Isabel Aufricht

Isabel Aufricht is an external doctoral candidate at the Institute for Family Business & SMEs at WHU—Otto Beisheim School of Management. Her research focuses on integrating Artificial Intelligence (AI) into creative processes. In particular, she investigates what fears arise among employees due to the use of AI and how these fears can be managed by selecting coping mechanisms.

Raised in a family business, Isabel has always been fascinated by the synergy between creativity and entrepreneurship. She began her academic career with a two-year art study. She then completed a Bachelor's degree in International Marketing in Karlsruhe and Milan and a Master's degree in Entrepreneurship at WHU and Copenhagen Business School. Before starting her doctoral studies, she gained experience in various research institutions, including HSG St.Gallen and Ludwig-Maximilians-Universität München.

In addition to her research activities, Isabel consults family businesses transitioning at philoneos. Her focus here is on innovation, transformation, and employer attractiveness projects.