On Monday, December 9, 2025, TBS Education’s MSc Data Science & AI students faced their first real-world industrial challenge. Entrusted by APEM (Human-machine interface solutions company), the task pushed them to mobilize their technical skills, creativity, and analytical thinking under tight deadlines. Just five days later, on Friday, December 13th, these same students took to the stage to present fully functional AI agents to company representatives. Between those two dates? A demanding and stimulating week, driven by teamwork and technical challenges.
For the 2025 edition, APEM, a company specializing in human-machine interfaces and electrical components, tasked the MSc Data Science & AI students with a concrete problem: the generic images on their website were creating uncertainty among customers.“Clients don’t really know what they’re buying“, explains Nada, a Moroccan MSc student in Data Science & Artificial Intelligence.
The students’ mission? To develop AI agents capable of generating customized images that accurately reflect APEM’s products. Four teams of four to five students each, took on the challenge. Throughout the week, they worked with the technical data provided by the company, under the guidance of their professors, who helped steer their thinking and kept the projects on track.
Georges, a Cameroonian MSc student, summarizes the core of the project: “We had to create an AI agent that could retrieve all the information from the database they provided and then extend the model so that APEM could integrate it into their services.”
To help students tackle such an ambitious challenge, the Hackathon was designed as a fully guided journey. The first two days focused on project framing: understanding the company’s needs, analyzing the data, and establishing a clear methodology. “We had a precise schedule for the whole week. The first days were all about defining the objective before moving on to prototyping,” explains Nada.
From day three onwards, it was time for creation and execution: prototyping, prompt engineering, successive testing, and continuous adjustments. For Georges, this stage gave the event its true value: “The most interesting part was building the model itself. Even though we’re in a management school, it’s important to approach some processes from a more ‘engineering’ perspective.”
The final day capped off this intense week with preparation of presentations in the morning, followed by pitches to APEM representatives and professors in the afternoon.
For many participants, it was their first Hackathon – a memorable but challenging experience. Students don’t hide that the pace was demanding: “It was an intense project, but very rewarding. It required roughly two weeks of work, sometimes even in the evenings at home, but we’re all proud of the result. It was worth it!” says Nada.
Georges echoes this general feeling: “These five days were extremely intense. We’re exhausted, but proud to have seen it through.” Intensity is part of the learning process, designed to immerse students in the realities of professional life. Tight deadlines, delivery pressure, and the need to organize and collaborate effectively: these are all realities that the students had to face.
For Alessandra, an Italian exchange student, the Hackathon was above all a lesson in teamwork: “We learned to manage our time, prioritize tasks, and work as a team under pressure. It was an incredibly formative experience.”
After this extraordinary week, the students left with far more than technical skills or a completed project. Above all, they walked away with invaluable professional experience: working alongside a real company, understanding its challenges, devising innovative solutions, and presenting them to industry experts.
The event is a perfect example of TBS Education’s MSc Data Science & AI approach, blending academic rigor with hands-on practice and giving students a true taste of what it’s like to work in a fast-paced, real-world setting.
Asked about the MSc Data Science & Artificial Intelligence program, Georges didn’t hesitate: “Not to brag, but it’s the best program at TBS Education”. After five days of intensive work, his enthusiasm says it all about the value of this immersive experience.