On May 12, the large-scale Laburatorio 2026 forum took place at the iconic cultural center Palacio Libertad in Buenos Aires, focusing on the future of work, digital transformation, entrepreneurship, and new professions of the 21st century.
Among the attendees were Business Women LATAM representative Olena Zhukova and social activist Monica Masseroni, who participated in the event to explore new trends in business, communications, technology, and professional development, as well as to connect with representatives of Argentina’s business and creative communities.
The forum was organized by Fundación BNA with the support of Banco de la Nación Argentina — the National Bank of Argentina. Directors, bank executives, innovation experts, media professionals, marketers, technology specialists, and career development experts attended the event.
Laburatorio 2026 became a platform for discussing how the modern labor market is changing under the influence of artificial intelligence, digitalization, and new communication formats. The focus was placed on the professions of the future, personal branding, adaptation to new economic conditions, entrepreneurship, and the role of creativity in the modern world.
Among the speakers were well-known Argentine experts, journalists, and entrepreneurs:
- Gabriel Oliveri — Director of Marketing and Communications in the luxury hospitality sector;
- Mario Pergolini — renowned media producer, entrepreneur, and expert in innovation and technology;
- Patricia Jebsen — expert in professional development and employment;
- Ferbo — content creator and brand communication specialist;
- Mili Hadad — expert in digital communications and modern trends;
- Andrés Rieznik — specialist in critical thinking and mental flexibility;
- Sofi Martínez — sports journalist and TV host;
- Mariela Mociulsky — CEO of Trendsity and expert in market research and innovation;
- Dominique Sarries — creative director and founder of projects in the field of creative development.
During the panel discussions, speakers addressed how young specialists and professionals can adapt to the new economy, why soft skills are becoming just as important as technical knowledge, and how artificial intelligence is influencing the future of work. Special attention was also given to personal branding, communication in the digital environment, and the development of an entrepreneurial mindset.
The atmosphere of the forum combined business, education, technology, and inspiration. The event brought together representatives of the banking sector, media, startups, marketing agencies, the creative industry, and young entrepreneurs seeking to become part of the new professional reality.
FORUM Laburatorio 2026 became one of the most prominent professional and motivational events of May in Buenos Aires, demonstrating that the future of work is already being shaped today through innovation, flexible thinking, digital skills, and a readiness for continuous development.
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Author: Olena Zhukova
Photo: from the archive of Olena Zhukova