AI Strategy Today: Rethinking Value Creation
How AI transforms not just tasks—but the entire system of value creation.
Businesses often start with the wrong question: “What’s our AI strategy?” The real question is how AI is reshaping the system around how we create value. This report introduces a new framework for understanding AI as the engine of an intelligent interaction field—where brands, customers, and technologies continuously co-create value.
AI isn't a tool—it's a systemic shift.
AI changes the foundations of value creation. It moves strategy from optimizing isolated tasks or messaging to orchestrating real-time interactions across entire systems. Traditional segmentation gives way to dynamic, continuous episodes of co-created value.
Replace attempts to control the journey with the ability to orchestrate the field—episode by episode, moment by moment.
Key findings
1
AI transforms systems of value creation. It turns companies into orchestrators of interaction fields.
2
Demand forms in episodes and moments. Firms must sense and respond dynamically to real-world signals.
3
Brands behave as dynamic systems. They sense, decide, act, and learn across every interaction.
4
Value is co-created, not captured. It compounds through participation, trust, and adaptive feedback loops.
5
Strategy becomes orchestration. The strategist’s role is to design and evolve the system that creates value.
The three core engines of the Interaction Field
Customer System
AI transforms systems of value creation. It turns companies into orchestrators of interaction fields.
Brand System
Demand forms in episodes and moments. Firms must sense and respond dynamically to real-world signals.
Value System
Brands behave as dynamic systems. They sense, decide, act, and learn across every interaction.
Intelligent orchestration in action.
Uber uses AI not just to forecast or route, but to coordinate all actors—riders, drivers, venues, and cities.
Each trip becomes an episode of co-created value, guided by AI that senses, reasons, acts, and learns in real time.
Inside the report
Discover how leaders design systems of value creation for the AI era.
- How AI shifts demand from static to dynamic
- How brands become active, learning systems
- How to design for compounding value
- Case studies from category leaders
- The Sense → Reason → Act → Learn (SRAL) loop explained
This report translates complex ideas into frameworks you can act on today.
About the author
Erich Joachimsthaler
CEO and Founder of Vivaldi Group, expert in strategy and innovation.
Erich specializes in leveraging new technologies, including AI, to drive innovation and develop growth strategies for industries undergoing profound disruption and transformation. He focuses on how AI can create value and fuel growth by addressing rapidly evolving customer expectations and reshaping business models, which have been created to adapt to these changes.
Over the last 25 years, Erich has led Vivaldi in helping companies to build strong brands, identify their innovation and growth opportunities, and fully realize their potential by evolving their industries and categories from the traditional economy to the platform economy (Fourth Industrial Revolution, Artificial Intelligence, or Web 3.0).
"AI isn't just changing strategy—it's changing the system of value creation itself."
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Learn how AI transforms strategy into system design that compounds value.
- Practical frameworks
- Real-world case studies
- System design insights for leaders
Frequently Asked Questions
The report unpacks how AI changes the way companies create, deliver, and capture value. You’ll find a clear framework built around three systems — Customer, Brand, and Value — that show how to move from static strategy to dynamic system design. Each section includes models, diagrams, and case examples from leading brands like Uber that demonstrate how AI drives real-time orchestration and measurable growth.
This report is designed for executives, strategists, and innovators who want to understand how AI impacts business strategy beyond automation. It’s especially relevant for teams working in marketing, product, digital transformation, and innovation. Whether you lead a startup or an established enterprise, it will help you identify where AI can improve outcomes, build adaptive systems, and align brand behavior with business performance.
Yes. The digital edition is available for free download after completing the short form. You’ll receive immediate access to the PDF and a follow-up email with a direct link. If you prefer a deeper discussion, you can also request a short briefing session with our strategy team after downloading.
Absolutely. Vivaldi regularly hosts private sessions, executive workshops, and tailored briefings for leadership teams. These sessions explore how the ideas in AI Strategy Today: Rethinking Value Creation apply to your specific context — helping you identify practical next steps, pilot opportunities, and system design priorities. You can request a presentation or strategy session through the contact form at the end of the page.
You can cite it as: Vivaldi (2026), “AI Strategy Today: Rethinking Value Creation.”
We encourage you to share excerpts internally for educational or strategic use. If you’re using the material in presentations or whitepapers, please include the title and authors (Erich Joachimsthaler and Anne Olderog) with credit to Vivaldi. For media or partnership inquiries, contact Vivaldi’s communications team through the website.