Artificial Intelligence is transforming international business, but one important question remains: Should AI replace human decision-making, or should it support it?
This question was at the heart of the 8th Workshop on Export Management, held on 11-12 June 2026 at ISCID-CO Business School in Dunkirk, France. The workshop brought together researchers and international business experts to discuss how exporters can remain competitive in an increasingly uncertain global environment.
During the conference, we presented our latest research on how Hybrid AI can improve export performance and support SMEs expanding into international markets.
International Trade Is Becoming More Complex
Exporters today face a very different business environment than just a few years ago.
Tariffs change rapidly. Supply chains are disrupted. Regulations evolve continuously. Geopolitical tensions affect international business decisions almost daily.
For SMEs with limited resources, making the wrong export decision can become extremely expensive.
The research presented by Manatex.digital explores how companies can combine human expertise with Artificial Intelligence to make faster, more reliable international business decisions.
What Is Hybrid AI?
The presentation, titled “Hybrid AI and Export Performance: Rethinking Digital Transformation for SMEs in Turbulent Markets,” introduced the concept of Hybrid AI, also called the Gray Box approach.
Instead of relying entirely on AI (“black box”) or entirely on manual analysis (“white box”), Hybrid AI combines both.
AI performs what it does best:
- processing large amounts of international data,
- monitoring markets,
- identifying opportunities,
- detecting risks,
- generating recommendations.
Human experts remain responsible for:
- interpreting results,
- validating recommendations,
- applying industry knowledge,
- making final strategic decisions.
This creates a decision-support model that is both efficient and trustworthy.
Why This Matters for SME Exporters
For companies expanding internationally, Hybrid AI can help:
- identify the most attractive export markets
- compare multiple market entry scenarios
- monitor competitors and pricing
- reduce export risks
- react faster to geopolitical and regulatory changes
- make better data-driven decisions
Rather than replacing export managers, Hybrid AI allows them to focus on strategic decisions while automation handles repetitive analysis.
International Academic Collaboration
The workshop gathered researchers and specialists from several countries, including France, South Korea, Morocco, and Tunisia, creating an excellent environment to exchange ideas on the future of international business and digital transformation.
The discussions confirmed an important trend:
The future of AI in international trade is not about replacing people. It is about combining AI capabilities with human expertise to create better business outcomes.
From Research to Practice
At Manatex.digital, these ideas are not only academic concepts.
The Hybrid AI methodology presented during the workshop is directly reflected in the design of the Manatex.digital platform, which combines:
- AI-powered market intelligence
- export readiness analysis
- market validation
- competitor intelligence
- partner identification
- strategic decision support
Our objective has always been clear: help SMEs expand internationally with better data, lower costs, and more reliable decisions.
