The FREYA project responds to the rapidly growing use of artificial intelligence in sales, purchasing and other business processes, as well as to the need to prepare students not only to use these technologies, but also to make responsible decisions about their application. The project aims to develop and validate a common Ethical Tensions Framework addressing ethical dilemmas associated with the use of AI and to translate it into practical teaching modules, case studies and assessment tools. These will be piloted at partner higher education institutions and prepared for long-term use and transfer to other European educational institutions.
Objectives of the Project Work Packages
WP1 – Project Management
This work package ensures the overall management, coordination and quality assurance of the project. It focuses on financial management, monitoring of the project schedule and outputs, risk management and coordination of cooperation among the partners. Activities include regular online and transnational project meetings, internal reporting, peer review of key outputs and continuous monitoring of progress towards the agreed milestones.
WP2 – Development of the Ethical Tensions Framework for AI in Sales and Purchasing
The aim of this work package is to develop and validate a common Ethical Tensions Framework for situations in which AI influences commercial decision-making. The project will identify ethical dilemmas related, for example, to customer profiling, pricing, negotiation support and performance management, and organise them within a common framework capturing value conflicts, decision-making trade-offs and their impacts. The framework will be complemented by practical examples and shared terminology and validated by both academic and professional partners.
WP3 – Pedagogical Design and Module Development for Responsible AI
This work package will translate the developed framework into concrete teaching modules suitable for use in higher education. It will define learning outcomes, develop case studies based on real-life sales and purchasing situations, create activities focused on reflection and decision-making, and provide assessment tools for evaluating students’ ability to identify ethical dilemmas and respond to them responsibly. The work package will also include a methodological guide for educators and a common pedagogical model enabling the materials to be used across different European institutions.
WP4 – Pilot Implementation and Cross-Institutional Validation
The aim of this work package is to test the developed teaching modules in real higher education settings across the partner institutions. The pilot activities will assess students’ ability to identify and analyse ethical issues and justify their decisions when using AI in business processes. Results will be compared across countries and institutions, while feedback from students, educators and industry partners will be used to refine the framework and teaching materials. The outcome will be a validated and transferable model supported by practical guidance for its further implementation.
WP5 – Dissemination, Uptake and Sustainability
This work package ensures the dissemination of project results, their uptake in practice and their long-term sustainability. A set of educational and dissemination materials will be developed, including the Ethical Tensions Framework, teaching modules, case studies and implementation recommendations. Project results will be presented through the website, professional materials, webinars, European events and dialogue with higher education institutions, companies and other stakeholders. The work package will also include plans for the long-term integration of the outputs within partner institutions and recommendations enabling their adoption by other higher education institutions across Europe.
Project Overview
- Applicant / Coordinator – University College of Northern Denmark (UCN), Denmark
- Partners – NEWTON University, Czech Republic; University of Applied Sciences Upper Austria (FH Upper Austria / FH Steyr), Austria; University of Macerata (UNIMC), Italy; Tampere University of Applied Sciences (TAMK), Finland; Marche Polytechnic University (UNIVPM), Italy; Insight srl, Italy
- Associated Partners – EY Denmark, Denmark; Biohort GmbH, Austria; USARCI, Italy
- Project identification code – 2026-1-DK01-KA220-HED-000460391
- Project duration – 1 September 2026 – 31 August 2029
- Budget – EUR 400,000
- Funding source – Erasmus+ Programme, Key Action 2 (KA2), Cooperation Partnerships in Higher Education (KA220-HED)
Who Is Behind the Project
- Mgr. Bc. Jiří Peřina – Project Manager
- doc. Mgr. Emil Velinov, Ph.D – Expert Team Member
Co-funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA) / Uddannelses- og Forskningsstyrelsen. Neither the European Union nor the granting authority can be held responsible for them.