Changing AI business models: FHV research examines patterns and potentials

This is precisely where current research at the FHV comes in: The Blum endowed chair and research group for Digital Business Transformation is investigating the "landscape of AI business models" and analyzing which patterns can be derived from international AI start-ups and what these findings mean for regional Business and Management. "We look at AI not just as a technology, but as a strategic factor in the business model," explains Marcus Bentele, research associate in the Digital Business Transformation research group at FHV and project manager. "This is crucial to understanding how innovation is created and which structures are emerging in the AI economy."

Research focus: from start-ups to established companies

The current focus of the research is on AI start-ups that offer AI as their main product - from chatbots and AI agents to infrastructure providers for training and operation. The analysis includes:

• Types of business models (infrastructure, model development, data provision, AI services, data monetization, robotics)
• Networking and mutual influence of the models
• Role of AI as a value driver in the business model

A look at research - interview with Marcus Bentele

What does "landscape of AI business models" mean in concrete terms?

"We analyze business models of AI start-ups that sell AI as a core product. We are interested in how these models create value, what patterns emerge and how they influence each other."

What trends do you expect to see over the next five years?

"It's difficult to make meaningful predictions - ChatGPT is only three years old and development has been rapid since then. However, I am confident that companies will move from explorative AI use to strategic integration in the next five years. My research is intended to provide concrete support for this change."

Were there any surprising findings?

"The range of AI start-ups surprised me: from a medical chatbot to an automated honeycomb to an AI research company with a billion-dollar valuation. This shows how different value creation with AI can look."

Why is the topic relevant for Vorarlberg?

"Vorarlberg's industrial base is in the midst of a digital transformation. AI can increase efficiency, enable new data-based services and create long-term competitive advantages. However, to ensure that AI does not stop at individual pilot projects, a clear understanding of the value creation logic behind it is required. Our research provides this orientation: how can AI be strategically anchored so that it becomes not just a technology, but a driver of new business models?"

Recommendations for companies

• Understand technology: Ignoring it is the wrong approach; building up expertise is a prerequisite.
• No license actionism: Just rolling out copilot/ChatGPT licenses and letting teams "get started" without a target picture rarely leads to sustainable benefits.
• Problem first instead of a battle of tools: First determine what the critical elements of the business model are and where bottlenecks arise and then select AI solutions in a targeted manner.
• Take people with you: It is usually not the technology that is the problem, but uncertainty and a lack of expertise. Change management, role clarity and continuing education are crucial.

Outlook: From start-ups to established companies

The research project will be extended to established companies over the course of the year. The aim is to identify success factors for AI business models and develop practical recommendations for regional Business and Management.

Companies in Vorarlberg can get actively involved through workshops, transfer offers and cooperation with the FHV. In this way, AI will not just be a trend, but a real locational advantage.

Contact:

Marcus Bentele, B.Sc. MSc
Research Associate
Research Group Digital Business Transformation

+43 5572 792 3884
marcus.bentele@fhv.at