Aerospace and Electronic Systems Magazine May 2018 - 82

Artificial Intelligence and Deep Learning in a World of Persuasive Business Models

Figure 1.

Conceptual model overview adapted from Valter, Lindgren, and Prasad, 2017 [11].

els embedded with persuasive technologies) can be designed and
innovated. From an advanced BMI perspective, this brings in a
new agenda of how business should create, capture, deliver, receive, and consume the business model's values [16]. Businesses
therefore have to change their BMI approach now, moving away
from simple ideation of the business model and simple strategizing with yesterday's innovation frameworks and take "one step
up" to match the level of "the technologist" and take advantage
of or appreciate the real potential of these new technologies for
their business model. Business must realize that persuasive business models are a realty now and while you are reading this article, they are being rolled out with high speed. This means that
a business must accept and realize that business models can act
and "persuade" anywhere, anytime, with anybody and anything-
maybe not in an advanced way yet-but soon they will be able to
do this, and fast.
It is therefore highly urgent that the business community
change their previous BMI mindset-while persuasive technology
still grows to maturity-and quickly develop a deeper understanding of how businesses models really work and can work, how they
are constructed, and what they really can do when embedded with
advanced sensor and persuasive technologies. The new technology
itself provides us with "a helping hand" in this journey of both
operating and innovating business models. However, we need to
agree first on a standard business model and BMI language-otherwise it will be very difficult to communicate about business
models, or to act like a business model, and perform BMI.
The conceptual model proposed in this article (Figure 1) was
adapted from Valter, Lindgren, and Prasad, 2017 [11] and examines the business model through the lens of different possible BMI
interactions. It consists of four main parts, the Human Intermediary; the Machine Intermediary; Business Models Patterns Analysis, and the Business Model Ecosystem [4]. The intent with this
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conceptual model is to provide an overview in combination with
deeper knowledge and insight into the possibilities that emerge
with the digitization of the business model concept. Therefore
when the term business model is used, it is a digital representative
of the business model that is referred to. Even though it would be
possible to use parts of the conceptual model on nondigital representative business models, the conceptual model is based on a
digital representation of business models.

THE HUMAN INTERMEDIARY
The first part of the conceptual model is the human intermediary
section, where all the interactions between the business reality and
the business model that are facilitated by human beings are represented. In Figure 2, the human intermediary business model interaction is marked with red arrows within the red circle. Each of the
four archetypes in the human intermediary business model section
are described separately and in detail below and in Figure 3.
Archetype 1. Business Reality to Human Archetype: A person observes the business reality. The conceptual model clearly
distinguishes between the actual business reality and a business
model as a representation of the business reality. It's important to
emphasize that the interpretation of the observed business reality easily can vary based on the interpreter's area of expertise and
other characteristics of the observer.
Archetype 2. Human to Business Model: A person updates
the model with his understanding of the business reality. It's important to emphasize that the business model is not only limited to
one person's understanding of the business reality, but could also
represent different observers, each with different areas of expertise
and understanding of the business reality
Archetype, 3. Business Model to Human: A person interprets
the business model and this interpretation of the business model

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