was the first CBAP®‑certified professional in Latin America. He is also the author of Please Hold – The Power of Outcome‑Driven Thinking and is widely recognised for his engaging, humorous and highly interactive speaking style.
Venue, Catering and Other Details
This workshop-style event will be held at The Alan Hotel in Manchester, in the Events 1 and Events 2 meeting rooms. The session will run from 6:00 pm to 9:30 pm.
The venue is located on Princess Street, a short 5-7 minute walk from Manchester Oxford Road station.
Tea, coffee, water and refreshments (canapés) will be provided throughout the evening.
Please note that photos and videos will be taken during the event. If you'd prefer not to be filmed, please let one of the event organisers know on arrival.