AI and the business models it changes.

Research into how managers approach generative and agentic AI, examining the implications for value creation, customer relationships, capabilities and partnerships.

Villa Blanc, the Luiss Business School campus in Rome, photographed in December 2024. — Luiss Business School campus, Villa Blanc, Rome. Institutional context. Photo: Carlo Dani · CC BY-SA 4.0. Resized and converted to WebP; cropped in layout.

Understanding the business change behind the technology.

The context

Generative and agentic AI raise questions about how businesses create and capture value. This research explores how managers perceive those changes, the resources they need and the challenges they face.

Our work

The research protocol uses qualitative interviews to examine business model innovation. Its scope covers products and services, relationships with customers, routes to market, strategic assets, partnerships and the risks involved in adoption.

The perspective

The research connects technical change with managerial decisions. Qualitative evidence can reveal how business model choices, organisational capabilities and relationships influence the adoption of generative and agentic AI.

Research collaboration with LUISS on Generative AI, Agentic AI and Business Model Innovation.

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