Page - 127 - in Digital Entrepreneurship - Impact on Business and Society

5 Implications for Practice 5.1 Differentiation of the Effects of Innovation Theprecedingcase studiesnotonlydistinguish theAI’s rollers in termsofpotential assistingor supporting services for thebusinessmodel, but also showed thedriving potential of these within a BM. The Amazon case shows here in two different configurations that AI-driven business models can be theoretically and practically possible, or that this is alreadyestablished.Thepossibilityof suchabusinessmodel based on the performance of theAI turned out to be new businessmodels on the market in the two cases presented here. Nevertheless, there is a certain hierarchy with concerning the improvement of business models with AI. As a basis, the Infrastructure-as-a-Service or the AI-as-a-Service is shown. The infrastructure is necessary for self-development whileAIaaSallows thedirect useor implementationofAI.Oneof the twoservices is therefore necessary to make AI usable in any form for the BM. The previous definitions are in linewith thiswithin their potential of influence, starting from the assisting to the supporting service to the driving factor, the influence of theAI on the business model increases. The extent cannot be scaled at this point, as it depends on the practical design of the BM.Nevertheless, such a dimensioning of the influence can be shown. All this is of course done in the context of an improvement of BMbymeans ofAI. Thus, the entrepreneur has the choice of the role of the AI from the options presented here for the enhancement of his own businessmodel (Fig. 2). Fig. 2 Roles of AI in enhancing the businessmodel AI-Enhanced BusinessModels for Digital… 131