While design thinking has gained popularity in product innovation, scholars argue that design thinking can also trigger and sustain organizational innovation. This study investigates the adoption of design thinking in the Design+Innovation unit at PepsiCo. It reveals nine design thinking practices that enable organizational innovation: valorizing personal attitudes and desires, engaging stakeholders in the design discourse, leveraging the design unit as an agent of change, fostering abductive reasoning, empowering decision making through prototypes, crafting proof points, absorbing external viewpoints, searching for co-conspirators, and aligning personal and organizational purposes.

Due to its intrinsic characteristics, artificial intelligence (AI) can be considered a general-purpose technology (GPT) in the digital era. Most studies in the field focus on the ex-post recognition and classification of GPT but in this article, we look at a GPT design ex-ante by reviewing the extreme and inspiring example of IBM's Watson. Our objective is to shed light on how companies can create value through AI. In particular, our longitudinal case study highlights the strategic decisions IBM took to create value in two dimensions: internal development and external collaborations. We offer relevant implications for practitioners and academics eager to know more about AI in the digital world.