Publications

June 2024
Case

Aidoc: Building a Hospital-Centric AI Platform

By: Ariel D. Stern and Susan Pinckney

In 2023, Israel-based AI health care company Aidoc evaluated its future. The company, founded in 2016, had grown from commercializing a single AI product for radiologists to a software platform that could detect 20 conditions and immediately notify care teams of... View Details

October 2024
Technical Note

Generative AI

By: Michael Parzen and Jo Ellery

October 2023
Case

Fixie and Conversational AI Sidekicks

By: Jeffrey J. Bussgang and Carin-Isabel Knoop

In March 2023, Fixie Co-Founder and Chief Architect Matt Welsh and co-founders had the kind of meeting no founders want to have. The president of leading artificial intelligence (AI) research and deployment firm OpenAI, which had catapulted into fame with its ChatGPT... View Details

Keywords: Large Language Model; Entrepreneurship; Decision Choices and Conditions; AI and Machine Learning; Technological Innovation; Competitive Strategy; Technology Industry; United States

13 Aug 2024
News

Can AI Save Physicians from Burnout?

October 2024 (Revised February 2025)
Case

AI and Brand Management: Promises and Perils

By: Julian De Freitas and Elie Ofek

As AI gains traction across industries, companies anticipate that AI will revolutionize both backend processes and customer-facing interactions—with brands eager to leverage AI for tailored marketing materials and automated consumer engagements. Yet, despite a dramatic... View Details

Keywords: AI and Machine Learning; Brands and Branding; Reputation; Technology Adoption; Competitive Advantage

July–August 2023
Article

What Smart Companies Know About Integrating AI

By: Silvio Palumbo and David Edelman

AI has the power to gather, analyze, and utilize enormous volumes of individual customer data to achieve precision and scale in personalization. The experiences of Mercury Financial, CVS Health, and Starbucks debunk the prevailing notion that extracting value from AI... View Details

Keywords: AI and Machine Learning; Customization and Personalization; Integration; Technology Adoption

Find at Harvard

Register to Read

18 May 2021
Video

Competing in the Age of AI

September–October 2024
Article

How AI Can Power Brand Management

By: Julian De Freitas and Elie Ofek

Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details

Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships

July–August 2025
Article

Don’t Let an AI Failure Harm Your Brand

By: Julian De Freitas

How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who... View Details

Keywords: AI and Machine Learning; Brands and Branding; Product Marketing; Consumer Behavior; Attitudes

Find at Harvard

Register to Read

09 May 2024
News

Proactive AI Policy

2024
Working Paper

The Uneven Impact of Generative AI on Entrepreneurial Performance

By: Nicholas G. Otis, Rowan Clarke, Solène Delecourt, David Holtz and Rembrand Koning

Scalable and low-cost AI assistance has the potential to improve firm decision-making and economic performance. However, running a business involves a myriad of open-ended problems, making it difficult to know whether recent AI advances can help business owners make... View Details

Keywords: AI and Machine Learning; Performance Improvement; Small Business; Decision Choices and Conditions; Kenya

SSRN

Read Now

22 Apr 2019
HBS Seminar

Francesca Rossi, AI Ethics Global Leader, IBM

May 9, 2023
Article

8 Questions About Using AI Responsibly, Answered

By: Tsedal Neeley

Generative AI tools are poised to change the way every business operates. As your own organization begins strategizing which to use, and how, operational and ethical considerations are inevitable. This article delves into eight of them, including how your organization... View Details

Keywords: AI and Machine Learning; Organizational Change and Adaptation; Prejudice and Bias; Ethics

Register to Read

01 Mar 2023
News

Is AI OK?

use of AI in everything from facial recognition to predictive sentencing. She found it nonetheless. The online rental platform uses its pricing tool to increase host revenues by dynamically adjusting rental prices according to demand.... View Details

Keywords: Alexander Gelfand; Funds, Trusts, and Other Financial Vehicles; Finance

09 May 2023
News

Eight Questions About Using AI Responsibly, Answered

February 2025
Teaching Note

Google Quantum AI

By: David B. Yoffie

Teaching Note for HBS Case No. 725-362. View Details

26 Mar 2024
Research & Ideas

How Humans Outshine AI in Adapting to Change

concretely show what this buys humans over AI.” With many companies looking to AI to streamline processes and increase productivity, the research shines a light on the limitations of the technology, says De Freitas, who is also director... View Details

Keywords: by Rachel Layne; Technology; Information Technology

January 2025
Teaching Note

AGENTS.inc: Pathways to Growth at an AI Startup

By: Frank Nagle and Susan Pinckney

Teaching Note for HBS Case No. 724-444. In 2024, AI agent startup company AGENTS.inc faced multiple strategic decisions that could shape the company’s ability to grow into the future AI agent market leader. View Details

Keywords: Business Startups; AI and Machine Learning; Growth and Development Strategy; Open Source Distribution; Entrepreneurial Finance; Competition; Computer Industry; Technology Industry; Europe; Germany