Aerospace and Electronic Systems Magazine May 2018 - 84

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

Figure 4.

Machine intermediary business model interaction adapted from Valter, Lindgren, and Prasad, 2017 [11].

interactions between the human, the business reality, and the business model, while the archetype patterns are concerned only on
interactions between the human and the business model.

MACHINE INTERMEDIARY
In the second part of the conceptual model, the machine intermediary section, all the interactions between the business reality and the
business model facilitated by machine are represented. In Figure 4,
the machine intermediary business model interaction is marked
with red arrows within the red circle. The machine intermediary
has four archetypes that are explained separately and in detail below and in Figure 5.
Archetype 1. Business Reality to Machine: A machine observes the business reality. This could be any observing Internetof-Things device or computed input like location based devices,
heat maps, data input robots, etc. One simplified example could
be customer counter input devices that are distributed out within
a store to measure the behavioral patterns of customers' actions
within the store.
Archetype 2. Machine to Business Model: A machine updates the model with a new measurement from the business reality. Here it is important to emphasize that the business model
is not only limited by the machine input from the business reality, but could also represent different peoples' understanding
of the business reality, each coming from a different area of
expertise.
Archetype 3. Business Model to Machine: A business model
triggers one or more events through the machine intermediary. One
simplified example of this could be that a business owner would
like to have a certain number of customers in his store within a
specific time period. Triggers could be defined within the business
84

Figure 5.

Machine intermediary business model archetypes.

IEEE A&E SYSTEMS MAGAZINE

MAY - JUNE 2018



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