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November 2024
Case

Ather Energy: The Future of Mobility

By: Shunyuan Zhang, Kannan Srinivasan and Malini Sen

Ather Energy, India’s third-largest electric scooter maker by volume, was founded in 2013. Five years later, the start-up launched its first electric scooter, Ather 450, which was powered by artificial intelligence (AI) and the Internet of Things (IoT), to navigate... View Details

Keywords: Energy Policy; Climate Change; Alternative Energy; Corporate Entrepreneurship; Transportation; Transformation; Green Technology; Technology Adoption; Communication Strategy; Marketing Strategy; Customer Focus and Relationships; Asia; India

July 2024 (Revised January 2025)
Case

Dynamic Pricing at Wendy's: Where's the Beef?

By: Elie Ofek, Alicia Dadlani and Martha Hostetter

In early 2024, Wendy’s new CEO announced on an earnings call that the company would install digital menus in its US locations so it could begin testing dynamic pricing—changing prices up or down in response to shifts in supply and demand – as well as allow engaging in... View Details

Keywords: Dynamic Pricing; Marketing Strategy; Price; Technology Adoption; Consumer Behavior; AI and Machine Learning; Customer Focus and Relationships; Policy; Food and Beverage Industry

July 2024
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... View Details

Keywords: Large Language Model; User Experience; AI and Machine Learning; Consumer Behavior; Technology Adoption; Risk and Uncertainty; Cost vs Benefits

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May 2024
Case

Pernod Ricard: Uncorking Digital Transformation

By: Iavor Bojinov, Edward McFowland III, François Candelon, Nikolina Jonsson and Emer Moloney

This case study explores the opportunities and challenges of the digital transformation journey of French wine and spirits company Pernod Ricard. As part of the transformation, the company launched four key digital programs (KDPs) aimed at using data and artificial... View Details

Keywords: Business Organization; Business Divisions; Talent and Talent Management; Global Strategy; AI and Machine Learning; Analytics and Data Science; Digital Transformation; Digital Strategy; Advertising; Sales; Organizational Culture; Product Development; Decision Making; Technology Adoption; Alignment; Expansion; Food and Beverage Industry; France; Europe

May 2024
Supplement

HubSpot and Motion AI (B): Generative AI Opportunities

The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details

Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States

March 2024
Teaching Note

CoPilot(s): Generative AI at Microsoft and GitHub

By: Frank Nagle and Maria P. Roche

This teaching note is the companion to case N9-624-010 CoPilot(s): Generative AI at Microsoft and GitHub, which takes place in late 2021. The case briefly describes the history of both GitHub and Microsoft with a particular focus on open source software (OSS)—software... View Details

Keywords: Mergers and Acquisitions; AI and Machine Learning; Applications and Software; Technological Innovation; Product Launch; Open Source Distribution; Product Development; Commercialization; Competition; Resource Allocation; Technology Industry

March 2024 (Revised August 2024)
Case

Darktrace: Scaling Cybersecurity and AI (A)

By: Jeffrey F. Rayport and Alexis Lefort

In 2023, Darktrace CEO Poppy Gustafsson was contemplating her growth strategy at a leading U.K.-based cybersecurity venture, launched in 2013 by a group of anti-terror cyber specialists, University of Cambridge mathematicians, and artificial intelligence (AI) experts.... View Details

Keywords: Technology; Talent; Scaling; Entrepreneurship; Cybersecurity; Leadership; Business Growth and Maturation; Recruitment; Resignation and Termination; AI and Machine Learning; Growth and Development Strategy; Organizational Culture; Going Public; Technology Industry; United Kingdom; Europe; United States

February 2024
Teaching Note

Data-Driven Denim: Financial Forecasting at Levi Strauss

Teaching Note for HBS Case No. 224-029. Levi Strauss & Co. (“Levi Strauss”) partnered with the IT services company Wipro to incorporate more sophisticated methods, such as machine learning, into their financial forecasting process starting in 2018. The decision to... View Details

Keywords: Forecasting; Regression; Machine Learning; Artificial Intelligence; Apparel; Corporate Finance; Forecasting and Prediction; AI and Machine Learning; Apparel and Accessories Industry; United States

February 2024
Teaching Note

TimeCredit

By: Emanuele Colonnelli, Raymond Kluender and Shai Benjamin Bernstein

Teaching Note for HBS Case No. 824-139. TimeCredit is an artificial intelligence (AI) startup that is developing large language models (LLMs) to generate accounting memos. The case follows Ndonga Sagnia, a Gambian Harvard Business School MBA student with an accounting... View Details

Keywords: Accounting; Business Startups; Entrepreneurship; Financing and Loans; AI and Machine Learning; Entrepreneurial Finance; Identity; Partners and Partnerships; Technology Industry

February 2024 (Revised September 2024)
Case

TimeCredit

By: Emanuele Colonnelli, Raymond Kluender and Shai Benjamin Bernstein

TimeCredit is an artificial intelligence (AI) startup that is developing large language models (LLMs) to generate accounting memos. The case follows Ndonga Sagnia, a Gambian Harvard Business School MBA student with an accounting background, as she decides how much... View Details

Keywords: Accounting; Business Startups; Entrepreneurship; Financing and Loans; AI and Machine Learning; Entrepreneurial Finance; Identity; Technology Industry

December 2023 (Revised August 2024)
Supplement

Microsoft Azure and the Cloud Wars (B)

By: Andy Wu and Matt Higgins

By 2023, the global market for cloud infrastructure had consolidated into a three-horse race. As of Q4 2022, Amazon, Microsoft, and Google collectively accounted for 66% of the global market. AWS had a market share of 33%, Microsoft Azure had 23%, and Google Cloud had... View Details

Keywords: Microsoft; Artificial Intelligence; AI; Competition; Information Infrastructure; Market Participation

November 2023
Case

Copilot(s): Generative AI at Microsoft and GitHub

By: Frank Nagle, Shane Greenstein, Maria P. Roche, Nataliya Langburd Wright and Sarah Mehta

This case tells the story of Microsoft’s 2018 acquisition of GitHub and the subsequent launch of GitHub Copilot, a tool that uses generative artificial intelligence to suggest snippets of code to software developers in real time. Set in late 2021, when Copilot was... View Details

Keywords: Business Ventures; Strategy; AI and Machine Learning; Applications and Software; Product Launch; Information Technology Industry; Technology Industry; Web Services Industry; United States; California

October 2023 (Revised February 2024)
Case

Loris

By: Shunyuan Zhang, Das Narayandas, Stacy Straaberg and David Lane

In December 2022, Loris’s executive team considered their go-to-market strategy. Loris was an artificial intelligence (AI) software startup for the customer service industry with two products on the market: 1) Agent Assist which provided customer service agents (CSAs)... View Details

Keywords: Decisions; Growth and Development Strategy; Product Launch; Product Positioning; Business Strategy; Competitive Strategy; Business Startups; AI and Machine Learning; Applications and Software; Marketing Strategy; Sales; Technology Industry; United States

September 2023 (Revised January 2024)
Case

RightHand Robotics: Choosing the First Market

By: Thomas R. Eisenmann and Stacy Straaberg

In early 2015, RightHand Robotics’s (RHR) leadership faced a set of decisions in commercializing the startup’s robotic picking solution. RHR’s central product was the RightPick integrated robotic picking system which featured a robotic arm, a three-fingered robotic... View Details

Keywords: Business Startups; Market Entry and Exit; Product; Research and Development; Business Strategy; Commercialization; Information Infrastructure; Technological Innovation; Manufacturing Industry; Technology Industry; United States; Massachusetts

September 2023
Supplement

Super Quantum: Using Artificial Intelligence to Transform Asset Management (B)

By: Feng Zhu and Kerry Herman

Dr. Zhang, CEO of Super Quantum, an AI-driven hedge fund, is considering an investor’s request to withdraw their funds as the markets experience volatility. Should he pull the investor’s funds? View Details

Keywords: Hedge Fund; Volatility; Decision Choices and Conditions; Asset Management; Investment Funds; Financial Services Industry

September 2023
Case

Super Quantum: Using Artificial Intelligence to Transform Asset Management (A)

By: Feng Zhu and Kerry Herman

Dr. Zhang, CEO of Super Quantum, an AI-driven hedge fund, is considering an investor’s request to withdraw their funds as the markets experience volatility. Should he pull the investor’s funds? View Details

Keywords: AI and Machine Learning; Volatility; Financial Markets; Investment Funds; Decision Choices and Conditions; Financial Services Industry

August 2023
Case

Kariyer.net: Recruiting AI

By: Shunyuan Zhang, Fares Khrais and Namrata Arora

In 2017, Fatih Uysal (AMP 2021) became CEO of Kariyer.net. By then, the business was already the industry leading online job board in Turkey. However, faced with stalling growth, a turbulent macroenvironment, and growing competition from international players, Uysal... View Details

August 2023
Supplement

Reimagining Hindustan Unilever (B)

By: Sunil Gupta and Rachna Tahilyani

In April 2023, as the CEO and MD of Hindustan Unilever (HUL), India’s largest fast-moving consumer goods (FMCG) firm, prepared to hand over the firm’s reins to his successor, he proudly reflected on the last decade. His quest to digitally transform HUL into an... View Details

Keywords: Experimentation; Digital Transformation; Digital Strategy; Leading Change; Organizational Change and Adaptation; Business Strategy; Marketing; Performance; Competition; E-commerce; Consumer Behavior; Transformation; Distribution; Decisions; Consumer Products Industry; Asia; India

March 2023
Teaching Note

VideaHealth: Building the AI Factory

By: Karim R. Lakhani

Teaching Note for HBS Case No. 621-021. The case “VideaHealth: Building the AI Factory” examines the creation of dental startup VideaHealth (Videa) and the development of its artificial intelligence (AI)-led business strategy through the eyes of founder and CEO Florian... View Details

Keywords: AI and Machine Learning; Applications and Software; Business Model; Marketing Strategy; Product Development; Health Industry; Technology Industry

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... View Details

Keywords: Transparency; Marketing Research; Algorithmic Bias; AI and Machine Learning; Marketing

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