In March 2024, an ethical dilemma was presented to The Clueless AIGENCY (TCA), led by founder and chief executive officer Ruben Cruz, surrounding Aitana, the agency’s artificial intelligence (AI)-driven virtual influencer. While Aitana’s lifelike appeal and effectiveness had garnered significant attention, her rise was raising serious ethical concerns regarding potential manipulation, consumer deception, and the impact of such virtual influencers on transparency and authenticity in marketing. The TCA team would have to consider that such concerns might affect the future of Aitana and TCA’s approach to AI-driven marketing and that it might be wise to develop a strategy that balanced innovation with a commitment to integrity and social responsibility.
In July 2023, managers at Exide Industries Limited (EIL), a prominent player in India’s power-storage industry, faced a pivotal decision during a strategic workshop led by the company’s managing director and chief executive officer. The company had been presented with a groundbreaking yet uncertain opportunity: to develop a metaverse-powered platform for battery customization and testing. This initiative, championed by the chief information officer, aimed to address specific challenges faced by EIL’s original-equipment-manufacturer clients. However, the decision to invest in the metaverse was complex and laden with uncertainties regarding the technology’s future and its alignment with EIL’s strategic goals. The company would have to evaluate the potential risks and benefits of adopting this new technology in order to decide whether or not to proceed with this ambitious project.
In Kolkata, India, in 2021, a car battery failed at a crucial moment. Witnessing this, the research and development director at Exide Industries Limited (EIL) pondered creating an Internet of Things (IoT)-integrated smart battery solution to enhance customer experience by proactively monitoring battery health. The dilemma for EIL's cross-functional team was multifaceted: Could they innovate without compromising data privacy while maintaining sustainability? The team debated market receptiveness, return on investment, and compliance with environmental standards. The business situation was complex: Could EIL redefine customer experience, align with sustainability goals, and navigate the challenges of data security and market risks?
In 2020, the COVID-19 pandemic created unprecedented challenges for businesses worldwide. With operations halted and supply chains disrupted, Exide Industries Limited (EIL), a prominent name in India’s battery sector, found itself at a pivotal juncture. It had a machine imported from Italy that was critical to its manufacturing operations sitting uncommissioned due to travel restrictions. An innovative solution was proposed to adopt an augmented reality (AR) solution for remote support, which could potentially transform EIL’s manufacturing operations, but also raised questions about the feasibility and implications of integrating this technology. EIL had to weigh strategic, operational, and technological considerations to decide whether to embark on this technological innovation and service transformation path during a global crisis.
In the throes of a global pandemic, on May 3, 2021, Exide Industries Limited (EIL) faced a critical juncture. The managing director (MD) and chief executive officer (CEO) convened the executive committee in Kolkata, India, to grapple with the choice between human capital and robotic process automation, specifically in the realm of accounts payable (AP) processes. Balancing tangible benefits and intangible costs, the executives debated the impact on employee morale and company culture. Amidst the complexities, the MD and CEO aimed to chart a course that harmonized innovation with tradition, ensuring automation fortified rather than undermined EIL’s core strengths. Focused on the vital AP processes, the senior vice president (SVP) of corporate accounts and the IT team initiated an exploration, recognizing the need to navigate a delicate equilibrium between human insight and technological advancement. The narrative unfolds in a bustling city, against the backdrop of a pandemic-altered economic landscape, as EIL seeks a path forward that preserves its unique human capital while embracing the transformative potential of automation.