Practising Value Innovation through Artificial Intelligence: The IBM Watson Case

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