Generative Artificial Intelligence and Evaluating Strategic Decisions

Strategic Decision-Making
Written By Anil Doshi

Anil R. Doshi, J. Jason Bell, Emil Mirzayev, and Bart Vanneste

Strategic Management Journal, 2024

We investigate the use of generative artificial intelligence (AI) in evaluating strategic alternatives using business models generated by AI or submitted to a competition. Each study uses a sample of 60 business models and examines agreement in business model rankings made by large language models (LLMs) and those by human experts. We consider multiple LLMs, assumed LLM roles, and prompts. We find that generative AI often produces evaluations that are inconsistent and biased. However, when aggregating evaluations, AI rankings tend to resemble those of human experts.

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Anil Doshi
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