DIG Study Trip to the University of Cambridge

From the left: Henning Hauso and Monica Fredriksen both from Bergen Municipality, Robert Bates from Currys and Frank Elter from Telenor.
Representatives from DIG's partners contributed during the Cambridge visit. From the left: Henning Hauso and Monica Fredriksen both from Bergen Municipality, Robert Bates from Currys and Frank Elter from Telenor.
By Ed.

7 May 2024 11:37

DIG Study Trip to the University of Cambridge

DIG partners and researchers recently visited the University of Cambridge to learn, explore and discuss AI in business, innovation and services.

The event, hosted by Cambridge Service Alliance (CSA) and Professor Mohamad Zaki, provided new reflections and insights through discussions and workshops.

Three pivotal challenges concerning AI were pointed out: how to design future solutions to enhance value, manage the implementation including new business models, and navigating leadership challenges in order to enhance competitive advantage.

These challenges underscore the pressing need for innovative ideas and fresh perspectives in expanding the field of AI.  

Academics gathered in Cambridge. From the left: Professor Mohamed Zaki, Cambridge Service Alliance, Professor Kristina Heinonen from Hanken School of Business / NHH, Professor Tor W. Andreassen and Professor Bram Timmermans, both from NHH Norwegian School of Economics.
Academics gathered in Cambridge. From the left: Professor Mohamed Zaki, Cambridge Service Alliance, Professor Kristina Heinonen from Hanken School of Business / NHH, Professor Tor W. Andreassen and Professor Bram Timmermans, both from NHH Norwegian School of Economics.

Partner contributions

Insights from DIG’s partners, Telenor and Bergen Municipality in addition to CSA’s partner Curry’s, shed light on the practical challenges of using AI both to improve efficiency gains as well as enhance value and strengthen competitive advantage through innovation.

A key take-away from insights and discussion is that most companies are progressing in using AI to improve efficiency.

Bergen Municipality also expressed their concerns regarding data security, observing that many other municipalities are addressing similar challenges.

Insights into the customer journey

Punting on The Cam.
Punting on The Cam.

However, data is a decision-making tool that offers insights into the intricacies of the customer journey. Data can also help us understand customer preferences and behaviors, as well as optimize return on investment.

Navigating this complex landscape requires using both system thinking and practical judgment, to lay the groundwork for maximizing value across diverse business domains.

Furthermore, the link between AI and need for organizational changes was discussed. Considering this, it became evident that the challenges don’t lie in the limitations of technologies, but in how to adapt organizations to leverage AI to enhance business value.

Discussions during DIG's Cambridge visit.
Discussions during DIG's Cambridge visit.

With new technologies, new business models, cultural changes, new customer segments and markets, there will be a need to take financial risks with undefined costs.

There was a common acknowledgement that most companies are still in the process of exploring how AI can become an accelerator for new and innovate services.

As a closing remark, AI also comes with challenges and requirements to reduce energy footprint at the same time as accelerating the use of AI.

More DIG news and blogs