Digital Business Management: Transforming to a Data-Driven Organization Using AI - Hardcover

Über die Autorin bzw. den Autor

Prof. Dr. Swen Schneider is Professor of Information Systems at Frankfurt University of Applied Sciences (Germany). From 2013 to 2019, he was a member of the extended university management and Dean of the Department of Business and Law at Frankfurt University of Applied Sciences. He focuses on topics such as digital business, e-commerce, business process modeling, applied artificial intelligence, robotic process automation, trust on the Internet and reputation systems as well as mobile Internet and e-finance. He is a visiting scholar at the University of Wisconsin and has worked in executive positions with IBM, Mastercard, and Commerzbank.

Prof. Dr. Lutz Anderie is Professor of Information Systems at Frankfurt University of Applied Sciences (Germany) and a leading figure in digital business who aims to bridge the gap between academic research and real-world application. His expertise is in digital business management and artificial intelligence (AI), particularly within the games industry. He has worked as a Vice President and Director with companies like Sony Interactive (PlayStation), Paramount Pictures, Atari and Fujifilm. His previous books include Games Industry Management (Springer, 2023).

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This book is a concise guide on using generative artificial intelligence to drive digital business management and transformation.

It is divided into three parts.

The first part, "How to Work with AI and Generate Success in Business," outlines the core concepts of artificial intelligence and prompt engineering and explores how these can be leveraged in a business environment. It places special emphasis on the AI Prompt Schema (AIPS) for structured prompting.

The second part, "From Digital Business to a Data-Driven Organization," focuses on the essential knowledge and advanced techniques for successful Digital Business Management. It covers relevant topics, including digital business strategies, digital infrastructure, e-commerce, digital marketing and advertising, content management, the metaverse, and more.

The third part, "Industry and Business Case Prompt Engineering," demonstrates how the concepts, knowledge, and techniques can be applied in real-world scenarios. This includes technology companies like Waymo, Tesla, Google/Alphabet, Meta/Facebook, Microsoft/LinkedIn, OpenAI/ChatGPT, and Google/Gemini, as well as e-commerce giants like Amazon, Alibaba, Temu, Shein, and Otto, and entertainment platforms like Netflix, Sony PlayStation, and Spotify.

Drawing from many years of experience in business practice and university teaching, the authors include interactive elements such as video tutorials to support learning and the practical application of the concepts outlined. This book will be valuable to anyone interested in expanding their knowledge of digital business strategies, particularly practitioners, students, entrepreneurs, and executives.