AI-driven Business

Rennes School of Business

Enabling AI-driven Business

Business constantly changes and adapts. But when a whole new way of doing business emerges, firms face not just change but fundamental uncertainty. Those that quickly adapt have a chance to succeed. Those that fall behind often find it too late to catch up. The advent of AI-driven Business is one such major business inflection point.

AI-driven Business is a research and practice area of excellence in Rennes School of Business. We were established in early 2019 as the first AI Business research centre in Europe. The centre focuses on enabling the AI-driven businesses of tomorrow and on preparing the future workforce to be ready to benefit from the growth of these AI-driven solutions.

The area of excellence is run by Dr. Michael Dowling and the research is divided along six key areas of industry interest, each with their own Principal Investigator. These areas can be seen below and selected to find out more details.







Funded Projects


Research Published

Our Key Areas


Focuses on enabling AI innovation in the organisation, through learning from success and failure attempts. Includes a preliminary interest in the digital transformation of the organisation in order to take advantage of new opportunities. 


Focuses on how AI can augment and improve business strategy. This includes analysing the strategic benefits of AI as a knowledge tool, as well as sensemaking on the impact of AI on the evolution of strategy.


Focuses on the methods and techniques of AI and the provision of these as common research techniques. This includes machine learning, deep learning, and natural language processing. A core interest across all methods is on forecasting based on historic knowledge.


Seeks to understand how consumers will react to new products and services that have an AI element. Particular interests are on speed of adoption, and emotional responses to AI products and services.

Applies AI, big data analytics, and computational intelligence to support decision making in project management and other aspects of modern operations management in the firm.


Focuses on the impact of AI-driven business on human and environmental wellbeing. A core interest is inclusive AI business: specifically, gender equality and equal opportunity issues in the development of an AI business future.

Our research areas of focus are driven by current firm needs, and the needs of the businesses of tomorrow. Some areas focus on specific business functions, while others are more transversal over-arching areas of interest: such as on the ethics, inclusivity, business transition processes, and the methods of AI-driven business.