Leveraging artificial intelligence for competitive advantage: a case study of Samsung
Lensari Embarka, Haddadi Abdellatif, Reggani Lalla Fatma, Messai Salima · Brazilian Journal of Business · 2024
The author examines how it is possible to use artificial intelligence to the advantage of an organization that operates in the technology industry. The main focus of the research was to identify how effectively and in what ways Samsung used AI technologies in its smart phones and home appliance product segments to improve functionality and usability as well as operational effectiveness. This was to have been achieved through the use of Artificial Intelligence in manufacturing processes as well as in various ways to deliver unique customized services to customer unlike the rival companies. This work also shows how Bixby, Samsung’s own AI assistant or smart IoT solutions all help towards creating a smarter environment, thereby building goodwill for the brand and generating additional revenue streams. The study further shows how Samsung supports that the application of AI can enhance a firm’s competitive position by pushing product differentiation, monitoring and anticipating equipment wear and tear and making better decisions from analyzed data.