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Towards AI-enabled support for creative thinking about business models

Maiden, N. ORCID: 0000-0001-6233-8320, Baden-Fuller, C. ORCID: 0000-0002-0230-1144 & Dowsett, M. (2023). Towards AI-enabled support for creative thinking about business models. In: Pagani, M. & Champion, R. (Eds.), Artificial Intelligence for Business Creativity. . Abingdon, UK: Routledge.


This chapter explores how human-centred artificial intelligence (AI) technologies could be deployed to both automate and support creative thinking about business models. Although the concept of business models is well-established, no bespoke techniques exist to support businesses to think creatively about models, systematically or regularly. This chapter reports the first steps of an ongoing project that prototypes AI enabled technologies to improve creative thinking about business models. The prototype is an example of co-creative AI, a form of human-centred AI in which machine and human reasoning interleave to solve complex problems. This chapter presents both the digital prototype and early business user feedback that provides not only first qualitative evidence for the need and value of creative thinking about business models but also design refinements needed for the prototype to be effective in business settings.

Publication Type: Book Section
Additional Information: This is an Accepted Manuscript of a book chapter published by Routledge Artificial Intelligence for Business Creativity on 5 July 2023, available online:
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Departments: Bayes Business School > Management
[thumbnail of AI Business Creativity v1.00 Images CRO.pdf]
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