24.02.2026
In February 2026, Salzburg, Austria, hosted the 6th IFSA Winter Conference on Automation, Robotics & Communications for Industry 4.0/5.0/6.0 (ARCI’ 2026). The event brought together leading scientists, engineers, and professionals from around the world to discuss the latest advancements in automation, robotics, industrial communications, and human–machine interaction.
Among the presented papers was the research by Bulgarian scholars from the Faculty of Economics and Business Administration—Prof. Dr. Neviana Krasteva, Prof. Dr. Tsvetan Davidkov, and Assoc. Prof. Dr. Aleksey Potebnya—titled “Human-Centric Design, Marketing Narratives and User Experience in Human–AI Interaction: Evidence from the Industry 6.0 Transition”. This study was funded by the Bulgarian Ministry of Education and Science under the National Research Fund, Fundamental Research Competition 2024, Contract No. КП-06-Н85/3, dated 5.12.2024.
In their presentation, the authors explored how user-centered design, marketing narratives, and user experience influence human–AI interaction in the context of Industry 6.0. They provided empirical evidence showing how strategies that integrate the human factor can enhance efficiency, trust, and adoption of intelligent systems in modern industrial environments.
The paper highlighted the importance of incorporating human experience and design thinking into AI development, particularly amid rapid industrial transformation.
The participation of the Faculty of Economics and Business Administration team at ARCI’ 2026 demonstrates the active international engagement of its researchers and their contribution to global studies on Industry 6.0 and human-centered technologies.