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- August 2018 (Revised October 2020)
- Case
Tailor Brands: Artificial Intelligence-Driven Branding
By: Jill Avery
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills...
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Keywords:
Startup;
Services;
Artificial Intelligence;
Machine Learning;
Digital Marketing;
Brand Management;
Big Data;
Internet Marketing;
Analytics;
Marketing;
Marketing Strategy;
Brands and Branding;
Information Technology;
Entrepreneurship;
Venture Capital;
Business Model;
Consumer Behavior;
AI and Machine Learning;
Analytics and Data Science;
Advertising Industry;
Service Industry;
Technology Industry;
United States;
North America;
Israel
Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Case 519-017, August 2018. (Revised October 2020.)
- March 2018
- Case
IBM: Watson and the Internet of Things
By: Rajiv Lal and Scott Johnson
IBM has recently launched a business unit devoted to the Internet of Things. The group's leadership team needs to figure out the best way to quickly scale its business in a fragmented and nascent market.
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- February 2018
- Case
Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home
By: Rajiv Lal and Scott Johnson
Amazon, Google, and Apple all offer their own smart speaker. The devices represent each firm's entry point into the connected home market. All three companies come into the space with their own strengths and weaknesses. Who will win?
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Keywords:
Apple;
Apple Inc.;
Google;
Amazon;
Amazon.com;
Google Home;
Homepod;
Echo;
Smart Home;
Connected Home;
Voice;
Artificial Intelligence;
Machine Learning;
Internet Of Things;
Smart Speaker;
Connected Speaker;
Intelligent Assistants;
Virtual Assistants;
Voice Assistants;
Alexa;
Google Assistant;
Siri;
Technological Innovation;
Disruptive Innovation;
Competitive Strategy;
Business Strategy;
Adoption;
Information Infrastructure;
Information Technology;
Internet and the Web;
Mobile and Wireless Technology;
Applications and Software;
Technology Adoption;
Digital Platforms;
Household;
AI and Machine Learning;
Electronics Industry;
Technology Industry;
United States
Lal, Rajiv, and Scott Johnson. "Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home." Harvard Business School Case 518-035, February 2018.
- February 2018 (Revised October 2019)
- Case
HubSpot and Motion AI: Chatbot-Enabled CRM
By: Jill Avery and Thomas Steenburgh
HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact...
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Keywords:
CRM;
Sales Management;
Customer Service;
Artificial Intelligence;
B2B Vs. B2C;
Business Marketing;
SaaS;
Marketing;
Marketing Strategy;
Brands and Branding;
Customer Focus and Relationships;
Sales;
Salesforce Management;
Technological Innovation;
Applications and Software;
Customer Relationship Management;
AI and Machine Learning;
Technology Industry;
Service Industry;
United States;
North America
Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Case 518-067, February 2018. (Revised October 2019.)
- January 2018 (Revised March 2019)
- Case
Autonomous Vehicles: The Rubber Hits the Road...but When?
By: William Kerr, Allison Ciechanover, Jeff Huizinga and James Palano
The rise of autonomous vehicles has enormous implications for business and society. Despite the many headlines and significant investment in the technology by early 2019, it was still unclear when truly autonomous vehicles would be a commercial reality. Students will...
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Keywords:
Technology Management;
Artificial Intelligence;
General Management;
Robotics;
Technological Innovation;
Transportation;
Disruption;
Information Technology;
Decision Making;
AI and Machine Learning;
Auto Industry;
Technology Industry
Kerr, William, Allison Ciechanover, Jeff Huizinga, and James Palano. "Autonomous Vehicles: The Rubber Hits the Road...but When?" Harvard Business School Case 818-088, January 2018. (Revised March 2019.)
- August 2017 (Revised July 2019)
- Case
GROW: Using Artificial Intelligence to Screen Human Intelligence
By: Ethan Bernstein, Paul McKinnon and Paul Yarabe
Over 10% of all 2017 university graduates in Japan used GROW, an artificial intelligence platform and mobile app developed by Tokyo-based people analytics startup IGS, to recruit for a job. This case puts participants in the shoes of IGS founder and CEO Masahiro...
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Keywords:
Big Data;
Artificial Intelligence;
Talent and Talent Management;
Recruitment;
Selection and Staffing;
Human Resources;
Information Technology;
AI and Machine Learning;
Analytics and Data Science;
Financial Services Industry;
Air Transportation Industry;
Advertising Industry;
Manufacturing Industry;
Technology Industry;
Japan
Bernstein, Ethan, Paul McKinnon, and Paul Yarabe. "GROW: Using Artificial Intelligence to Screen Human Intelligence." Harvard Business School Case 418-020, August 2017. (Revised July 2019.)
- June 2017
- Teaching Note
IBM Transforming, 2012–2016: Ginni Rometty Steers Watson
By: Rosabeth Moss Kanter and Jonathan Cohen
Ginni Rometty, who became IBM CEO in 2012, led efforts to transform the company around cognitive computing and the AI platform Watson. This Teaching Note helps instructors understand and teach the Harvard Business School case “IBM Transforming, 2012–2016: Ginni Rometty...
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- March 2017
- Supplement
Donna Dubinsky, Numenta and Artificial Intelligence
By: David B. Yoffie
Donna Dubinsky, CEO of Numenta, discusses her views of the future of artificial intelligence and the strategic challenges of building a new platform.
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Keywords:
Artificial Intelligence;
Strategy;
Technological Change;
AI and Machine Learning;
Technology Industry
Yoffie, David B. "Donna Dubinsky, Numenta and Artificial Intelligence." Harvard Business School Multimedia/Video Supplement 717-807, March 2017.
- Article
Why Boards Aren't Dealing with Cyberthreats
By: J. Yo-Jud Cheng and Boris Groysberg
Cheng, J. Yo-Jud, and Boris Groysberg. "Why Boards Aren't Dealing with Cyberthreats." Harvard Business Review (website) (February 22, 2017). (Excerpt featured in the Harvard Business Review. May–June 2017 "Idea Watch" section.)
- January 2017 (Revised March 2017)
- Case
IBM Transforming, 2012–2016: Ginni Rometty Steers Watson
By: Rosabeth Moss Kanter and Jonathan Cohen
To transform IBM for the next technology wave, Ginni Rometty, who became CEO in 2012, led divestment of declining businesses, made acquisitions in digital innovation and cloud computing, formed partnerships with former competitors such as Apple and tech startups, and...
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Keywords:
Digital;
Technological Change;
Artificial Intelligence;
Data;
IBM;
Watson;
Internet Of Things;
Innovation and Invention;
Management;
Sales;
Information Technology;
Technological Innovation;
Transformation;
AI and Machine Learning
Kanter, Rosabeth Moss, and Jonathan Cohen. "IBM Transforming, 2012–2016: Ginni Rometty Steers Watson." Harvard Business School Case 317-046, January 2017. (Revised March 2017.)
- June 2016 (Revised August 2019)
- Case
Numenta: Inventing and (or) Commercializing AI
By: David B. Yoffie, Liz Kind and David Ben Shimol
In March 2016, Donna Dubinsky (co-founder and CEO) and Jeff Hawkins (co-founder) were struggling with a key question: Could Numenta be successful in both creating fundamental technology and building a commercial business? Located in Redwood City, CA, Numenta was...
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Keywords:
Artificial Intelligence;
Machine Intelligence;
Machine Learning;
Strategy;
Business Model;
Entrepreneurship;
Information;
Technological Innovation;
Research;
Research and Development;
Information Technology;
Applications and Software;
Technology Adoption;
Digital Platforms;
Commercialization;
AI and Machine Learning
Yoffie, David B., Liz Kind, and David Ben Shimol. "Numenta: Inventing and (or) Commercializing AI." Harvard Business School Case 716-469, June 2016. (Revised August 2019.)
- October 2015 (Revised October 2016)
- Case
Building Watson: Not So Elementary, My Dear! (Abridged)
By: Willy C. Shih
This case is set inside IBM Research's efforts to build a computer that can successfully take on human challengers playing the game show Jeopardy! It opens with the machine named Watson offering the incorrect answer "Toronto" to a seemingly simple question during the...
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Keywords:
Analytics;
Big Data;
Business Analytics;
Product Development Strategy;
Machine Learning;
Machine Intelligence;
Artificial Intelligence;
Product Development;
AI and Machine Learning;
Information Technology;
Analytics and Data Science;
Information Technology Industry;
United States
Shih, Willy C. "Building Watson: Not So Elementary, My Dear! (Abridged)." Harvard Business School Case 616-025, October 2015. (Revised October 2016.)
- Forthcoming
- Article
A Machine Learning Algorithm Predicting Risk of Dilating VUR among Infants with Hydronephrosis Using UTD Classification
By: Hsin-Hsiao Scott Wang, Michael Lingzhi Li, Dylan Cahill, John Panagides, Tanya Logvinenko, Jeanne Chow and Caleb Nelson
Backgrounds: Urinary Tract Dilation (UTD) classification has been designed to be a more objective grading system to evaluate antenatal and post-natal UTD. Due to unclear association between UTD classifications to specific anomalies such as vesico-ureteral reflux (VUR),...
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Wang, Hsin-Hsiao Scott, Michael Lingzhi Li, Dylan Cahill, John Panagides, Tanya Logvinenko, Jeanne Chow, and Caleb Nelson. "A Machine Learning Algorithm Predicting Risk of Dilating VUR among Infants with Hydronephrosis Using UTD Classification." Journal of Pediatric Urology (forthcoming). (Pre-published online November 9, 2023.)
- Forthcoming
- Article
Chatbots and Mental Health: Insights into the Safety of Generative AI
By: Julian De Freitas, Ahmet Kaan Uğuralp, Zeliha Uğuralp and Stefano Puntoni
Chatbots are now able to engage in sophisticated conversations with consumers. Due to the ‘black box’ nature of the algorithms, it is impossible to predict in advance how these conversations will unfold. Behavioral research provides little insight into potential safety...
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Keywords:
Autonomy;
Chatbots;
New Technology;
Brand Crises;
Mental Health;
Large Language Model;
AI and Machine Learning;
Behavior;
Well-being;
Technological Innovation;
Ethics
De Freitas, Julian, Ahmet Kaan Uğuralp, Zeliha Uğuralp, and Stefano Puntoni. "Chatbots and Mental Health: Insights into the Safety of Generative AI." Journal of Consumer Psychology (forthcoming). (Pre-published online October 26, 2023.)
- Forthcoming
- Article
Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals
By: Ta-Wei Huang and Eva Ascarza
Firms are increasingly interested in developing targeted interventions for customers with the best response,
which requires identifying differences in customer sensitivity, typically through the conditional average treatment
effect (CATE) estimation. In theory, to...
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Keywords:
Long-run Targeting;
Heterogeneous Treatment Effect;
Statistical Surrogacy;
Customer Churn;
Field Experiments;
Consumer Behavior;
Customer Focus and Relationships;
AI and Machine Learning;
Marketing Strategy
Huang, Ta-Wei, and Eva Ascarza. "Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals." Marketing Science (forthcoming). (Pre-published online March 6, 2024.)
- Forthcoming
- Article
How Artificial Intelligence Constrains Human Experience
By: A. Valenzuela, S. Puntoni, D. Hoffman, N. Castelo, J. De Freitas, B. Dietvorst, C. Hildebrand, Y.E. Huh, R. Meyer, M. Sweeney, S. Talaifar, G. Tomaino and K. Wertenbroch
Many consumption decisions and experiences are digitally mediated. As a consequence, consumer behavior is increasingly the joint product of human psychology and ubiquitous algorithms (Braun et al. 2024; cf. Melumad et al. 2020). The coming of age of Large Language...
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Keywords:
Large Language Model;
User Experience;
AI and Machine Learning;
Consumer Behavior;
Technology Adoption;
Risk and Uncertainty;
Cost vs Benefits
Valenzuela, A., S. Puntoni, D. Hoffman, N. Castelo, J. De Freitas, B. Dietvorst, C. Hildebrand, Y.E. Huh, R. Meyer, M. Sweeney, S. Talaifar, G. Tomaino, and K. Wertenbroch. "How Artificial Intelligence Constrains Human Experience." Journal of the Association for Consumer Research (forthcoming).
- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the...
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Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia. Review of Marketing Research. Emerald Publishing Limited, forthcoming.
- Teaching Interest
Overview
Public entrepreneurship, entrepreneurship, leadership, business and government, cities, artificial intelligence
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- Forthcoming
- Article
The Business Revolution: Economy-Wide Impacts of Artificial Intelligence and Digital Platforms
By: Hanna Halaburda, Jeffrey Prince, D. Daniel Sokol and Feng Zhu
In this essay, we identify several themes of the digital business transformation, with a particular focus on the economy-wide impacts of artificial intelligence and digital platforms. In doing so, we highlight specific industries, beyond just the high-profile “Big...
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Halaburda, Hanna, Jeffrey Prince, D. Daniel Sokol, and Feng Zhu. "The Business Revolution: Economy-Wide Impacts of Artificial Intelligence and Digital Platforms." Journal of Economics & Management Strategy (forthcoming). (Pre-published online February 20, 2024.)
- Forthcoming
- Article
The Health Risks of Generative AI-Based Wellness Apps
By: Julian De Freitas and G. Cohen
Artifcial intelligence (AI)-enabled chatbots are increasingly being used to
help people manage their mental health. Chatbots for mental health and
particularly ‘wellness’ applications currently exist in a regulatory ‘gray area’.
Indeed, most generative AI-powered...
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Keywords:
AI and Machine Learning;
Well-being;
Governing Rules, Regulations, and Reforms;
Applications and Software
De Freitas, Julian, and G. Cohen. "The Health Risks of Generative AI-Based Wellness Apps." Nature Medicine (forthcoming). (Pre-published online April 29, 2024.)
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