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1. Artificial Intelligence: Reshaping Industries and Markets
ICEBE 2024 -KEYNOTE
Andreas Kaplan
[email protected]
September 4th, 2024

2. 2
What again is Artificial Intelligence?
Andreas Kaplan
Artificial Intelligence is
“a system’s ability to
interpret external data
correctly,
to learn from such data,
and to use those learnings
to achieve specific goals and
tasks through flexible
adaptation.”

3. Why are there so many misconceptions?
Andreas Kaplan 3
•Fiction provides us with an
incorrect or distorted image of AI
•What might have been considered
AI in the past, might not be today
(AI effect)
•Defining human intelligence is
difficult, applying it to machines
doesn’t make it easier
•AI appears in a variety of versions
and comes in various forms
•AI is similar but not equal to big
data, IoT, or robotics

4. 4
What companies should do?
The three Cs of organizational implications of AI
Andreas Kaplan

5. 5
What companies should do?
The three Cs: Internal perspective
Andreas Kaplan
•Managersneed to exude confidence
with respect to their employees in a
fast-pacing work environment
•Employeesneed to constantly
change and adapt their functions
and skills through lifelong learning
•Machinesneed to be controlled to
avoid autonomous decisions and
implicit biases

6. 6
What companies should do?
The three Cs: External perspective
Andreas Kaplan
•Consumersneed to put confidence
in the abilities & recommendations
of an organization’s AI system
•Competitorsneed to be monitored
and outperformed permanently by
use of better hardware or data
•Statesneed to control the
ecosystem of managers,
employees, machines, consumers,
and competitors

7. 7
Why do we need regulation?
Six dirEctionsfor AI to unite the rulers of the world
Andreas Kaplan

8. 8
A bit of reading…
Andreas Kaplan
•Kaplan A. (2023) Innovation in Artificial Intelligence: Illustrations in
Academia, Apparel, and the Arts, Oxford Research Encyclopedia of Business
and Management, Oxford University Press.
•Kaplan A. (2022) Artificial Intelligence, Business, and Civilization: Our Fate
Made in Machines, Routledge, UK.
•Haenlein M., Huang M.-H., Kaplan A. (2022) Business Ethics in the Era of
Artificial Intelligence, Journal of Business Ethics, 178, 867-869.
•KopalleP., GangwarM., Kaplan A., Ramachandran D., ReinartzW., Rindfleisch
A. (2022) Examining AI Technologies in Marketing Via a Global Lens: Current
Trends and Future Research Opportunities, IJRM, 39(2), 522-540.
•Haenlein M., Kaplan A., (2021) AI and robotics: Shaking up the business
world and society at large, Journal of Business Research, 124, 405-407.
•Kaplan A., Haenlein M. M. (2020) Rulers of the world, unite! The challenges
and opportunities of artificial intelligence, Business Horizons, 63(1), 37-50.
•LibaiB., Bart Y., Gensler S., HofackerC., Kaplan A., KöttenheinrichK., Kroll E.
(2020) A Brave New World? On AI and the Management of Customer
Relationships, Journal of Interactive Marketing, 51(C), 44-56.
•Haenlein M., Kaplan A. (2019) A brief history of AI: On the past, present, and
future of artificial intelligence, California Management Review, 61(4), 5-14.
•Kaplan A., Haenlein M. (2019) Digital Transformation and Disruption, On Big
Data, Blockchain, AI, and Other Things, Business Horizons, 62(6), 679-681.
•Kaplan A., Haenlein M. (2019) Siri, Siri in my Hand, who is the Fairest in the
Land? On the Interpretations, Illustrations and Implications of Artificial
Intelligence, Business Horizons, 62(1), 15-25.

9. Artificial Intelligence: Reshaping Industries and Markets
ICEBE 2024 -KEYNOTE
Andreas Kaplan
[email protected]
September 4th, 2024