Towards an AI-driven business development framework: A multi-case study

Artificial intelligence (AI) and the use of machine learning (ML) and deep learning (DL) technologies are becoming increasingly popular in companies. These technologies enable companies to leverage big quantities of data to improve system performance and accelerate business development. However, despite the appeal of ML/DL, there is a lack of systematic and structured methods and processes to help data scientists and other company roles and functions to develop, deploy and evolve models. In this paper, based on multi-case study research in six companies, we explore practices and challenges practitioners experience in developing ML/DL models as part of large software-intensive embedded systems. Based on our empirical findings, we derive a conceptual framework in which we identify three high-level activities that companies perform in parallel with the development, deployment and evolution of models. Within this framework, we outline activities, iterations and triggers that optimize model design as well as roles and company functions. In this way, we provide practitioners with a blueprint for effectively integrating ML/DL model development into the business to achieve better results than other (algorithmic) approaches. In addition, we show how this framework helps companies solve the challenges we have identified and discuss checkpoints for terminating the business case.