added a research item
Artificial Intelligence - Marketing Applications
Artificial Intelligence (AI) and Machine Learning (ML) may save costs, and improve the efficiency of business processes. However, these technologies can also destroy business value, sometimes critically. The inability to identify how AI and ML may destroy value for businesses, and manage that risk, lead some managers to delay the adoption of these technologies, and, hence, prevents them from realizing the technologies’ potential as business tools. This article proposes a new framework by which to map the components of an AI solution, and to identify and manage the value destruction potential of AI and ML for businesses. We show how the defining characteristics of AI and ML risk the integrity of the AI system’s inputs, processes and outcomes. We, then, drawn on the concepts of value creation content and value creation process to conceptualize how these risks may hinder the process of value creation and actually result in value destruction. Finally, we illustrate the application of our framework with the example of the deployment of an AI powered chatbot in customer service, and discuss how to remedy the problems identified.