A key question for business leaders is how to effectively integrate generative AI into their organisations. In their paper, UCL School of Management Associate Professors Anil Doshi and Bart Vanneste, with research fellow Emil Mirzayev and Saïd Business School’s J. Jason Bell, find that using AI to predict the outcomes and value of strategic decisions can, when used efficiently, provide insight on decisions whilst saving time and resources.
Their paper, published in Strategic Management Journal, was recently awarded a Most Cited Article award for 2024. As well as this, the piece is among the top five most read online articles in the journal.
The authors carried out two studies for the paper, the first using AI-generated business models and the second using business models submitted to a competition. They found that whereas individual AI evaluations were unreliable through being inconsistent and biased, aggregating the evaluations led to results similar to those of human experts.
The study highlights the value of generative AI in providing predictions for strategic decision making, and demonstrates an approach to aggregating AI predictions in evaluating strategic decisions.
