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Traditional and Generative AI: Scaling with Ethical, Compliant, and Beneficial Outcomes

Data, AI, and Analytics; Organizational Structure and Agility; Innovation and Strategy

Since 2019, MIT CISR’s data research team has investigated how organizations scale AI in the pursuit of becoming AI-fueled. We have discovered that scaling AI requires advanced data monetization capabilities, an AI explanation capability, and a rethinking of scale to realize deployment success, model recontextualization, and industrialized operations. This year we will investigate how organizations are navigating distinct traditional AI and generative AI needs so that scaling AI can produce ethical, compliant, and lucrative outcomes. Also, we hope to understand emergent roles that organizations need for scaling AI, and we will continue to explore knowledge management implications.

This study will primarily rely on interviews conducted with the MIT CISR Data Research Advisory Board regarding the current state of scaling AI in CISR organizations. The research team also will draw on insights generated from the MIT CISR 2018 Data Monetization Survey, as well as from case studies and vignettes, in particular a 2024 case study about Cemex’s AI journey.

We will focus on the following research questions:

  • How are acceptable data use and AI explanation requirements different for traditional AI and generative AI? Why is this the case?
  • What new roles are required for scaling AI?
  • How can knowledge associated with AI models contribute to an organization’s competitiveness and firm performance?

This project is a continuation of MIT CISR’s 2023 research project on Competing on Knowledge: The Next Challenge for Scaling AI.

SEEKING: We are seeking participation from executives at MIT CISR member organizations with familiarity of their organization’s AI scaling journey.

CONTACT: Barb Wixom


Barbara H. Wixom, Principal Research Scientist

Barbara’s academic research explores how organizations generate business value from data assets. Barbara enjoys deep expertise in data and analytics techniques and technologies, with particular interest in data and analytics strategy, capabilities, and success.

Ida A. Someh, Senior Lecturer in Business Information Systems

Ida is a senior lecturer at the UQ Business School, The University of Queensland, Australia and an MIT CISR academic research fellow. Her research focuses on organizational and societal impact of data, analytics, and artificial intelligence.

Robert W. Gregory, Associate Professor of Business Technology

Robert is an associate professor of Business Technology at University of Miami Herbert Business School and an MIT CISR academic research fellow. Robert's research program focuses on novel management and information systems phenomena related to the diffusion and innovation with digital technologies and the associated transformation of individuals, organizations, and markets. 

Related Publications

MIT CISR research is funded by the more than seventy-five member organizations that support our work and participate in our consortium. 

MIT CISR Patrons
Axway, Inc.
Pegasystems Inc.
The Ogilvy Group
MIT CISR Sponsors
Alcon Vision
Allstate Insurance Company
ANZ Banking Group (Australia)
Banco Bradesco S.A. (Brazil)
Banco do Brasil S.A.
Bank of Queensland (Australia)
Barclays (UK)
BlueScope Steel (Australia)
BNP Paribas (France)
Caterpillar, Inc.
Cemex (Mexico)
Cochlear Limited (Australia)
Commonwealth Superannuation Corp. (Australia)
Cuscal Limited (Australia)
CVS Health
Dawn Foods
DBS Bank Ltd. (Singapore)
Doosan Corporation (Korea)
Fidelity Investments
Fomento Economico Mexicano, S.A.B., de C.V.
Fortum (Finland)
Gilbane Building Co.
Johnson & Johnson (J&J)
Kaiser Permanente
King & Wood Mallesons (Australia)
Koç Holding (Turkey)
Nasdaq, Inc.
NN Insurance Eurasia NV
Nomura Holdings, Inc. (Japan)
Nomura Research Institute, Ltd. Systems Consulting Division (Japan)
Novo Nordisk A/S (Denmark)
OCP Group
Pacific Life Insurance Company
Posten Bring AS (Norway)
Principal Life Insurance Company
Ramsay Health Care (Australia)
Raytheon Technologies
Scentre Group Limited (Australia)
Schneider Electric Industries SAS (France)
Stockland (Australia)
Tabcorp Holdings (Australia)
Telstra Limited (Australia)
Terumo Corporation (Japan)
Tetra Pak (Sweden)
Truist Financial Corporation
UniSuper Management Pty Ltd (Australia)
Uniting (Australia)
Webster Bank, N.A.
Westpac Banking Corporation (Australia)
WestRock Company
Wolters Kluwer
Xenco Medical
Zoetis Services LLC

MIT CISR Associate Members

MIT CISR wishes to thank all of our associate members for their support and contributions.

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Massachusetts Institute of Technology
Sloan School of Management
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