Business model innovation is something highly interesting for me. I am not only interested in how to use AI services. I am curious about business model innovation, how to design and develop AI-powered services. During AI and Business Model Innovation, at MAISTR, Halmstad University, I learned more about AI in Innovation Management.
Artificial intelligence reshapes business models, particularly in terms of value creation, value delivery, and value capture. AI capabilities become integrated into the company’s business logic rather than being treated as a standalone technology.
AI innovates, innovation
A key insight is that AI influences both outputs and the innovation process and business model itself, rather than just improving efficiency in existing activities. Value is increasingly dependent on how effectively firms structure and govern data access and flows.
Organisations need to develop AI capabilities in data pipelines, algorithm development, and organisational adoption. Especially important is that they are supported by feedback loops that continuously refine both operations and customer value propositions. With AI, hyper-personalisation becomes possible. Could we say goodbye to big customer segments, unclear, fluffy personas and slow research processes? How this affects the design process is not clear, but for sure, AI-enabled business models are not static designs, but evolving systems. This continuous evolution is something we need to design for. AI-enabled business model innovation is less about automation and more about the ability to align data architecture, organisational capabilities, and governance structures into a coherent system for continuous value creation and capture.
However, AI-driven value creation also introduces new risks related to data quality and algorithmic bias, which can distort decision-making and undermine legitimacy if not actively managed.
How to do business model innovation
In my case study 2025, I explored how to leverage AI in a handyman service, based on an interview with an anonymous entrepreneur. It has been adapted for presentation purposes and reworked with fictional elements and does not depict the interviewee’s exact business.
Presentation from AI and Business Model Innovation, 4 credits MAISTR / Halmstad 2025
Does your company want to learn more about AI-driven business model innovation? Send me a DM on LinkedIn or send me a message.
