Integrating artificial intelligence (AI) into higher education can be both a challenge and an opportunity to shift towards more personalised and effective teaching methods that better address the learning needs of today’s students. This paper presents an innovative teaching experience developed within the PLAYxTRATEGIA project. The initiative employs AI-assisted decision-making simulations to foster strategic thinking and conflict resolution skills among business students. The activity explores the role of AI as an adaptive tutor that provides real-time personalised challenges and feedback. The activity was carried out in three subjects of the business organisation area of the Business Administration and Management and Tourism degrees. Participants (113 students) worked in pairs and took part in structured role-playing exercises using a generative AI tool (Copilot). Each team engaged in conversations with the AI to resolve simulated scenarios involving organisational crises and limited resources. Post-activity survey data revealed substantial learning gains. A large majority (95%) reported an improved understanding of crisis management and decision-making processes. Additionally, 97% of students acknowledged progress in their conflict management skills and 96% felt better prepared to communicate and negotiate with stakeholders. Furthermore, 97% of students reported high levels of motivation and 94% agreed that interacting with AI enhanced their learning experience. This experience demonstrates the potential of AI to facilitate personalised learning pathways and support the development of essential soft skills within strategic education. Its scalable design and alignment with the Sustainable Development Goals (SDGs) make it a versatile and transferable proposal across diverse academic contexts.