-"AI and innovation: a creative revolution in business?" Publication of a new book by SKEMA professor, Margherita Pagani

PARIS, Oct. 11, 2023 /PRNewswire/ -- In her new book, Margherita Pagani explores the interplay between artificial intelligence and business creativity. “Artificial Intelligence for Business Creativity,” published by Routledge, is a comprehensive guide to how AI is not only reshaping the business landscape, but is acting as a catalyst for creativity and innovation within organizations.

“Artificial Intelligence for Business Creativity” examines the extent to which AI is able to support the creative process within companies. Co-edited by Margherita Pagani, director of the SKEMA Center for Artificial Intelligence (SCAI) and professor of Artificial Intelligence in Marketing, and Renaud Champion, the late AI expert, the book explores the complex relationship between individual creativity at the micro-scale and organizational innovation at the micro-scale. macro scale from an AI perspective.

It features numerous contributions from renowned researchers in the field of AI from renowned institutions such as Wharton, Royal Holloway, Bayes Business School and the University of Birmingham. The foreword was written by Igor Jablokov, CEO and founder of Pryon and inventor of the voice assistant Alexa, who is also a member of the scientific committee of the research center SCAI - SKEMA Center for Artificial Intelligence.

Optimizing processes, improving human interaction

By shedding light on three crucial areas where AI can stimulate business creativity: product and service design, process optimization, and improving organizational collaboration, the authors reveal the transformative potential of AI. "Artificial Intelligence for Business Creativity" is designed to be an invaluable guide for business leaders, managers, entrepreneurs, and those with a deep interest in the intersection between AI and creativity. It offers practical guidance, insightful recommendations, and a deep understanding of the role of AI in fostering creativity. It provides its readers with the tools to navigate and excel in the rapidly evolving landscape of AI.

Margherita Pagani, professor of artificial intelligence in marketing, is director of the research laboratory at the SKEMA Center for Artificial Intelligence. She advises the European Economic and Social Committee (EESC) Advisory Commission on Industrial Change, she is also deputy editor-in-chief of the magazine Micro

A world-renowned, award-winning researcher, her publications in leading international journals focus on the impact of AI on consumer behavior and digital ecosystems.

marcom@skema. edu

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