%0 Journal Article
%T Practising Value Innovation through Artificial Intelligence: The IBM Watson Case
%A Cristina Mele
%A Marialuisa Marzullo
%A Tiziana Russo-Spena
%J Journal of Creating Value
%@ 2454-213X
%D 2019
%R 10.1177/2394964318805839
%X Abstract This article focuses on the value innovation prompted by Artificial Intelligence (AI). By shifting the attention from innovation as a new outcome to innovating as something that people do (i.e., a practice) to co-create value, this article addresses how IBM Watson prompts new service provisions and the emergence of new interactions between humans and non-humans. The research allows for detecting how multiple actors connect, interact, learn and discover new ways to do things, serve others better and co-create value through AI. A fresh approach is offered to explore the role of AI to foster networking and knowing practices for value creating and innovating
%K Artificial intelligence
%K cognitive computing
%K practice-based approach
%U https://journals.sagepub.com/doi/full/10.1177/2394964318805839