What is the Market Value of Artificial Intelligence and Machine Learning? The Role of Innovativeness and Collaboration for Performance

Ashkan Fredström, Vinit Parida, Joakim Wincent, David Sjödin, Pejvak Oghazi

Research output: Contribution to journalArticleScientificpeer-review

1 Citation (Scopus)

Abstract

As AI and ML technologies are increasingly incorporated into products, there is a need to understand the role of these incorporations in enhancing performance. This study uses new types of methodology related to textual data analysis to explore the question of whether there is a difference between market sentiments—and consequently marketing and business performance—when it comes to communicating either AI or ML. We test and confirm the hypothesis that AI rather than ML attracts more positive sentiments in the marketplace. Additionally, we find that AI is mostly used when the discussion centers on innovativeness, and that discussions concerning collaboration in these technologies attract more positive sentiments. We further contribute methodologically by leveraging textual data available online on the titles of web-page contents and the results of the Vader sentiment analysis to test our hypothesis. We conclude that, to enhance business performance, firms should communicate using AI-related vocabulary especially when the topic is innovativeness and collaboration.
Original languageEnglish
Article number121716
Peer-reviewed scientific journalTechnological Forecasting and Social Change
Volume180
ISSN0040-1625
DOIs
Publication statusPublished - 04.05.2022
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • AI
  • Collaboration
  • Innovativeness
  • Machine learning
  • Performance
  • Sentiment
  • Vader sentiment analysis

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