Firms today are establishing market leadership by mastering digital innovation. For example, the traditional "Mad Men" advertising agencies now have to be able to blend digital products and services with creative strategy. Amazon is as much a retailer and supply chain powerhouse as it is a digital innovator. Similarly, the Netflix business model is heavily reliant on continuously building and enhancing digital products and services to compete against incumbents in the entertainment industry. Ford is realizing that its future competitors are likely to be Facebook and Google and not BMW and Toyota. Meanwhile, Local Motors, an HBS-alum led startup, is using crowdsourcing, digital fabrication and 3D printing to disrupt the automotive industry.

Digital Innovation and Transformation is a Harvard Business School course designed to equip students to confidently help conceive, lead and execute digital innovation initiatives. To enrich the course experience, Professor Greenstein have elected to use this platform for assignments. The goal of using Open Knowledge is to stimulate deeper conversation, cross-pollination between ideas, and inclusion of the global "digital transformation" community.

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Value Creation with AI

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Please pick one company that deploys machine learning or other aspects of deep learning. Amazon uses AI to anticipate when an ad has value that others will bid. Google uses natural language processing to automate Translate. For this assignment, please choose a company that uses AI in a creative way to drive value creation, value capture, or its operating model.

You may focus on use of AI as a service, or you may focus on the use of AI within the process of some part of its business. In other words, please describe how the organization deploys AI as a free-standing service around which it develops a business, or as a complement and improvement into its process. Describe the current challenges and opportunities the company faces in this deployment. Then assess the recommend changes the company needs to make to address these challenges or take advantages of these opportunities. In your post, please consider any organizational changes the company needs to make to achieve its aspirations. While you should devote most of the space to value creation, please make some observations about aspects of the value capture strategy.

1000 words max.

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