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The cold-start problem in nascent AI strategy: Kickstarting data network effects

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  • Vomberg, Arnd
  • Schauerte, Nico
  • Krakowski, Sebastian
  • Ingram Bogusz, Claire
  • Gijsenberg, Maarten J.
  • Bleier, Alexander

Abstract

While many artificial intelligence (AI) strategies are successful, countless others fail. Why do some strategies succeed while others fail? We adopt a network effects (NEs) perspective to conceptualize AI strategies, highlighting the AI context’s specifics. We argue that nascent AI strategies’ success depends on data NEs: companies establishing a functional “running system” to capitalize on these effects. However, this presents a challenge known as the cold-start problem (CSP), which involves initiating and accelerating a virtuous cycle: more data benefits the AI system, enhancing performance, which then attracts more data. In this paper, we examine the CSP in nascent AI strategy, exploring how it can be understood in terms of its technological and business dimensions and ultimately be overcome to kick-start a virtuous cycle of data NEs. By drawing insights from existing literature and practitioner interviews, we present a research agenda to encourage further investigation into overcoming the CSP.

Suggested Citation

  • Vomberg, Arnd & Schauerte, Nico & Krakowski, Sebastian & Ingram Bogusz, Claire & Gijsenberg, Maarten J. & Bleier, Alexander, 2023. "The cold-start problem in nascent AI strategy: Kickstarting data network effects," Journal of Business Research, Elsevier, vol. 168(C).
    • Handle: RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323005957
    DOI: 10.1016/j.jbusres.2023.114236
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