Betsabé Arjona is a recognized expert in Digital Transformation and Continuous Innovation, dedicated to empowering Small and Medium Enterprises (SMEs) to leverage technology and sustainability as strategic advantages. With extensive experience in developing holistic diagnostic models and transformation methodologies, she guides organizations through complex change, ensuring innovation drives tangible growth and long-term resilience.

At VDS 2025, Betsabé will present practical methodologies for future-proofing businesses by cultivating the right innovation culture. Her session will address the critical need for SMEs to adopt a new digital mindset, focusing on AI readiness, leadership transformation, and actionable steps for continuous innovation without large R&D investments.

Betsabé has led over ten comprehensive digital and cultural transformation projects, achieving an average 30% improvement in operational efficiency and significant market expansion across America and Europe. Her proprietary Holistic Diagnostic Model has been adopted by more than 50 companies, enabling them to integrate sustainability and technology as core competitive differentiators and attract strategic partnerships.