This research project investigates how companies can utilize generative AI technologies to enable new forms of value creation.

Using generative AI models in applications or services can be an important factor in creating new value. Internal company applications and customer solutions may leverage generative AI APIs or use managed services for generative AI model deployment and orchestration such as Microsoft Azure, Google Cloud, or AWS. Some firms offer a “GPT” or "bot" in generative AI platform ecosystems like ChatGPT or Poe.

In the project, we explore value creation patterns, strategies, resources, best-practices, and barriers to the effective use and integration of generative AI in applications and services.

The project manager is Prof. Dr. Manuel Wiesche

The contact person for questions or cooperation offers is Vincent Heimburg

Sources

Hagiu, A., & Wright, J. (2025). Could the GPT Store Turn ChatGPT into a Platform Powerhouse? Harvard Business Review, forthcoming

Haki, K., Safaei, D., Magan, A., & Griffiths, M. (2025). Integrating Generative AI Into Enterprise Platforms: Insights From Salesforce. Information Systems Journal, forthcoming

Haki, K., & Safaei, D. (2024). Generative artificial intelligence for enterprise platforms. In Proceedings of the 32nd European Conference on Information Systems (ECIS)

Heimburg, V., Schreieck, M., & Wiesche, M. (2025). Complementor value co-creation in generative AI platform ecosystems. Journal of Management Information Systems, 42(2), 491-528

Heimburg, V., Schreieck, M., & Wiesche, M. (2024). Generative Artificial Intelligence Platform Ecosystems. In 2024 IEEE International Conference on Engineering, Technology, and Innovation (ICE/ITMC)

Heimburg, V., Yoo, Y., & Wiesche, M. (2025). Temporality of Organizational Knowledge in Generative AI Systems. In Proceedings of the  46th International Conference on Information Systems

emp, A. (2024). Competitive advantage through artificial intelligence: Toward a theory of situated AI. Academy of Management Review, 49(3), 618-635.

Schmidt, R., Alt, R., & Zimmermann, A. (2023). Assistant platforms. Electronic Markets, 33(1), 59

Tao, G., Cheng, S., Zhang, Z., Zhu, J., Shen, G., & Zhang, X. (2023). Opening A Pandora's Box: Things You Should Know in the Era of Custom GPTs. arXiv preprint arXiv:2401.00905

Key partners

London School of Economics and Political Science

University of Innsbruck

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