Vol. 1 No. 01 (2025)
Articles

Harnessing Artificial Intelligence for Value Creation and Capture: Strategic Implications of the EU Artificial Intelligence Act within Business Model Theory

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  • Ricardo Costa-Climent,
  • Darek M. Haftor
Ricardo Costa-Climent
VIZJA University, ul. Okopowa 59; 01-043 Warsaw, Poland.
Bio
Darek M. Haftor
VIZJA University, ul. Okopowa 59; 01-043 Warsaw, Poland.
Bio

Published 2025-09-09

Keywords

  • artificial intelligence,
  • business model theory,
  • value creation and capture,
  • data network effects,
  • EU Artificial Intelligence Act
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Harnessing Artificial Intelligence for Value Creation and Capture: Strategic Implications of the EU Artificial Intelligence Act within Business Model Theory. (2025). JOINETECH (International Journal of Economic and Technological Studies), 1(01), 55-65. https://doi.org/10.65479/joinetech.12

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Abstract

This article aims to offer a novel answer to the following question: How can firms use artificial intelligence (AI) technology to create and capture value, specifically through predictive machine learning? This article analyses ten papers by the same author on the themes of value creation through AI. These papers include conceptual research, empirical cases, and case-based theory building. These exploratory cases explore the management of AI capabilities in business models using a variety of methodologies, including systematic reviews, statistical regression, and qualitative comparative analysis (QCA). To enhance the theoretical and practical insights arising from this research, the article adds a regulatory dimension to the analysis by discussing the European Union (EU) Artificial Intelligence Act. The results show that AI can create perceived user value and enable the realization of data network effects. When applied within a firm’s business model architecture, AI can activate one or more of the four available business model themes (novelty, efficiency, complementarity, and lock-in) that account for value creation and capture. This study contributes to understanding how a firm can use this new technology to create value. The findings suggest that integrating AI into business models is essential for delivering user value and fostering data network effects. Managers play a crucial role in coordinating AI deployment across all business activities. The findings reveal that firms must not only activate the appropriate business model themes (e.g., novelty, efficiency, and lock-in) but also ensure compliance with evolving regulatory standards to secure sustainable competitive advantage. This study adopts a multitheoretical approach based on business model theory and the theory of data network effects. However, authors of further studies should consider using large samples and testing the findings in different contexts to enhance generalizability.
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