Value creation with generative AI
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) (pp. 1-7)
Kemp, 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