An Artificial Intelligence Supported Business Model Innovation Initiation and Ideation Phase

Due to increasing market volatility, sustainability demands, and digital transformation, business model innovation (BMI) has become a strategic task for decision makers. This study investigates the potential of Artificial Intelligence (AI) tools to support BMI’s initiation and ideation phases. Building on a real-world case study, the research explores how AI can assist in various tasks of the BMI process. Using a structured experimental approach, the study evaluates the performance of AI tools across key process steps, comparing their outputs against expert expectations. Results indicate that while AI tools offer valuable support, but they cannot independently manage the whole innovation process. The findings highlight the strengths and limitations of current AI applications in strategic innovation contexts and suggest pathways for integrating specialized AI agents and internal data to enhance future performance. This research contributes to the emerging topic of the role of AI in organizational transformation. It offers practical insights for decision makers seeking to leverage AI in early-stage business model development.