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Artificial intelligence: Building blocks and an innovation typology

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  • Paschen, Ulrich
  • Pitt, Christine
  • Kietzmann, Jan

Abstract

The range of topics and the opinions expressed on artificial intelligence (AI) are so broad that clarity is needed on the the field’s central tenets, the opportunities AI presents, and the challenges it poses. To that end, we provide an overview of the six building blocks of artificial intelligence: structured data, unstructured data, preprocesses, main processes, a knowledge base, and value-added information outputs. We then develop a typology to serve as an analytic tool for managers grappling with AI’s influence on their industries. The typology considers the effects of AI-enabled innovations on two dimensions: the innovations’ boundaries and their effects on organizational competencies. The typology’s first dimension distinguishes between product-facing innovations, which influence a firm’s offerings, and process-facing innovations, which influence a firm’s operations. The typology’s second dimension describes innovations as either competence-enhancing or competence-destroying; the former enhances current knowledge and skills, whereas the latter renders existing skills and knowledge obsolete. This framework lets managers evaluate their markets, the opportunities within them, and the threats arising from them, providing valuable background and structure to important strategic decisions.

Suggested Citation

  • Paschen, Ulrich & Pitt, Christine & Kietzmann, Jan, 2020. "Artificial intelligence: Building blocks and an innovation typology," Business Horizons, Elsevier, vol. 63(2), pages 147-155.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:2:p:147-155
    DOI: 10.1016/j.bushor.2019.10.004
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    References listed on IDEAS

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    1. Jarrahi, Mohammad Hossein, 2018. "Artificial intelligence and the future of work: Human-AI symbiosis in organizational decision making," Business Horizons, Elsevier, vol. 61(4), pages 577-586.
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    3. Kakatkar, Chinmay & Bilgram, Volker & Füller, Johann, 2020. "Innovation analytics: Leveraging artificial intelligence in the innovation process," Business Horizons, Elsevier, vol. 63(2), pages 171-181.
    4. Canhoto, Ana Isabel & Clear, Fintan, 2020. "Artificial intelligence and machine learning as business tools: A framework for diagnosing value destruction potential," Business Horizons, Elsevier, vol. 63(2), pages 183-193.
    5. Lee, In & Shin, Yong Jae, 2020. "Machine learning for enterprises: Applications, algorithm selection, and challenges," Business Horizons, Elsevier, vol. 63(2), pages 157-170.
    6. Paschen, Jeannette & Wilson, Matthew & Ferreira, João J., 2020. "Collaborative intelligence: How human and artificial intelligence create value along the B2B sales funnel," Business Horizons, Elsevier, vol. 63(3), pages 403-414.
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